Mastery of the Craft is the culmination of a period of growth and evolution for our firm, with Brown Harris Stevens notably joining forces with Halstead Real Estate in 2020.
Brown Harris Stevens just unveiled its new tagline and creative campaign: Mastery of the Craft.
The campaign—which was developed over the course of more than a year in partnership with AgencySacks—tells the story of the new BHS: a firm with an unmatched 150-year history in luxury real estate and a mastery of the skills needed to meet our clients’ modern needs.
“Real estate can be an incredibly complex process. Great agents possess a mastery of this highly nuanced journey,” said BHS CEO Bess Freedman. “At BHS, luxury is not about price; it’s about service. This is what we wanted to stress in our first ad campaign as one unified company.”
To introduce Mastery of the Craft, we put the BHS client at the forefront. In a series of striking visuals, we see a range of individuals and real-life families—from young friends sharing a rental apartment to empty nesters returning to the city. They represent the diversity of our clientele and the vast types of transactions we handle.
Campaign production took place in a New York City townhouse, an East Hampton waterfront estate, and a contemporary home in New Canaan, Connecticut—reflecting the array of properties we represent.
To create the campaign, we worked with portrait photographer Jason Madara—who uses painterly light and sculptural compositions to create work that is rich with depth, color, and intrigue—as well as cinematographer Nick Korompilas, whose honest portrayal of his subjects sheds light on the emotions and complexities of buying or selling a home.
Speaking about the campaign’s reflection of the new Brown Harris Stevens, Chief Marketing Officer Matthew Leone said:
“We are presenting a picture of all the necessary components needed for a modern brokerage to succeed—from experience and knowledge, to powerful marketing and imagery, to a global network of best-in-class agents and properties. This is a proud next era for the new Brown Harris Stevens.
BHS is now the largest privately owned real estate firm in the NYC Metro Region with 2,500 agents and 50+ offices across New York City, the Hamptons, the Hudson Valley, Connecticut, Miami, Palm Beach, and New Jersey. Real Trends recently ranked our firm as having the highest average sales price per agent among large brokerages in the country.
Look out for our Mastery of the Craft campaign in national publications like The New York Times, Wall Street Journal, Architectural Digest, and Vanity Fair, and in regional/local publications. Our ad will also appear on cable TV, Hulu, and YouTube, and as location-specific installations on New York taxis, New Jersey billboards, in Connecticut train stations, in and airports in South Florida and NYC.