In the past two days, our marketing team at WHITEFOX embarked on a bold venture that went viral, sparking conversations across the nation. We strategically placed a billboard in Maylands, a pocket of Perth, with a simple yet polarising slogan: “WHITEFOX – Making homes more expensive since 2017.” Little did we know, this would ignite a debate far beyond our expectations.
Initially, our intention was straightforward: to promote our dedication to achieving the best possible prices for our clients’ homes. However, the billboard’s reception has brought a wave of mixed reactions, with much of the outrage stemming from what some deemed a “tone-deaf” message amid the ongoing housing crisis. Yet, this backlash has opened a vital dialogue about the role of real estate agents and the complexities of the market.
As a real estate agency, we don’t set prices; we work for our clients—the sellers. Our purpose is clear: to maximise the value of their properties. After all, when homeowners engage an agent, they want someone to advocate for them and achieve the highest price possible. Our CEO, Marty Fox, captured this sentiment perfectly during his appearance on the Today Show, where he defended the billboard and emphasised the multifaceted causes of the housing crisis, including interest rate hikes and inflation.
Marty articulated a fundamental truth: “If you are selling your house, would you like to sell it for below market value? I don’t think so. You want it to be as expensive as possible, right?” Our duty is to help clients navigate challenging circumstances, whether due to personal crises or broader economic pressures.
Despite the flurry of negative comments and reviews following the billboard’s unveiling, we’ve also received an outpouring of support. Many people are frustrated with the housing market, but they appreciate our candid approach and agree that if working with us, they would want to achieve the best possible price. In a world where marketing often shies away from controversy, we’ve embraced it. Our billboard has not only sparked debate but has also provided a platform for meaningful conversations about the real estate industry.
Reflecting on the last two days, we’re astounded by the reach from a single billboard, or from 4 obvious words: “Making homes more expensive”. It has allowed us to engage with past and potential clients and challenge the prevailing negative perceptions of real estate agents. We believe that our commitment to excellence, bold and high-quality marketing, and genuine client relationships will shine through – regardless of the slogan on a billboard.
Our aim is to be the industry influencer and not shy away from what our actual goals as a company are. And if that means ruffling a few feathers along the way, then we consider it a worthwhile endeavour.
As our experience shows, in marketing, it’s not just about being heard; it’s about initiating conversations that matter. And with our billboard in Maylands, we’ve certainly done just that.