Real Estate Alliance

PROPERTY GROUP TO TAKE OVER THE AIRWAVES

REAL ESTATE ALLIANCE LAUNCHES ITS’ BIGGEST EVER ADVERTISING CAMPAIGN

National property group Real Estate Alliance launches a major advertising campaign today, 17th January 2005. With a total spend in excess of €400,000 the groups biggest ever campaign will include TV, radio, outdoor and press advertising ensuring that the Real Estate Alliance brand is to the fore as the property market heats up in the New Year.

The campaign, devised by new advertising agency, Generator Marketing, rolls out this week and runs for twelve weeks. The campaign aims to show the personalities of Real Estate Alliance agents while highlighting that because of the groups profile and coverage, they can deliver a maximum number of potential buyers which is essential when selling your home. As such, the campaign is based around the concept that because Real Estate Alliance members are always thinking property, sellers get the attention their property deserves.

Commenting on the advertising campaign Phillip Farrell, Chairman of Real Estate Alliance, said; “with this campaign we wanted to differentiate Real Estate Alliance from other property groups. The ads have a humorous element to them which I hope will prove to be attention grabbing while also illustrating the fact that when it comes to selling property Real Estate Alliance has a proven track record and our fully qualified members will give your property the attention it deserves.”

He continued; “spring is the busiest time of year for the extremely competitive property industry so it’s important that Real Estate Alliance are competing on a national footing. This campaign will ensure that Real Estate Alliances’ cyan and magenta is highly visible as the advertising campaign rolls out around the country over the next few weeks”.

The groups largest ever media spend will consist of a television commercial, national and local radio advertisements and outdoor. Media buying on the campaign includes a cross-section of primetime slots on a wide selection of stations including RTE1, RTE 2, TV3, Today FM and RTE 1. Press advertisements of various sizes will also be personalised for each member for use in the national and regional papers. In-store posters, brochures and direct mail are also being designed for the group.

Real Estate Alliance had an extremely successful year in 2004. The past twelve months has seen the group grow from strength to strength with a growth rate of 40% in the year. The groups’ membership has expanded rapidly to a total of 46 member offices nationwide. As Real Estate Alliance increases geographical spread across the country the group consolidates its aim of providing highly qualified local expertise on a national level.

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For further details please contact

Kirsten Connolly,
Plunkett Communications
on 01 662 0335/ 087 3939 991
or email kirsten@plunkettcommunications.com

NOTE TO EDITORS

Real Estate Alliance is a strategic marketing alliance comprising some of the country’s best-established auctioneers and estate agents. Real Estate Alliance’s key focus is on locally-owned and established estate agents. With one quarter of the alliance’s firms in business for more than a century, and with an existing IAVI president & five IAVI past presidents among the group’s members, the alliance is characterised by the established strength of its membership. In addition, membership is only open to firms led by members of the Irish Auctioneers & Valuers Institute or the Society of Chartered Surveyors.

Clients of Real Estate Alliance members benefit from:

Real Advice - Because member firms are locally-rooted and independently owned, they have first-hand market knowledge that ensures clients make only the best-informed real estate decisions.

Real Commitment - Member firms are well established, leading local businesses built on delivering the best results for their clients.

Real Service - Real Estate Alliance member firms have the detailed understanding of the local property issues facing clients to ensure that they provide a superior range of client services.

Real Professionalism - As Ireland's highest-qualified property professionals, Real Estate Alliance sales staff are members of the IAVI or the SCS, the representative bodies for Ireland's top property professionals.

Real Confidence - IAVI members complete far more property transactions than any other professional group. Real Estate Alliance member firms harness this transaction volume to seize opportunities and speed the transaction process for you.

Real Coverage - With more than 400 professional staff in 46 offices located nationwide, Real Estate Alliance member firms can provide the best real estate advice locally and nationwide.

NOTE TO EDITORS

Real Estate Alliance is a strategic marketing alliance comprising some of the country�s best-established auctioneers and estate agents. Our key focus is on locally-owned and established estate agents. With one quarter of the alliance�s firms in business for more than a century, and with an existing IAVI president & five IAVI past presidents among the group�s members, the alliance is characterised by the established strength of its membership. In addition, membership is only open to firms led by members of the Irish Auctioneers & Valuers Institute or the Society of Chartered Surveyors.

Clients of REA members benefit from:

Real Advice

- Because member firms are locally-rooted and independently owned, they have first-hand market knowledge that ensures clients make only the best-informed real estate decisions.

Real Commitment

- Member firms are well established, leading local businesses built on delivering the best results for their clients.

Real Service

- Our member firms have the detailed understanding of the local property issues facing clients to ensure that they provide a superior range of client services.

Real Professionalism

- As Ireland\'s highest-qualified property professionals, REA sales staff are members of the IAVI or the SCS, the representative bodies for Ireland\'s top property professionals.

Real Confidence

- IAVI members complete far more property transactions than any other professional group. Our member firms harness this transaction volume to seize opportunities and speed the transaction process for you.

Real Coverage

- With more than 400 professional staff in 40 offices located nationwide, our member firms can provide the best real estate advice locally and nationwide.