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Case Study – WBP Property Group

De Wintern was appointed to assist WBP with diversifying from its core property valuation function and Victorian base towards its goal of becoming a national, full-service property services company. Our objectives also included raising the company s profile, broadening its reputation among key stakeholders and educating the market about the benefits of valuations. This was a challenge as WBP Property Group’s brand had little profile or understanding in the community; even in its industry there was limited knowledge of WBP’s full service offering. De Wintern created a campaign that encouraged industry stakeholders and media to want to learn more about this local property valuation company.

De Wintern applied its proprietary methodology to determine WBP’s key stakeholders and develop positioning and messaging consistent with WBP s business objectives. This ensured that expansions in WBP s business offer were given the right strategic context. We also identified the opportunity to position WBP as an independent, objective commentator on the property market, based on its valuation heritage. A rolling list of commentary ideas were developed and implemented and managing director Greville Pabst was introduced to a range of property and business journalists. Because of the strategic nature of the campaign, we were able to clearly understand WBP’s stakeholders and issues, and create topics and stories that ultimately changed external perceptions of WBP.

Within 12 months of appointment, WBP Property Group was a regular commentator on the property market in several media outlets including multiple mentions in The Financial Review, The Age, Sydney Morning Herald, The Australian, Herald Sun, The Daily Telegraph and BRW. All articles included key messages about the benefits of property valuation, and there were frequent reports on the company’s expansion plans. WBP continues to reap the rewards from its work with De Wintern through its regular column in The Herald Sun and frequent requests for commentary from top tier journalists.

De Wintern helped take WBP Property Group from a local valuations company with little brand awareness and understanding to one of Australia’s best known and respected full service property companies.