What the brand needed
Byron Thomas Properties wanted to reframe how people connect with property listings. Real estate pages are often cold and transactional, yet buying a home is emotional. The brand needed a fresh, human-centric approach that would increase buyer interest while reinforcing its community-driven values.
Insights and execution
Research shows that viewing animals can lower stress, build trust and ease decision-making. These are key ingredients for buyers navigating the high-stakes process of finding a home.
‘Homes Need Pets’ is a campaign that flipped the usual ‘feel sorry for me’ script by including real shelter animals in live property listings. Each animal was matched with a space based on its needs, photographed in situ, photoshopped into the listing, and featured alongside the home description on both the Byron Thomas website and Property24.
By placing real rescue animals in relevant spaces and showcasing them in listings, we transformed static property pages into emotionally engaging narratives, both visually and descriptively. And it was all achieved without paid media.
The results
The ‘Homes Need Pets’ campaign delivered effective performance for Byron Thomas Properties with zero media spend, greatly increasing engagement across all lead channels. Not just this, but every featured pet found a home!
increase in property views.
increase in email leads.
increase in SMS leads.
increase in telephone leads.
media spend.
featured pets found homes.
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