The Block judge Marty Fox’s bold real estate slogan is dividing Australian real estate pundits
The Block judge Marty Fox has made a bold change to his real estate business that is sparking a heated online debate because of one specific phrase. Find out why.
A new billboard campaign by real estate agency Whitefox has sparked outrage with its new slogan: “making homes more expensive since 2017.”
The billboard, first launched in Perth and set to expand nationwide, has been slammed by critics as “out of touch” during a time when housing affordability is a sore point for many Australians.
But Whitefox chief executive and The Block judge Marty Fox is standing firm, stating the slogan is both a clever marketing tool and an honest reflection of his business.
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“We’re Australian, it’s a bit of humour and as a business we’re direct – we don’t sugar-coat things,” Mr Fox told The Herald Sun.
“Our job is to get sellers the best possible price – it’s as simple as that.
“And honestly, have you ever met anyone who wanted to sell their home for less than it’s worth?”.
The billboards went viral after being shared online, with TikTok users quick to weigh in.
“No, this is so out of touch. Yuck,” one user wrote.
“If a slogan is causing controversy within your company, then it’s probably best to change it up,” another added.
If you’re offending people and causing a divide, it’s not doing its job of promoting the company in a good light.”
But not everyone was critical.
“Their marketing worked,” one commenter said.
“It’s got people talking, and now more people know about Whitefox.”
Another argued the slogan wasn’t as tone deaf as some claimed, saying, “I just read it as being marketed towards people selling their houses — and of course, if you’re selling, you want to get the most money. They’re saying they’ll do that. Am I wrong?”
For Mr Fox, the backlash is just part of putting a message out there.
“I think people just need to look at it for what it is – ask yourself: who’s engaging Whitefox? It’s the seller.,” he said.
“Have you ever seen someone say to an agent, ‘I don’t care what you get for my house — just sell it’?
That’s never happened – sellers hire us to achieve the best possible result, and we take pride in delivering that.”
Prominent Melbourne buyers’ advocate Cate Bakos believed the slogan, while divisive, made sense for Whitefox’s target audience.
“Whitefox target market isn’t buyers — it’s vendors. And for vendors, this message lands,” Ms Bakos said.
“Buyers can say what they like, but ultimately they don’t align themselves to an agent — they align themselves to a property.”
Ms Bakos noted that the backlash reflects the wider mistrust of real estate agents.
“We’re not a particularly trusted industry,” she said.
“But the campaign, it is clever – some will laugh, some will find it offensive, and others will see it as smart marketing.
Matthews Agency chief executive John Matthews is no stranger to bold campaigns championing Aussie humour.
“Slogans need punch and bite – Marty’s gone bold, and it’s stirred debate,” Mr Matthews said
“That’s the risk, but it’s also the reward if it lands with the right audience,”
Mr Matthews revealed his own agency’s strategy for slogan boards, which make up a majority of their campaigns.
“We aim for a mix of humour and a little bit of controversy, but it’s got to pass the 80/20 test,” he said.
“If it’s 80 per cent clever and just 20 per cent risky, we’ll go with it.
“The key is knowing your demographic and how it will land with them.”
While he admired Whitefox’s approach, the Matthews Real Estate chief executive acknowledged the potential pitfalls.
“We’ve had a few boards where we got backlash,” he said.
“You learn as you go. We’re not always going to hit it right, but when you do, it’s a game-changer.
“The challenge is making sure your humour or boldness doesn’t alienate too much of your audience.”
Mr Fox is no stranger to the pressures of the real estate market.
Also a judge on The Block, he said he professionally witnessed first-hand how critical marketing and negotiation are to achieving strong results.
“Even on The Block, contestants ask agents, ‘who’s going to get me the most money for my property?’ It’s the same principle here,” Mr Fox said.
“This year’s season in Daylesford is going to resonate with so many people. It’s such a picturesque and iconic part of Victoria.
As for the slogan controversy, Mr Fox sees it as a natural consequence of creative marketing.
“When you put something bold out there, you’re going to hear from the critics – negative voices are always louder,” he said.
“But ultimately, great marketing gets people talking — and that’s exactly what this slogan has done.
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david.bonaddio@news.com.au
Originally published as The Block judge Marty Fox’s bold real estate slogan is dividing Australian real estate pundits
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