Estate agent Hamptons has unveiled a bold new multichannel campaign addressing some of the overlooked realities of the property journey.

Developed by creative agency Atomic London, ‘It’s a journey, we’ll get you there’ seeks to highlight the emotional highs and lows of buying, selling and renting.

The campaign, which will run across OOH, digital, social and direct mail channels, will use metaphorical journeys to illustrate the complexities of the home-buying process.

One ad depicts a customer whose goal is to reach the top of a mountain, with Hamptons acting as the expert sherpa, guiding them to the best path. Another shows a customer crossing a treacherous bridge in the jungle, with the estate agent acting as a trusted guide helping them navigate the challenges.

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“Buying, selling, or renting a property is one of life’s most challenging experiences, filled with emotional highs and lows,” said Louise Rudaizky, Atomic London’s managing director.

“In a market where many competitors focus on images of perfect homes, we spotted an opportunity to connect with our audience by addressing the real challenges they face.”

Fiona Stewart, head of marketing and PR at Hamptons, which has a network of more than 90 branches throughout London and the south of England, described the campaign as “a new take on estate agents’ role in helping customers reach their end goal”. 

In addition to the visual campaign, Hamptons is launching special crossword puzzles in the Sunday Times Home section, educating potential customers about the intricacies of the buying or selling process and demonstrating how Hamptons can better help navigate these challenges.

“By emphasising how Hamptons can positively influence their experience, we’ve created a campaign that speaks directly to concerns, reassuring customers that they have a reliable partner to guide them through.”