Quick facts
SERVICE
Publication copywriting + design | Content marketing strategy + execution | Brand voice development + articulation
OUR ROLE
- Copywriting
- Graphic design
- Interviewing
- Project management
PARTNERSHIP
2021 – present
Client
Gary Peer & Associates isn’t your average real estate agency. Known for its charisma, community spirit and strong market presence, the agency has been helping Melburnians buy and sell homes for decades.
Since 2021, RM has been working with the Gary Peer marketing team to create content that felt like them. Confident but approachable. Polished but personal. Professional yet full of heart.
Challenge
Gary Peer had strong marketing foundations – with all the slickness you’d expect from a premium brand. But it still felt like it was missing:
- Heart and humanity: The brand didn’t always reflect the warm, family-oriented culture that people experience once they meet the team.
- Clear market positioning: Were they high-end? Down-to-earth and approachable? Or somewhere in between?
- Reach beyond Caulfield: In nearby suburbs, established competitors were louder and better known.
The Gary Peer leadership and marketing teams knew they needed regular branded content that showed who they really are: real people with deep expertise, genuine care for their clients and strong community roots.
Solution
To begin, we created:
- A detailed content strategy: We kicked off our new partnership with a discovery workshop with Gary Peer’s leadership and marketing teams. We then translated workshop insights into creative ideas and a solid long-term content marketing strategy.
- A distinctive brand voice: Following the workshop, we also defined a clear and distinctive Gary Peer voice. This involved swapping jargon for warm, conversational language – and showing the team how to steer clear of a salesy tone.
Then we rolled up our sleeves and continued to deliver:
- A flagship quarterly publication: We launched – and now write, design and project manage – a quarterly magazine for the agency. And it’s unlike anything produced by its competitors. The Peer Review combines feature stories, real estate market insights, local hot spot recommendations and team highlights in an engaging, reader-friendly format.
- A vibrant, active blog: We follow a steady rhythm of weekly blogs, covering everything from market updates to hidden-gem cafés. We interview team members, local business owners and community figures to bring the suburbs to life.
- Brochures and sales collateral: We continually refresh brochures, career pages and sales kits, so every touchpoint reflects the same approachable, human tone.
Results
The results of our work speak volumes – in numbers, and in the way people are engaging with the brand.
- High blog readership: We saw 34,000+ blog views in 2025, with over 22,000 new readers discovering Gary Peer content.
- High engagement: Community stories and team features consistently hold attention, with average engagement times often exceeding 1 minute per session – far above the industry norm.
- The Peer Review as a strategic asset: Agents proudly share the magazine at auctions, open homes and community events, leveraging it as both a sales tool and a piece of brand storytelling. Even better, local businesses now approach Gary Peer to be featured!
- Consistency across channels: Across blogs, magazines, brochures and social posts, Gary Peer now speaks with one relatable brand voice.
‘We’ve found the entire RM team to be very friendly, organised and thorough. Each piece is undertaken with enthusiasm, excitement and eagerness! Couldn’t recommend RM more highly!
Gary Peer & Associates