Pacific Union GMAC Real Estate
About the Client
Pacific Union GMAC Real Estate, the Bay Area’s fourth largest residential real estate firm, specializes in the upper-end market. Over the last 30 years it has built a reputation for quality, integrity and excellence. Its continued success depends upon its ability to attract and retain quality agents to meet the needs of Bay Area buyers and sellers.
Strategy
Pacific Union hired Galvin Communications to provide strategic marketing support, with the following objectives:
- Recruit a mix of experienced agents and bright prospects
- Differentiate Pacific Union from competitors
- Generate leads and revenue from qualified home buyers and sellers
- Increase loyalty of current agents and clients
Our efforts commenced with the arrival of a new CEO, Timothy Murray, and the launch of Pacific Union’s “Premier Service Standards” which outline the company’s commitment to superior client service.
Results
Galvin Communications increased Pacific Union’s profile with the Bay Area press by placing CEO Tim Murray and VP Ray Brown on the “Ron Black & Your Money” program, which airs weekdays on KRON-TV. Both spoke as guest experts on the topic of Bay Area real estate.
We helped agents promote themselves more effectively, from writing professional biographies to submitting opinion pieces to local newspapers. With our efforts, Pacific Union agents have been quoted in the Wall Street Journal, CNNMoney.com, CBSMarketWatch.com and SmartMoney.com.
In addition, we arranged profiles on individual agents and managers in the San Francisco Chronicle, San Francisco Business Times, Marin Independent Journal, Sonoma Index Tribune, East Bay Business Times, and North Bay Business Journal. Also we worked closely with Pacific Union’s marketing department on copywriting, collateral proofing, speech writing and interview training.