26 June 2019

Holly's distinctive campaigns go extra mile to sell a lifestyle not just a home

| Wendy Johnson
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Holly Komorowski

Daring to be different: Holly Komorowski marketed one home by sourcing gorgeous chickens for the chicken coop. Photos: home.byholly.

Sometimes it’s the little things that count in real estate. Like a couple of chooks. Yes, a couple of chooks.

Holly Komorowski opened home.byholly two and a half years ago, determined to buck trends in the real estate industry. Her sheer determination is producing award-winning results, including a recent incredible sale in Ainslie.

Holly originally sold this heritage property in 2015 for $1,333,000, with 10 registered bidders vying for what turned out to be a record sale. Recently, she sold it again, with the owners moving interstate. This time it went for $1,630,000 with two registered bidders, the highest sale in Ainslie so far in 2019.

“I went above and beyond to curate an engaging and emotional campaign, including sourcing gorgeous chickens for the chicken coop and having veggies planted in the garden,” says Holly. “I worked with the owners to style the property to draw out its best features. We used story-telling to showcase how wonderful it was to live in the area and in the home, including a personally written letter by the owner. This approach helps the buyers envisage what it would be really like.”

Holly sold this property twice, achieving higher-than-expected prices each time.

Fresh and inviting campaigns like this—distinct in the real estate industry—have led home.byholly to win multiple awards, including for “Residential Property Campaign of the Year 2017 and 2018” at the annual REA Excellence Awards.

“Little actions, consistently applied that go above and beyond, add value to clients and the commercial component of a sale. It’s led to repeat clients, the best outcomes and the overall success of my business,” says Holly.

“The Ainslie property is an example. The first experience the sellers had was so positive that four years later they contacted me to sell for them again, as they had complete faith and trust.”

A quick trawl online shows how much fun agent, seller and buyer have with home.byholly listings.

“We have enormous fun collaboratively creating our campaigns and tailoring our marketing to each property rather than applying the predictable template approach relied on by many bigger agencies,” says Holly. “We explore different ways to represent properties, through collaborations with industry-leading local photographers and design studios.

When you work with award-winning creative leaders in a range of industries outside of real estate you get creative execution at a national commercial level, rather than simply relying on in-house skills and expertise.”

In addition to working with local creatives, home.byholly supports local in many other ways, collaborating with a local winery and engaging a ceramicist to design an exclusive “HBH” gift—a keepsake from the sale and experience with the agency. “It’s so much more than a standard international bottle of wine,” says Holly.

“Our client’s memorable experience is the core of our philosophy at home.byholly. It’s in our DNA to always put in that bit extra—my entire team operates this way, with high energy, integrity, enthusiasm, authenticity and dedication to the job, giving testament to our belief that boutique is better.”

Holly’s creative campaigns focus on what it’s like to live in a home.

Holly and the collective home.byholly family prove time and again that it’s not just one little thing that makes a difference in a campaign but many combined and well-executed ones. “The result is then compounded,” says Holly. “It produces premium prices, memorable exceptional service, happy customers, and clients for life.”

Another way home.byholly bucks the trend is with its fresh, inviting and highly noticeable branding designed around feminine, soft and relatable colours. The agency’s soft pink signs call out a conversational ‘Buy me’ (instead of the more predictable ‘For sale’) and big heart stickers announce #soldby.Holly (instead of just ‘Sold’).

home.byholly—which now has a tightly collective team of talented individuals—is authentic and natural in everything it does, including the language used on its website, through social media and when dealing with clients direct.

“It’s more comforting and suits who we are,” says Holly. “There’s no reason to do business any other way.”

This is a sponsored article, though all opinions are the author’s own. For more information on paid content, see our sponsored content policy.

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