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May 23, 2024

Redefining Real Estate

Posted by
Mallory Higgs

Redefining Real Estate

Since opening its doors in 2008, Bellator has closed over $6 billion in real estate transactions, grown a team of over 200 agents, opened seven different offices across Mobile and Baldwin counties and crafted a rather unique culture. In early 2023, idgroup began working with Bellator to showcase that unique culture and implement Branding from the Core® research to develop and launch a recruiting campaign. 

The purpose of this campaign was twofold: to recruit top performing agents and brokers while simultaneously spreading awareness to home buyers and sellers. Through this integrated campaign, idgroup worked to drive home buyers and sellers to the main Bellator website while driving agents and brokers to the newly created microsite highlighting agent and broker benefits and testimonials. 

More Than Real Estate

Through the implementation of our proven Branding from the Core® methodology, we discovered that Bellator is a real estate firm that transcends mere transactions and as an organization, they pride themselves on going beyond one-time transactions to develop authentic, long-lasting relationships with customers. As affirmed by Troy Wilson, the brokerage’s president, “Bellator is more than just a real estate company. We’re a community of expert real estate advisors who strive to make a difference in people’s lives.”

Messaging for the campaign centered around this idea that Bellator was “More” than real estate, boasting that agents and brokers could “B More” by joining Bellator, saving time and money, and joining a unique culture that valued the individual over the transaction. And that because agents and brokers at Bellator strive to “B More”, home buyers and sellers benefit from a unique experience where agents go above and beyond what is typically expected in a real estate transaction.

Communication Through Video

idgroup collaborated with Lensea Film to produce videos for the campaign, focusing particularly on use in a video mailer. Over a two-day filming journey across five locations in Baldwin County, Alabama, we captured multiple interviews and personal stories that highlighted agents and brokers who had truly experienced “More” with Bellator. 

Video mailers were designed and distributed to high performing agents and brokers in the market, and were intended to grab attention in a way no other brokerage in the area had previously done. 

Upon watching the video, viewers were directed to a campaign microsite via a QR code, which detailed not only the functional benefits of working with Bellator, but the brokerage's unique culture and passion that set it apart.

A Fully Integrated Campaign

To support the video mailers and cast a broader net to not only the full agent community in Mobile and Baldwin County, but buyers and sellers in the areas as well, a fully integrated marketing campaign was rolled out over a three-month period, incorporating billboards, emails, animated ads and social media assets. These various channels were used to strategically amplify the message and offer opportunities to start a conversation, whether that be to begin a real estate transaction or to join the team. From eye-catching billboards to engaging social media content, each element of the campaign was designed to reinforce the idea that Bellator was "more" than just real estate.

idgroup was awarded Gold in the 2024 District 4 American Advertising Awards for the video mailers and silver for the campaign as a whole.