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] Marketing Strategy - The campaign commenced in November 2024 with a focus on social media platforms such as Facebook, Instagram, and LinkedIn, allowing local brokers and agents to customize content [3] - Key elements include user-generated content capturing "MoveUpMoments" that reflect personal experiences and transformations related to moving [3] Brand Performance - 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, focusing on collaborative culture and brand pride [5] - Gino Caropreso was brought in as vice president of learning, leading to a nearly 300% increase in engagement with online learning resources since February 2024 [6] Market Expansion - 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 Enhancements - David Marine has taken the lead on marketing efforts, supported by Erin LeBan and Leah Wright, to elevate the brand's marketing approach and consumer messaging [8] Company Overview - ERA Real Estate operates a network of over 43,000 affiliated brokers and approximately 2,400 offices across the U.S. and 39 other countries [10]