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CA Better Homes and Gardens subject of case study

Property Here - Wednesday, February 20, 2013

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The Better Homes and Gardens Real Estate (BHG) brand is the focus of a case study developed by the Richard Ivey School of Business at the University of Western Ontario. Written by Raymond Pirouz of the faculty of marketing at the university, the study offers insight into BHG president and CEO Sherry Chris’ knowledge of social media and marketing strategies that she and her team implemented when launching and growing the company. The study examines the tactics used for the brand’s foundation, which are attributed to bolstering its growth.

Following its launch in July 2008, Chris and her team have grown the franchise network to more than 8,000 sales associates across Canada and 26 states. Chris says this success is due in large part to the company’s “strategic and mindful approach to targeting both consumers and the real estate industry as a whole.”

The company says as an early adopter, Chris recognized the power of engaging with businesses and consumers through emerging media channels – making her the most followed CEO of a national real estate brand on Twitter.

“When we launched Better Homes and Gardens Real Estate, few businesses were leveraging the tremendous power of social media to drive brand awareness, develop business opportunities and fuel growth,” says Chris. “Our success underscores the value of using new media channels to engage with customers, business partners and members of the real estate industry. As an alumna of the Richard Ivey School of Business, I am honoured to share the knowledge our company has acquired by utilizing emerging media channels to bolster our brand. I hope this case study will encourage others to look outside traditional business practices and examine the importance of being strategic in not only what you say, but the way in which you communicate it.”

The full case study is available athttps://www.iveycases.com/ProductView.aspx?id=56717