After completing a full brand audit for Just Property, we didn’t just launch a campaign. We started a conversation, one the industry needed. More or Less played on two truths. In English, it’s a casual “yeah, more or less,” the kind of phrase that feels conversational and disarming. In Afrikaans, Min of Meer flips the meaning, asking, “Are you more or less ready to sell your home?” and “Do you need more or less?”, more space to grow, or less to maintain.
It was more than wordplay. It was a way to connect with both the emotional and practical sides of property decisions. To speak directly to buyers and sellers about what they really want, whether it’s scaling up, scaling down, or simply making a change.
The campaign cut through the clutter. Less noise, more meaning. Less design-for-design’s-sake, more results. Less trying to be everything, more being exactly what people need.
We shaped the message with clarity and carried it with purpose. Across radio, outdoor, digital, social media, and print, each channel pulled its weight. National presence, local nuance. One voice. And it landed. With over 21 million projected impressions at a cost of R0.04 per person, More or Less didn’t whisper. It resonated.
Instead of spreading the budget thin across siloed efforts, we brought it all together. Awareness took the lead, followed by focused campaigns in sales, letting, and recruitment. No clutter. Just coherence. We honed in on South Africans who shape the property market: professionals, decision-makers, property owners, and seekers in urban centers.
They saw Just Property show up differently. Stronger. Sharper. More aligned. Every interaction reinforced the brand. Every channel supported the next. This was a strategy that respected attention, and earned it.
