The Edge You Need
Scan
Edina Realty was already the dominant real estate brand in the market. The challenge was making that dominance feel undeniable, translating market share into an obvious reason to choose them over an agent who promises the same thing.
Spot
The real experience of buying a home lives in cardboard boxes, bubble wrap, change-of-address forms, house numbers on the siding. If Edina is the biggest name in the category, that’s where their name should show up too.
Rally
A campaign turned moving materials into “the edge you need,” reaching people right when they were already thinking about a move. Packing tape read “We wrap up a sale every 24 minutes.” Change-of-address envelopes showed “61 homes a day” through the window. The dominance stats became something people could feel, not just read.
