Client: Concierge Auctions (now a division of Sotheby’s)
Project: Relevance International served as Concierge Auctions’ agency of record for more than 10 years, representing both individual auctions and positioning the corporate brand and spokespersons as game changers in the real estate industry.
Challenge: Tasked with handling daily corporate and property-specific media relations, leading viral media campaigns and consistently establishing the company in the press as the largest and most prestigious auction firm for luxury real estate. This also included generating new, newsworthy angles, providing real-time support for live auction results and acting as the media messaging clearing house for all partnering PR teams with brokerages, agents, sellers and buyers in the process.
Solution: Relevance International not only secured dozens of prime-time TV segments for Concierge Auctions’ CEO over a decade but originated angles that have since become viral trending topics like real estate as a luxury collector’s item, popularizing virtual residential sales pre-pandemic, moment-to-moment takes on hot/cold markets and home values. The Relevance International team pitched trends, thought leadership and some of the most coveted properties’ auctions while educating the press on the non-traditional model and process ultimately growing visibility for the client continuously YoY for 10+ years.
Results:
- Key CEO feature interviews for broadcast, print and online business and real estate editorial coverage including CNBC, Cheddar, LA Times, etc.
- Dozens of press hits per week for ongoing property auctions
and promotion - Coverage on annual initiatives and real estate trends including annual reports, company successes and industry insights
- Conception and implementation of strategic creative angles around the COVID-19 real estate market, changing consumer demands and per-market trends
- A total of 328 press placements and 4,097,485,655 impressions in 2021, a YoY increase of by 34% and 29%, respectively from 2020 to 2021.