Brand Management – Wilson Property

Brand Management
Wilson Property

Wilson property operates in the Victorian Gippsland region. They have racked up a number of wins to position themselves as the market leaders in their region. However, being so busy didn’t leave them much time to focus on the business’ brand identity.

This is where we came in. We refreshed all of their marketing pieces, brought them into alignment and created a new range of sales and property management visuals to help them further grow their market share.

If you feel your brand is tired and could use a refresh, get in touch with us. Smart, modern branding assists in the selling process – trust us!

Keeping your pal’s paw on the pulse 🐶


Did you know dogs need real estate services too?

The Identity Marketing team are experts in connecting real estate agents with their audiences to make the dreams of buyers and sellers come true – which now includes canine companions; a demographic that we have seen phenomenal results in.

Targeting dogs with marketing services for real estate agents is no barking matter. Dogs are the most common pet in Australia, with an estimated 4.2 million pet dogs in Australia.

We have unparalleled knowledge and experience in working with canine audiences, an audience that is continually growing.

At Identity Marketing, we are making waves in the marketing industry by being the first marketing agency to target dogs who have an interest in real estate.

Social Media
We often have doggy days in the office to better understand dogs and how they perceive marketing messages. This enables the Identity Marketing social team to really get into the minds of dogs as they create targeted social content.

The social team spends time building relationships with a wide variety of dogs to bring you the benefits! The Identity Marketing team and dogs bond by watching Keeping Up With The Karwoofians, going to brunch, and singing karaoke.

Print Products
We’re ahead of the curve by developing a bacon scented stock paper that can be used in your print items, including but not limited to Pre Listing Kits, Market Reports, and Anniversary Cards.The bacon scented stock paper is infused with key vitamins, such as vitamin B7 that are essential for dog health.

Email Marketing
Dogs have a limited spectrum of visible colours compared to their human counterparts. These colours are generally limited to greys, yellows and violet tones. We have a tried and tested colour palette of over 50 shades of grey to ensure your email marketing template stands out in the eyes of dogs when working with a limited spectrum.

Rebranding Services
Through our extensive research on the effects of real estate marketing on dogs, we discovered dogs are twice as fast humans at coming to conclusions regarding first impressions, with dogs deciding in under 4 seconds, while humans required a full 7 seconds.

With less time to make your mark on this particular audience, we use our extensive knowledge and experience to guide your brand into something that is unmissable for canines, all while ensuring not to exclude your current audience.

So, if you’re a real estate agent and you’re not pitching to puppies, you’re missing out!


P.S. Happy April Fools Day! This has been our joke for 2018, however if you require us to work with adorable puppies, we’re more than happy to accommodate your requests

April Social Media Update



This month Snapchat and Instagram are still trying to outdo one another, Twitter implements a feature their users have been suggesting for years, and Facebook implements a new status feature in their mission of finding new ways to get their users to share self made content.

A mere 4 years ago the world woke to a Twitter scandal involving Harry Styles, a former member of the very popular teen band, One Direction. Long story short, dear Harry had liked a tweet, a sexually explicit tweet which millions of tween girls then saw through his popular twitter account. For those who are unaware of how liking tweets works on Twitter, ‘liked’ tweets are saved to your profile under a section appropriately titled ‘Likes’.

User’s in the past have often liked tweets in order to save them for later, especially tweets that feature linked articles that users don’t have time to read then and there. To assist the user experience, Twitter has implemented a feature that users have been requesting for quite some time: a way to save posts for later, without it being publicly visible. However this update isn’t aimed to control saucy scandals, twitter realised that some users felt uncomfortable saving a tweet by liking it, especially if the content was sensitive, such as coverage of a tragic event.

So if you’re looking to be socially sensitive or secretly saucy online, the new Twitter Bookmark feature is the perfect addition to your Twitter perousing.

The battle for social dominance continues with Snapchat taking up arms against Instagram by fighting fire with fire, in other words, Snapchat is trialing two updates which are alarmingly similar to features that Instagram Stories have been using since 2016.

The first update is the ability to record video content ‘hands-free’. Previously, to record video on Snapchat users would be required to hold down the record button until they decided to end filming. Instagram has had this feature since December 2016, however in defence of Snapchat, Instagram only allows a 15 second recording time, while Snapchat allows its users a generous 60 seconds of hands-free video recording.

The second ‘been there, done that’ update is the introduction of tagging users in Snapchat Stories – something Instagram introduced back in November of 2016.

To use access this feature, users can @tag a user by writing their Snapchat username on any snap.

When other users view Snaps with @tags, they can swipe up to get more details on the person tagged, such as their bitmoji, their Snapcode, and an add user button.

In 1967, two studies led to the theory that communication is 55% body language, 38% tone of voice, and only 7% based on the actual words we say. Facebook status updates, along with email and tweets suffer from not being able to communicate body language and tone of voice, often leading to miscommunication. Facebook’s new update aims to encourage more original and personal content from users, while improving the issues of miscommunication. As the latest in an ever growing list of features to express oneself in status updates, Facebook is trialling voice clips as status updates. The new feature is currently only testing within India, which is the perfect testing ground due to the hundreds of local languages, and lack of keyboard capabilities for using the languages – at present only a handful of the local languages are available on Google’s Gboard or any other digital keyboard.

Instagram’s new update incorporates Instagram links, such as hashtags and user handles into Instagram bios. The Instagram Press website released a statement stating that ‘with hashtag and profile links in your bio, you can express yourself and your interests right in your profile’ which is a win for both users and a win for arguably the most creative platform of the big 4 social sites.

The update has the potential to assist users to continue gaining followers and finding new accounts to obsess over which helps Instagram avoid becoming stagnant to current users, ensuring that they return to the app regularly.

Furthermore, live links in bios encourage users to dive a little deeper into content discovery. For example, let’s say that Oprah’s Instagram features the hashtag #FruitInHats (yes, it’s a real hashtag with 4 public posts – you should check it out), you can bet your fresh produce that users will be clicking on that hashtag because it is of interest to Oprah, leading to content discovery.

With this update, Instagram has ‘you scratch my back, I’ll scratch yours’ down to a social media artform.

Will you be adding hashtags into your Instagram bio or trialling voice clips once they become available globally?

But what do I do with my hands?


Director. Film Coach. Producer. Videographer. Legend.

Director, film coach, producer, videographer, legend – the titles for Ben are endless.
Ben Fleming is not only the Senior Digital Designer at Identity Marketing, he’s our resident sportsman and table tennis terminator – but most importantly, he’s the guy who can make anyone at ease in front of the camera.

This month we asked Ben to sit us down and talk us through his process and how he gets real estate agents speaking in front of the camera like Oscar winners, which resulted in ‘Ben’s Four Commandments’ below.

Camera Commandment #1: Practice

There is a special circle in hell reserved for those who steal your car park and for those who read their script once and think they have practiced. You should be practising what you’re going to say at least 10 times, even more if you’re preparing for your first time in front of the camera.
By practicing your speech, or rather script you’ll be able to develop confidence in what you’re saying, you’ll begin to sound more natural as you familiarise yourself with the words and you can find out exactly how long you’ll be speaking for.

They say practice makes perfect, and they’re not wrong –  so ensure your practice is perfect by following Ben’s practising tips below:

  1. Practice your script standing up, especially as you’re likely to be standing when you’re being filmed.
  2. Do a practice run of filming. Watch and review the footage to see where you can improve.
  3. Read aloud! Reading in your head isn’t enough and can be misleading.


Camera Commandment #2: Project

You’ve probably heard the saying ‘children should be seen and not heard’, however Ben has a saying of his own – ‘real estate agents should be heard and understood’! Meaning that your message should be clear and audible to your audience whether they are physically in front of you or watching you on video in the comfort of their homes.

The key to voice projection is to know the difference between actually projecting your voice and shouting, because let’s be honest, shouting doesn’t win friends.

If you’re looking to improve your voice projection, Ben has three tips to get you projecting like a pro:

  1. Speak to someone at the opposite end of a room and ask for their opinion.
  2. Ensure you’re standing up straight and demonstrating good posture. This small adjustment can be the difference between your voice projecting to the floor or projecting across the room and into your audience’s ear.
  3. Talk from your chest. Ensure that your voice is coming from your lungs and diaphragm and not your throat.

Camera Commandment #3: Smile

The University of California examined the smiles of people featured in a yearbook to see if they could predict how successful they became. The results were remarkable with the widest smilers consistently ranking highest in happiness, success, and how inspiring they were perceived to be.

You can communicate the above benefits to your viewers easily by smiling! By showing your pearly whites you are able to not only come across as friendly and warm, but subconsciously you give off the aura of being incredibly successful, trustworthy, and happy!

If you needed even more incentive to smile in your videos, smiling can boost your immune system, it can relieve stress, and make you more successful at work!

Camera Commandment #4: You Do You

Put your hands in the air like you just don’t care! – okay, maybe don’t do that on camera.

There is an unwritten rule that floats around which says that you should control your hands – something that makes people become self conscious of their hand movements which then impacts filming.
Ben’s key advice is that you should be yourself and ‘you be you’. If you speak with your hands – keep at it. If you naturally keep your movements to a minimum then that’s okay too!
Each side of the hand control debate has its benefits. If you speak with your hands, studies have shown that people will view you as warm, agreeable and energetic. If you’re the type who stays still while in front of the camera, studies show that people view you as logical and analytical!
The main point to take home from this is to do you! Do what comes naturally and you’re sure to look and feel natural in front of the camera.

Be sure to implement Ben’s 4 tips into your filming to get optimum results!

March Social Media Update


It’s been a busy month for Instagram, Facebook, and Snapchat as their updates take inspiration from the goals of their humble beginnings, with some even going against their initial values.
This month we discuss five key social media updates that are important, not only for real estate agents but businesses alike.

Instagram is one of the few social platforms that doesn’t allow easy sharing of other user’s content, arguably due to the nature of the platform and their pursuit of users creating original content; however it seems this philosophy around sharing user content may be loosening via Instagram Stories.

Instagram has confirmed that they are testing a new feature that allows users to share public Instagram stories to their own story. People are already speculating how the update will affect the future of Stories and whether users will be able to edit the Stories by adding commentary, stickers, and gifs. Currently, the feature is only testing within a small market, however the forecast for a global rollout looks positive.

Augmented reality masks are something that is still heavily associated with Snapchat, regardless of Instagram and Facebook mimicking the feature. As revenue declines for Snapchat, and loyal users are still left reeling after the recent app redesign it makes sense for Snapchat to release their newest update: Custom Filters and Lenses.

Snapchat is now offering the purchase of customisable filters for special events such as birthdays and weddings. Users who choose to create one of these custom filters can choose from 150 template options which are split into two categories, Filters and Lenses. Filters are simply a decorative border, while lenses are the augmented reality masks that we all know and love. Pricing for these filters depends on the length of time the filter is active as well as the location that it is accessible from.

Facebook is on a mission to bring more personal content back to their social platform, which has seen the introduction of a new algorithm. To further this goal, Facebook has released a new status update feature called ‘Lists’ which as it sounds, allows users to create personal lists as a status update. Facebook hopes that these lists will get users talking and creating the meaningful conversation that the social giant is craving as personal updates from users reportedly declined a whopping 15 percent between 2016-17, and are still in decline.

Question, What do you get when you mix Snapchat’s disappearing photo messaging with user control? Answer, you get Instagram’s new messaging update!
This update sees users able to choose whether the receiver of their photo message will be able to view a photo message once, replay the photo message, or be able to see the photo message permanently within the message feed.

Instagram has long been accused of copying Snapchat when it comes to their story features, however it seems the tables have turned and Snapchat has now copied Instagram! Last month Identity Marketing covered an Instagram update about the implementation of a gif library for use within Instagram stories; something that Snapchat has now also implemented. Both the Snapchat and Instagram gif library are powered by Giphy, an online library for sharable and downloadable gifs – however it seems that Instagram wins this round as they offer a larger gif library for their stories.

Which updates are you eager to try?

Brand Management – Ash Weston

Brand Management
ASH WESTON – Ray White Frankston


In addition to selling over 100 homes per year, Ash Weston leads a team of 16 real estate professionals operating out of Ray White Frankston. With his background in design & creativity, it comes as no surprise that he’s winning awards for his marketing.

Below are a few samples of different pieces we have created for Ash Weston to help him manage his team’s brand in Frankston.

Optimising your videos for social media



Video is everywhere, on our phones, iPads, desktops, at home, and in the workplace which begs the question: “if an image is worth 1000 words, how many words is video worth?” By the year 2020 video content will account for over 80% of all online traffic, meaning that the 100 million hours of video that is currently viewed on Facebook everyday is a number that will continue to climb.

There has never been a more vital time to be creating and posting videos on social media to reach and engage your audiences, so in answer to the previous question “if an image is worth 1000 words, how many words is video worth?” the Identity Marketing answer is “too many to ignore”.

Continue below for our three tips for online video content!

#1 – Get to the Important Things
The average viewing time for a video on social media is about 13 seconds, to put this into perspective, it is said you have 7 seconds to make a strong first impression, which means you have twice this time to make your audiences stop and listen. Although impressions are easily made, ensuring your audience is engaged by your video is not, however you can make this easier by skipping the verbal introductions and getting into your important points from the start. To make up for not verbally introducing yourself, make use of titles to introduce who you are and who your company is, you can even add a topic for the video to really give your viewers context.

#2 – Add Captions to your Video
Auto-playing videos are a staple on almost all social media platforms which is reason enough to include captions on your videos but did you know that 85% of Facebook users view content without audio? It takes more than visuals to adequately communicate your message, especially when no audio is involved. Captions are proven to provide a greater depth of understanding, by reinforcing what is happening within video content. Furthermore, silence is underrated – by optimising your video content to use captions, you’re ensuring that your audience can view your video in any situation, especially situations where sound might be inappropriate such as public transport and in quiet work places.

#3 – It’s Hip to be Square
A famous 1986 song by Huey Lewis and The News goes on to say ‘it’s hip to be square’ and that saying is more relevant than ever when it comes to video content on social media. Over 50% of videos are watched on mobile devices with the majority of audiences not turning their phones sideways to watch videos in full screen landscape, which means you’re missing out on an opportunity to showcase detail and make captions easier to read. By making your video content square, similar to instagram style content you will be able to access 30% more mobile screen space when your audience is viewing within social media feeds.

Which tip do you think is the most important and which will you be applying to your marketing strategy? Let us know in the comments!

Expert series interview with Phil Harris

Phil Harris is the owner of Harris Real Estate. He runs a busy team of 140 people operating out of Adelaide.

In this interview, Phil shares how marketing has changed since he has been in the industry. We touch on a funny moment at an open home, what he sees as the most common problem for agents, who inspires him and what keeps him going.



“The reality is 99% of all agent’s problems could be solved if they spent two hours on the telephone everyday looking for new business.”

– Phil Harris