Fran Bennett Real Estate - Marketing Real Estate with Local History

Business Need: There is no shortage of Real Estate Agents in Toronto. However, agents, who can truly demonstrate that they understand and care about the neighbourhoods they serve and use this understanding to benefit their clients, are rare – and long time Rosedale/Moore Park resident, Fran Bennett was such an agent.  Her need, and Up Marketing’s mission, was to communicate this differentiation to her prospective clients.

What Up Marketing did:  Up Marketing developed a unique and innovative, two-year direct mail program. A personal logo and portrait photography of Fran in her garden were incorporated into an identity brochure. An architectural historian was commissioned to research and write a series of historical vignettes about the area. Over a two year period, neighbourhood residents received  a series of colour folding cards entitled "Short Stories under Tall Trees”, interspersed with dynamically printed postcards presenting current real estate sales and market news. A collector’s pouch was produced for  recipients who wished to keep and store the story cards.

For clients, a series of addressed letters was written to follow up each sale or significant contact over five years.

The Result: This highly personalized communications program re-enforced Fran Bennett’s image as a real estate provider that  truly understands real estate in their neighbourhood. In the affluent central Toronto area that Fran targets, competition is stronger than anywhere in the city, but this program established Fran as an agent distinct from all the rest.