Are you a home brand looking for your last agency?
Strategy: How We Help Home Brands Position Their Marketing
For brands that cater to homeowners, developing a creative marketing strategy that cuts through the noise to speak directly to your target audiences is essential. We work closely with brands to learn everything about their product or service before developing in-depth personas of target buyers and creating content that speaks directly to those personas.
For real estate agents selling a home, what is the demographic makeup of the area and how has it shifted? Is it family-friendly or built for upwardly-mobile singles? For real estate companies looking for clients, what is your niche? Do you specialize in selling studio apartments in Brooklyn or multi-million dollar mansions in Malibu? For brands selling a product or service related to the home, who is the decision maker? Who has traditionally been your buyer and what other demographics might be interested but just don’t know about you yet? Identifying your niche and the people who are most likely to be interested in your properties, your services or products is a critical first step.
Once we know who we’re talking to, we have to strategize the right content to appeal to them. We have to uncover the real story — what will resonate with the target audience? To do that, we have to dig deep into both the personal stories and the data to develop the right content. We need to determine what makes a home, agent, product or service stand out, whether that’s a rich personal backstory, customer case studies or pure data that shows proof-of-concept. We then take this expertly crafted information and data to package the right stories with the right creative assets.
We have helped home brands like
Owned: How Estatenvy Provides The Perfect
Platform For Home Brands
First, Mainland disrupted franchise development marketing with its customized publication 1851 Franchise. Then, we did the same for home brands with Estatenvy. With Estatenvy, we’ve created a tool for home brands to elevate their stories and tell them to a targeted audience.
By covering everything from interior design trends and hot markets for real estate to profiles of industry up-and-comers and successful agents, Estatenvy has built a readership of not only homeowners, but potential home buyers and sellers that real estate companies, agents and brands in the home industry can tap into to tell the right stories to the right targets.
- Content: Estatenvy serves as your active newsroom. Mainland builds content that defines your brand’s “Why you?” and “Why now?” through strategic storytelling, all while delivering your targeted audience your most compelling stories through diverse content like news items, guides, profiles, how-tos, best-of lists and more.
- Amplification: On the back end of Estatenvy, we are building a management system that will be fully dialed into the APIs of Facebook, LinkedIn and Google, providing you with a single dashboard that gives you a real-time glimpse into the performance of each of your stories.
- Technology: New enhancements are always in the works, providing you with the industry’s most robust sales and marketing solution. From cross-domain tracking to data and insights, Estatenvy is rolling out new tech to position itself as both an influencer and as a progressive technology solution.
- Data & Analytics : What stories are resonating best with your audience? Are people engaging with the content and following through to your website? Part of the Estatenvy magic is the blended approach of people and technology, which answers the questions above to help us tailor better, more impactful content for your brand.
Owned: How We Help Home Brands
Storytelling is not limited to the written word. Stories are also told — often more effectively — through images and design. Our creative strategy ensures that a brand’s written copy and design complement and elevate each other to increase the impact of the story. We use creative to elevate all assets, including social media, advertising and marketing.
Owned: How We Help Home Brands
With Website Development
We are experts in creating the best user experience and most important content needed for an impactful website that drives results. Regardless of the target audience or the intended behavior, we have worked with many brands to create compelling websites that are optimized for conversions. Some key areas we highlight on service brands’ websites:
Why this brand, why this industry, why now.
Depth and experience of leadership
Growth and vision for the future
Human interest content that drives users to engage
Earned: How We Help Home Brands
With Public Relations
A lot of agencies consider “doing PR” to be drafting a few press releases, blasting them out to a database and crossing their fingers for results. We take the opposite approach. We dig into a brand and uncover every possible angle that could be considered newsworthy. We don’t just ask our clients what they’re doing, we proactively create stories with a focus on the humans behind the brand. We create strategic quarterly plans of the stories we want to tell to the media. But we don’t stop there. We tap into the news to position our clients as experts on timely subjects, develop trends, leverage data and position our clients as thought leaders in their respective spaces.
Two Men and a Truck
NEW YORK TIMES
Home Clean Heroes
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Work For Mainland
We love working with awesome brands and awesome people. Are you one?
Do you love working with people? Is client relations your thing? Do you have experience pitching the media? Do you love the idea of helping a company grow? Then you may be the right person for us.
In the Account Executive position you will be the agent for achieving concrete public relations results for our roster of clients.
We’re looking for a client services pro, with experience managing cross-channel marketing activities. Knowledge of PR, digital marketing and content; the ability to build strong relationships with...
As an agency driven by the written word, we do countless writing projects for our clients every day, including but not limited to: press releases, bios, bylined articles, pitches, website copy, advertorial copy, blog posts, social media calendars and more.
This position will be responsible for the following: Managing the SEO content arm 1851franchise.com, estatenvy.com, and newly launched digital publications); managing Google Analytics; supporting project management; writing content and working with clients.…
The Director of Social Media will be responsible for creating valuable and engaging content across our clients’ social media platforms. The Director of Social Media will work closely...