ERA Real Estate Talent Attraction

Introduction

ERA Real Estate is a global real estate brand recognized in nearly 40 countries, yet its strength lies in its local-first approach. While the brand provides real estate franchise marketing support, it’s the agents and brokers who drive business at the local level. To attract top real estate talent and expand its network, ERA needed a campaign that highlighted the advantages of affiliating with a national brand while emphasizing that brokers remain in control of their local market.

Challenge

The challenge was to craft a message that balanced two key ideas:

ERA Real Estate provides tools, resources, and programs that independent brokerages often can’t access on their own.
Brokers maintain local equity and brand identity, ensuring they still “own” their market while benefiting from scalable real estate marketing strategies for franchises.

The campaign needed to communicate these benefits clearly while distinguishing ERA from competitors in the real estate franchise space.

Solution

NM+U developed the “Corner Your Market” positioning to directly speak to ERA Real Estate broker/owners. The message reinforced that ERA equips brokers with everything they need to dominate their local market, while also giving them a competitive edge in real estate franchise marketing.

The campaign also marked the first steps in ERA’s rebranding initiative, introducing new creative elements to help differentiate the brand from similar national real estate franchises. The result was a talent attraction campaign that not only helped ERA grow but also provided a replicable framework for engaging and recruiting real estate professionals in markets across the country.