Doubling down on its commitment to thoughtful organic and paid content, leading real estate brokerage Brown Harris Stevens recently launched a new ad and marketing campaign, “Mastery of the Craft,” in partnership with the creative marketing firm AgencySacks.
The campaign puts BHS clients and agents at the forefront, utilizing imagery and thoughtful messaging that speaks to the company’s industry-leading brokers, history of dominance, and diverse clientele.
“Real estate can be an incredibly complex process. Great agents possess a mastery of this highly nuanced journey,” said BHS CEO Bess Freedman. “At BHS, luxury is not about price; it’s about service. This is what we wanted to stress in our first ad campaign as one unified company.”
“Mastery of the Craft” represents a culmination of a period of growth and evolution for the firm, which merged with Halstead Real Estate last year and consequently became the largest privately owned brokerage in the northeast.
The campaign’s striking visuals showcase a range of individuals and real-life families—from young friends sharing a rental apartment to empty nesters returning to the city. The images and their accompanying captions shed light on the complexities of the real estate process.
Campaign production took place in a New York City townhouse, an East Hampton waterfront estate, and a contemporary home in New Canaan, Connecticut. Additional imagery was included to resonate with the company’s South Florida clientele.
Since their launch, “Mastery of the Craft” ads have appeared in premium magazines and newspapers including The Wall Street Journal, New York Times, Architectural Digest, Vanity Fair, and in local and regional publications in each of the firm’s markets. Additionally, for the first time, Brown Harris Stevens will air commercials across television and Hulu streaming channels.
The ads have also been spotted on top of New York City yellow cabs, on a 35-foot billboard in Terminal 4 of JFK Airport, in numerous bus shelters throughout NYC, on billboards and phone kiosks in New Jersey, and in both Palm Beach International Airport and Miami International Airport.
“‘Mastery of the Craft’ showcases the skills of today’s BHS agents,” explained BHS Chief Marketing Officer Matthew Leone. “We are presenting a picture of all the necessary components needed for a modern brokerage to succeed—from powerful marketing and imagery to a global network of best-in-class agents and properties. This is a proud next era for the new Brown Harris Stevens.”