• Consumer Ad Campaign and Creative Platform Summary
    Consumer Ad Campaign and Creative Platform Brand Consumer Advertising
    Comprehensive Consumer Photo Library Photo Library
    Brand Consumer Postcards Consumer Postcards
    Franchisee Sales Materials Franchisee Sales Materials

Project Description

Better Homes and Gardens Real Estate (BHGRE) is one of the youngest real estate companies in the market. Their more-established competitors enjoy widespread brand recognition and a much larger agent base. 

BHGRE, however, is built on the foundation of a lifestyle brand that has been an integral part of the American home since 1924. As such, it benefits from the awareness of Better Homes and Gardens and the consumer trust that comes along with the brand.

Navigant Marketing was tasked with the development of a new brand positioning and a unified creative platform to guide all brand and franchisee consumer-facing marketing initiatives. 

Deliverables Included:

  • New brand positioning and creative platform
  • Consumer campaign for brand national advertising as well as templates for franchisee use, including print ad templates, direct marketing materials, e-marketing materials, video adaptable for franchisee use, other franchisee marketing materials
  • New consumer photo library for brand and franchisee marketing use
  • Social Media brand presence and franchisee templates 
  • Customizable franchisee video / TV spots
  • Sub-brands: Brand development for The Distinctive Collection by BHGRE, a brand tier dedicated to selling luxury homes in select markets

The new BHGRE campaign “Expect Better” capitalizes on BHGRE’s legacy and its trusted name. BHGRE as a lifestyle brand with a connection to Better Homes and Gardens magazine is the only real estate brand that is relevant to consumers before, during and after home buying or selling transaction. 

The campaign features original lifestyle images of people enjoying a better life in their new home. With BHGRE, they get a better buying/selling experience, and guidance for a “Better Life,” which continues even after they’ve purchased their home.