United Country Real Estate
Industry: Real Estate & Auctions
Case Study:
Building a Top-Performing Auction Marketing Company for a Niche Real Estate Franchise
In 2006, a rural-focused real estate franchise with 500+ locations identified a growth opportunity in selling more land through accelerated marketing campaigns, also known as auctions. While rapidly expanding by adding 120+ new franchise locations through partnerships with auctioneers, the franchise soon realized it lacked the infrastructure to manage proactive auction marketing campaigns.
Diffactory’s CEO was brought in to build a solution supporting the franchise’s auction marketing needs. He developed an in-house marketing services company, Enhanced Marketing Solutions (EMS), to handle all auction-related promotional efforts. This specialized marketing division enabled the franchise to serve its auctioneers better and accelerate asset sales.develop a solution to
- Team Creation
Built and organized a highly specialized in-house marketing team focused on auction marketing campaigns.
- Brand Development
Branded and trademarked the marketing services company as Enhanced Marketing Solutions, positioning it as a best-in-class marketing provider for auctions.
- Campaign Execution
Delivered award-winning auction marketing campaigns that significantly boosted land sales.
- Industry Recognition
Secured over 50 awards from USA Today and the National Auctioneers Association for excellence in auction marketing.
- The company has played a key role in helping the franchise sell assets worth hundreds of millions over the past 17+ years.
- The auction division and EMS became critical differentiators, enabling the franchise to secure more auction-focused franchisees.
- During the Great Financial Crisis, auction sales helped offset declines in traditional real estate transactions, ensuring the 80-year-old company's survival and growth during a challenging market period.
By building Enhanced Marketing Solutions, our CEO enabled a niche real estate franchise to thrive and differentiate itself in a competitive market. The strategic focus on auctions during an economic downturn was key to the company’s continued success, highlighting the power of targeted marketing and operational agility