Page 57 - HKMA/TVB Awards for Marketing Excellence 2019-Dinner Souvenir Programme

Merit Award

“The REAL Listing”
Ricacorp Properties Limited

A purchase of real estate is undoubtedly one of life’s most important decisions. Under the golden rule of choice, customers b­ elieve

“the more choices they have, the better they are”, on the other hand real estate agents think“more choices more ­chances”. ­Therefore,
agents compete on creating a pool of choices (listings) which consequently leads to the problem of Fake Listings, ­Shadow Listingsi
(影子盤) and Phishing Listingsii (釣魚盤).

Ricacorp identified and addressed customers’ pain point of being frustrated by more searching time for the real listings and

i­nformation. Ricacorp well understood customers will be benefited only when the choices are REAL. Thus, Ricacorp launched “The

REAL Listing” campaign with 4 REAL Promises, namely REAL Appointment (真實委託), REAL Property for Sale (真實在售), REAL
Photo (真實圖片), and REAL Price (真實價格). It was disrupting market’s’ deeply entrenched thinking with new customer-centric
idea of“Only REAL Matters” (多未必最好，真才最重要).

Prior to the launch of the campaign, a year-long Corporate Restructure which involving massive manpower of frontline sales and
supporting staff, had been accomplished confidentially. Then, Market Repositioning was first initiated accordingly by excellent PR
tactics. Press conference had marked an unprecedented success with 80 reporters attended and 50 pieces of free media c­ overage
in 2 days. “The REAL Listing” swiftly became the talk of the town. Deepening the idea of “The REAL” a step further, Ricacorp
l­everaged Content Marketing with a string of“Classroom Series”,“Viral Videos”,“Street Interview”,“KOL Sharing”, etc. via social m­ edia
and online platform. Together with rolling out creative TVC and TV Sponsorship, Digital, OOH and Printed ads, message tag-on 4
REAL promises had been drilled into the mind of the public.

With the support of 2,800 agents from 220 branches, this “REAL-volution” recorded the following achievements:
1) Remarkable sales growth was far beyond the target, particularly in second property market;
2) Outperforming results on online marketing KPIs;
3) Positive and far-reaching impacts on property market with EAA’s new guidelines and on society with increasing awareness on

the REAL issue; and
4. The first and ever successful HONEST MARKETING case in HK.

ii i One property, multi-listings
Fraud listings with attractive prices

Comments from the Judges:
This was commended as a brave and pioneering marketing campaign, which has turned over a new leaf in property agency market
by introducing a pool of real listings with its wise use of avant-garde cloud technology and delivering the real promises.

The success of the campaign was majorly based on the in-depth understanding of the pain point of the customers. The decisive
step to reposition Ricacorp itself as a trustworthy and committed to social responsibility property agency required tremendous
effort including intensive in-house training and effective PR tactics. The extensive content marketing approach, especially
leveraging short videos through omni social media platforms was the crucial element to make “The REAL Listing” instantly went
viral. The campaign has created a positive, convincing and genuine brand image of Ricacorp.

The results were encouraging in view of the enhanced sales growth and brand perception. The dual purpose of advocating a
positive atmosphere in the industry and concerted effort of Ricacorp to contribute betterment in customer satisfaction was
remarkably achieved.

Parties to be Recognized for Contributing to the Success of the Programme:
1. Uth Creative Group Limited

55HKMA/TVB AWARDS FOR MARKETING EXCELLENCE 2019