Marquee It!
The system
Marquee is a paid upgrade REW sells to agents. It puts one listing in an exclusive slot at the top of search results, bigger and bolder than the homes around it, and carries it out across the LODESTAR Media Network. The product already worked. REW's own numbers had Marquee listings pulling 15x the views, 11x the engagement and 9x the enquiries of an ordinary listing.
The problem was that nobody could explain it. Agents did not understand what they were buying, so sales had no story to tell, and homeseekers had never heard of it at all.
My call was to stop selling it to agents. The agent holds the product, but the seller holds the relationship, and the seller is the one asking why their home has not moved. So we advertised Marquee to homeseekers and told them to ask their agent for it by name. An agent asked for something by their own client does not need a sales deck.
That flip is the system. It turned two audiences into one message and gave the sales team an enablement story instead of a feature list. The films run on a joke, Lee still waiting for his home to sell while his neighbour's agent used Marquee, because a product explainer nobody watches is worth nothing. The humour earned the attention. The ask at the end converted it.
Six films, two radio spots and a paid social programme, all built to one production standard, then cut for YouTube, paid and organic social, email, the REW.ca site, agent webinars and the sales deck.
Results
Agent purchases of Marquee tokens rose 63% year on year, Q3 2024 against Q3 2025, measured on REW's internal sales data. The campaign drove platform membership sign-ups alongside the product itself.
Agents now sell it in their own words. One describes it as a valuable asset to include with listing marketing material. Another says that as soon as you boost a listing, you get ten times the exposure. That is campaign language coming back out of the field, which is the sign the positioning stuck.
The premise held. The campaign is being extended into 2026, so new work starts from an established idea rather than a fresh brief. That is the difference between a product launch and a position a brand can keep using.
