It’s an 80 year old family owned and operated firm still led by descendants of the original Barfoot and Thompson families.
OUR ROLE
While Barfoot & Thompson is a well-recognised and trusted brand in the real estate sector, at the time Network PR was engaged it had no real media presence and following a bad experience had made the decision to limit media contact. Network PR turned the situation around and developed a programme positioning Barfoot & Thompson as the expert in the Auckland real estate market by substantially lifting its media profile.
We quickly established a regular media platform for one of the Directors using the company’s monthly sales data. This involved analysing the data for media angles based on information such as average house price, volume of sales, sales over $500,000 and average weekly rental price. At the time, no other real estate firm was releasing such detailed information and with the Auckland residential market going from strength to strength, media interest was intense.
RESULTS
The level of media interest is now so high that journalists ask to be included on the distribution list and there is now wide understanding of the fact that Barfoot & Thompson has one third share of the Auckland property market and is therefore in the best position to comment on market conditions. Because we are able to release the information at least a week before the Real Estate Institute of New Zealand’s national sales data, the media now regards Barfoot & Thompson’s sales figures as an important indicator, reflecting not only what’s happening in Auckland but also nationally. The Director is interviewed about market conditions almost every month and Network PR has successfully positioned Barfoot & Thompson as the Auckland property expert. |
