ERA REAL ESTATE LAUNCHES "MOVE UP" CAMPAIGN

Core Insights - ERA Real Estate has launched a new marketing campaign titled "It's time to move up" to enhance its brand promise to agents and consumers [1][3] - The campaign is based on research findings and highlights the brand's 99% recommendation rating, positioning its agents as community experts [2][4] Marketing Strategy - The campaign commenced in November 2024 with a social-first approach on platforms like Facebook, Instagram, and LinkedIn, allowing local brokers to customize content [3] - Key elements include user-generated content capturing "MoveUpMoments" such as moving day experiences and home transformations [3] Performance Metrics - As of October 2024, traffic to ERA.com has increased by 131% year-over-year, and leads from the site have risen by 68% [4] - TextERA has emerged as the leading source of leads for the brand [4] Leadership and Organizational Changes - The campaign coincides with a period of growth and leadership changes, including Alex Vidal's appointment as president in June 2023 [5] - New leadership has introduced initiatives like a live coaching program and monthly sales rallies, reaching over 4,000 brokers and agents [5][6] Educational Enhancements - The online learning platform, ERA University, has seen nearly a 300% increase in engagement since its revamp in February 2024 [6] Market Expansion Efforts - Frank Malpica has been appointed as senior vice president of franchise development, focusing on expanding the ERA brand in various markets [7] - 55% of ERA brokerages have been with the brand for over 20 years, indicating strong retention [7] Marketing Team Development - The marketing team has been strengthened with the appointment of David Marine as CMO and Erin LeBan as senior director of field marketing [8]