My client Nancy Hannon, an independent Broker | Realtor of Ivester Jackson Christie’s International Real Estate, came to me with the challenge of creating a unique advertising campaign that would appeal to the emotional part of home buying and selling.

With no shortage of metrics and available data in today’s real estate advertising, Nancy felt that there was an opportunity to acknowledge that the process of buying or selling your home remains a highly emotional life event. We came up with “Every house has a story”, a campaign that pays respect to the memories and stories that make a house home - and recognizes the opportunity to create those stories somewhere new.

With the tagline “It’s not real estate, it’s human estate”, we’ve positioned Nancy at the helm of this process as someone who cares about the deeply emotional ties that come with buying and selling real estate. Initially developed as a monthly print ad campaign, we also carried this campaign through targeted direct mail pieces and social media posts.

Photography by Nirav Patel