Brian C. North
When I first met Brian North, he was the rock-star realtor for Green Street, specializing in the Arcadia area. Green Street gave him license to build his own personal brand and he wanted to stand out and reach a sophisticated Arcadia crowd in a unique way. After spending some time with Brian, I wanted to poke fun at the traditional Realtor approach of stuffy photos and professional jargon. We knew the Arcadia crowd could appreciate a little humor and an approachable message. Our main focus was to make each piece stand out with a unique message, highlighting Brian’s knowledge of Arcadia, his relentless work ethic, and business savvy. We launched three direct mail pieces, timed at 30, 60 and 90 days, and supplemented the mailers with a digital billboard on 44th Street and Camelback Road. I knew we were on the right track with the campaign when Brian expressed some fear before we send the first mailer. We took a risk and it paid off. Brian got a lot of local attention and became the talk of the town, which helped him eventually launch his own brokerage, North & Co.