October 14 - 15, 2019
New York, NY
Better Homes and Gardens Real Estate: Shifting from Premium to Luxury by Creating a Richer Customer Experience
There are many reasons to get excited about Luxury Interactive this year. Our event – which has been proudly created by luxury brands, for luxury brands – is celebrating its 10th anniversary, and once again will be welcoming a prestigious entourage of executive speakers at the forefront of transformative technology and omnichannel innovations.
One of the most driven and successful of all of our guests this year, offering her wisdom and inspiration to all that attend, is none other than Jennifer Marchetti, CMO at Better Homes and Gardens Real Estate (BHGRE). Since her appointment at BHGRE, Marchetti has taken the brand from strength to strength, and so it’s only fitting that we offer a proper introduction to her and her achievements as a little taster of what she’ll have in store for us all on day one of Luxury Interactive 2016.
Marchetti became Chief Marketing Officer at Better Homes and Gardens Real Estate in 2010. Her role at the firm – which is a franchisor of residential real estate companies and a subsidiary of Realogy Holdings Corporation – is to oversee the brand’s marketing, technology, social media, events and communications, something that Marchetti sees as her true career calling.
“My team and I have the privilege of overseeing the brand marketing, technology, public relations, and social media strategies for Better Homes and Gardens Real Estate,” says Marchetti. “I love being part of a brand that embraces the future of where our industry is heading, works hard to deliver the very best content and experience to our end customers, and empowers Better Homes and Gardens Real Estate brokers and agents with tools, programs and resources to help them perform at their very best.”
Under Marchetti’s marketing leadership, BHGRE have launched several ground-breaking web-based initiatives that bridge the online and offline worlds to offer a richer customer experience. These include the lifestyle search-based website bhgre.com, a series of thought leadership and innovative marketing campaigns that have brought accelerated growth to the brand and its franchisees, and the launching of the real estate industry’s most comprehensive social media strategy to date – an initiative that has included the re-tooling of its industry blog Cleanslate, the launch of its consumer blog The BHGRE Life, and the content strategy development for the brand’s many social media channels.
In addition, she has also led the re-launch of the brand’s intranet site, The Greenhouse, to enhance and streamline custom offerings and an integrated customer relationship management and marketing platform to the brand’s 9,000 brokers and affiliated agents.
Praise From The Top
Sherry Chris, president and CEO, Better Homes and Gardens Real Estate, has had this to say about Marchetti:
“As a real estate brand, we understand that we have three equally important groups of stakeholders – affiliated agents, brokers and the end consumer. Jen has created and led a team of strategic marketers to capitalize on our brand’s unique positioning to be relevant to the consumer 365 days a year and empower our brokers and affiliated agents to be as productive and successful as possible. Her stewardship has brought our brand to new levels as we continue to educate and inspire our stakeholders and strive to make them better with us than without us.”
Further accolades during Marchetti’s tenure at BHGRE include the launch of the brand’s innovative BE Better industry marketing campaign, and the unique studies she has undertaken that have focussed on the Millennial, Gen Z, luxury and Baby Boomer segments of the real estate industry.
“It’s a constant source of inspiration to work with a brand that continues to set new standards in the industry,” says Marchetti. “I am privileged to work among an amazing network of Better Homes and Gardens Real Estate brokers and affiliated agents who embody our brand’s core values to the highest degree. I look at my role as someone who tries to establish strategies and develop resources that pave the way for real estate professionals to be at their best. I look forward to continuing to partner with our exceptional team and network to help take our brand to the next level well into the future.”
Jennifer Marchetti At Luxury Interactive 2016
In her talk, entitled ‘Luxury In The Real World’, on day one of Luxury Interactive 2016, Marchetti will be exploring the opportunities luxury brands have in connecting with and serving clients in online and social arenas. However, with offline being the most critical touchpoint for the luxury enterprise, what differentiates is the combination of service and personalization when associates come face to face with luxury clients, and these trends will be highlighted though the lens of luxury home buyers and sellers, where indeed Marchetti’s unrivaled expertise lies.
Her presentation will be broken down by focusing on:
- How to bridge the online and offline world to complete the richest consumer experience
- How to differentiate for the long term
- How to move beyond the tactics of the business you are in to create relationships that transcend the traditional sales and marketing cycles
An honored speaker indeed, and a talk not to be missed.
About John Waldron: John Waldron is a technology and business writer for markITwrite digital content agency, based in Cornwall, UK. He writes regularly across all aspects of marketing and tech, including SEO, social media, FinTech, IoT, apps and software development.