In June 2020, the real estate industry witnessed a significant transformation when Halstead became part of Brown Harris Stevens. Both firms, renowned giants under Terra Holdings, brought distinct strengths to the table. Brown Harris Stevens, a heritage brand with roots dating back to 1873, has long dominated the luxury real estate markets in New York City, South Florida, and the Hamptons. Meanwhile, Halstead, a younger and larger firm, built a strong presence across the New York Tri-state area, celebrated for its cutting-edge marketing and technology innovations.
As the global pandemic forced many businesses to adapt, Brown Harris Stevens faced the challenge of redefining itself to stay ahead in a rapidly evolving market. The union of these two powerhouse firms created a new force in luxury real estate — combining decades of experience with modern strategies and technologies.
At the heart of this evolution lies the “Mastery of the Craft” campaign, a visionary marketing initiative led by Brown Harris Stevens’ Chief Marketing Officer, Matthew Leone, alongside a talented in-house marketing team and the boutique creative agency, AgencySacks. This campaign highlights the dedication, expertise, and refined skills of Brown Harris Stevens agents, emphasizing the complexity and nuance involved in luxury real estate transactions.
The campaign skillfully balances the firm’s rich history with the demands of today’s market. Through a mix of print, digital, video, TV, streaming platforms, outdoor advertising, and social media, the “Mastery of the Craft” campaign showcases not only exclusive properties but also the professionalism and deep knowledge of the agents representing them.
“Real estate is more than just price tags; it’s about the service and the mastery involved in guiding clients through life-changing decisions,” says Bess Freedman, CEO of Brown Harris Stevens. “Our campaign represents the unity of experience, innovation, and commitment that defines the new era of Brown Harris Stevens.”
The campaign’s visuals and messaging celebrate the unique regions the firm serves — from the vibrant streets of NYC to the serene landscapes of the Hamptons, Miami, Palm Beach, Connecticut, New Jersey, and the Hudson Valley. Shot by acclaimed portrait photographer Jason Madara and cinematographer Nick Kormapilis, these lifestyle ads capture the essence of luxury living and the dedicated agents behind it.
Beyond the campaign, Brown Harris Stevens continues to innovate with new services and marketing tools including an upgraded website featuring enhanced search functions and chat support, a special print insert in The New York Times, and a dynamic blog offering insights on design trends, neighborhood highlights, and exclusive property stories.
The “Mastery of the Craft” campaign is more than just an advertisement; it’s a testament to Brown Harris Stevens’ leadership in the luxury market and its commitment to excellence. Running through October 2022, it reinforces why the firm remains a trusted name for discerning buyers and sellers across the East Coast.
This campaign shows that real estate success takes more than just listings — it takes skill, passion, and experience. To learn more stories like this, visit ThisOlderHouse, where we cover the people, places, and power moves shaping real estate today.
