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The Agency: Launch Of A Global Luxury Real Estate Brand

395373_217760414976180_793453769_nThe Agency is a luxury real estate brokerage founded by Mauricio Umansky, Billy Rose and Blair Chang in late 2011. Upon its launch, Wicked+ was tasked with creating and executing a comprehensive and integrated marketing plan, including overall branding, traditional and online PR, web design, advertising and marketing collateral, content strategy and creation, copywriting, and SEO. The goal was to quickly establish The Agency as a worldwide leader in the luxury real estate marketplace and build an aspirational lifestyle brand through innovative marketing strategies.

Wicked+ is now an indispensable component of how The Agency markets itself and its multi-million dollar listings, many of which are among the highest priced homes in the U.S. Our earned and owned media strategy amplifies the reach and frequency of The Agency’s marketing efforts, as well as increase one-to-one engagement with global contacts.


Web Design – Designed + developed by Wicked+

Print Advertising
Example – Angeleno Interiors magazine ad

Public Relations
We execute both “push” and “pull” techniques that involve pitching media outlets and acting as our own media (via The Agency blog and social media channels) to reinforce The Agency’s brand positioning as a global luxury/lifestyle brand. We consistently secure major media exposure for The Agency, its agents and its listings in International, national and local media.

Mainstream outlets we consistently obtain hits in include:

  • Wall Street Journal
  • NY Times
  • Forbes
  • E! Online
  • The Hollywood Reporter

Local, Lifestyle + Online – Local, Lifestyle and Online hits include:

  • Architectural Digest
  • Huffington Post
  • Trulia Luxe Blog
  • WSJ House of the Day
  • AOL Real Estate
  • LA Times Home of the Week

Content Strategy + Creation
Screen Shot 2013-04-25 at 10.40.25 PMThe Agency Daily: We develop and execute an editorial and content strategy designed to drive significant traffic to the company’s website and reinforce its brand positioning and competitive advantages.

“60 Minutes” Story on Blue Hole Bay: One of The Agency listings, an island property in the Bahamas, was shown in a “60 Minutes” piece about the sport of freediving. Although the property wasn’t the focus of the story we seized upon the opportunity to make it the focus by writing a blog post about it, and then pitching it out to the media. A number of US and International news sites, including Daily Mail (UK)Yahoo! News and Curbed, picked up on our story, driving tens of thousands of hits to The Agency website and significant exposure for the property.

By structuring pages throughout the site to target keywords related to the luxury real estate market and combining that with link-building efforts that include content creation, social media, public relations and internal referrals, Wicked+ has positioned The Agency as one of the premier luxury real estate brands while still only in its infancy. The targeting of long-tail, more specific keywords continues as The Agency’s website expands its reach, consistently drawing more and more traffic to those deeper pages.

Top-ranked long-tail keywords for The Agency include:

  • Luxury Real Estate
  • Los Angeles Luxury Real Estate
  • Beverly Hills Luxury Real Estate
  • Beverly Hills Luxury Homes
  • Mauricio Umansky

Social Media Marketing
Wicked+ manages all agency branded social media channels including FacebookTwitterPinterestYouTube and Instagram. We develop initiatives to actively grow The Agency’s audience and the reach of shared content, as well as find meaningful ways to engage with fans.
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One Comment

  1. Grace Bloodwell says:


    I am writing to inquire about your real estate PR services. We have a time-sensitive project that will require a good deal of PR. We are based out of Boston and the property we are selling is in Martha’s Vineyard. The list price(s) ($30m, $45m, $112m, etc.) require that we reach extremely high net worth individuals. We feel that NYC is one of the target locations for prospective buyers. Our projected launch date is mid-July.

    Would it be possible to speak this weekend about your offerings? We have initiated conversations with a Boston firm but have yet to engage them.

    Thank you,
    Grace Bloodwell
    South Light Property LLC

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