First National Tweed Coast

Ben and Paul’s questioning of status quo delivers answers in form of VitrineMedia LED solutions

As energetic and passionate real estate agents committed to providing their customers with the very best service and most memorable property experience, the Charlton brothers Ben and Paul happily pin much of their success on forever questioning the status quo and asking those ‘what if?’ and ‘why not?’ questions when pondering a course of action.

It has seen them grow the First National Pottsville Beach office their father started some 30 years ago into the First National Tweed Coast group that now has the flagship Pottsville branch complemented by more recent branches established close by at Banora Point and Tweed City just inside the New South Wales border with Queensland.

It’s also what got them to question their window display when the Banora Point branch relocated to new premises within the Banora Shopping Village complex earlier this year. The ideal location, it boasted expansive windows and a steady flow of foot traffic throughout the day and into the evening.

As Ben recalls, both he and Paul grabbed the opportunity to relocate the Banora Point office.

“Yes, the shopping centre location was great, but we had to capitalise on it,” he explains.

“We had to find a solution that stood out and captivated the high-volume traffic that strolled by. And while we initially looked at television screens, we agreed that what we really needed was something to make our windows pop.

“That’s when I remembered having visited VitrineMedia at the AREC property expo a year or so back. I remembered, too, that VitrineMedia had since become a partner of First National and as such, offered the group attractive pricing.

“A single call later and we’d had a visit from VitrineMedia’s Queensland Sales Manager Enrico Barone. He impressed from the get-go, being proactive in making suggestions, offering advice on the most powerful and effective design layouts and generous in sharing his knowledge – but best of all, he promised us a solution that would make our window ‘pop’.”

He was true to his word, delivering a window display at Banora Point that Ben says has transformed the office and makes it “shine like the brightest of stars.”

The spectacular results of VitrineMedia display of 28 backlit LED A3 screens at Banora Point since its early April 2019 installation prompted the brothers to ask another ‘what if?’ question.

“What if we duplicate this at Pottsville Beach?,’ I mentioned to Paul as we observed something we had never seen before…people being drawn to the windows and spending a good deal of time taking in the displays – and all this within minutes of the installation going live,” Ben recounts.

“His response was an instant and unqualified ‘Why not? I reached for my mobile and placed an order for a further 28 A3 screens and a week later, and thanks to VitrineMedia’s alacrity in attending to the request, Pottsville came alive. We’re also now at the point where we’re looking to introduce the product to our Tweed City office before too long.”

Reflecting on the VitrineMedia investment, the brothers agree that perhaps the product’s most striking feature is the fact that its powerful yet inexpensive LED lighting, together with the special backlit paper provided by VitrineMedia, delivers a result that mirrors a computer screen.

“We’ve been complimented many times on our new ‘computer screens’ and their sharp, crisp and rich high resolution graphics only for those doing the congratulating to be gobsmacked when we peel back the screen cover to reveal a static print thought which a dazzling LED light passes,” Ben enthuses.

He also describes the installation as a “very good listing tool”, noting that many people are aware that FN Tweed Coast has changed its displays and most of them have told him the two offices now “stand out like Christmas trees at night”.

“That’s most satisfying as it means that after hours, when we have all gone home, our windows keep on working, drawing people in and having them spend time surveying what’s on offer. And with that, there’s bound to be a rise in listings and sales.”

FN Pottsville.jpg

Ian Hammond

Ian is the CEO and co-founder of HammaJack. He is a lawyer turned content writer, turned digital strategist, turned entrepreneur with a penchant for data-driven marketing. You can usually find him trawling through articles in the more esoteric corners of Medium; and don’t be shocked when you get a Slack message at 2am with one of his patented “shower thoughts”.