Berkshire Hathaway HomeServices is one of the largest and most successful real estate agencies in the nation. Led by President and CEO Dan Forsman, the company has emerged as the clear market leader for the Greater Metro Atlanta Area. BHHS is owned by HomeServices of America, Inc., a Berkshire Hathaway Affiliate. In 2015, BHHS Georgia had wild success and exponential growth with their marketing campaign. The issue was that the marketing campaign, while more unique than the competition, used stock photography.
BHHS Georgia partnered with the Savannah College of Art and Design (SCAD) Atlanta to create a new campaign that would build on the success of the previous campaign. A select group of students were chosen with diverse fields of study and experiences. Together, this group created a theme for the campaign, shot hundreds of themed photographs including a new iconic image, created 22 collateral pieces, and designed a new website and mobile app for the client. These were all done with three goals in mind; increase home sales, attract high end agents, and increase brand awareness.
When approaching this project, our team began by compiling research on luxury home buyers in order to better understand our target demographic. We spent several weeks researching the people who buy and sell luxury homes, their lifestyles, and also the Berkshire Hathaway brand itself.
From our research, we were able to develop our concept, "Luxury Is In the Details". The concept pairs images of beautiful home and luxury lifestyle details with specific elements designed to evoke the five senses to attract BHHS' target clients.
We redesigned the mobile app in order to improve the user interface and create a better experience for the user. By utilizing push notifications, GPS, and functions like live map tracing, we've made it easier for the user to find their next home.
Berkshire Hathaway Home Services Georgia needed to be competitive in the luxury home market. The lack of an online and mobile presence made it difficult to compete with leaders in the industry. While BHHS had a great number of luxurious homes, the marketing was limited to word of mouth and print.
Our audience for this project included home buyers and sellers in a high end market. Our users wanted to be set apart and feel like their home buying experience was catered to them. Every detail of the process had to feel ‘luxurious.