In the past few weeks, our marketing team at Holdsworth Real Estate embarked on a bold venture that has rippled across the local community and the internet alike.
We strategically claimed a notorious billboard space in Osborne Park with a simple, culturally contextual slogan: “OnlySolds.” Little did we know, this would ignite a debate far beyond our expectations.
For those familiar with the history of this specific advertising space, our intention was clever and straightforward: to pay homage to the site’s legacy. In 2023, this billboard famously hosted an OnlyFans promotion, followed by a local beer brand’s “OnlyCans” campaign. By launching “OnlySolds,” we intended to complete the trilogy—signaling our dedication to getting the job done, while nodding to the area’s pop-culture history.
However, the billboard’s reception has brought a wave of mixed reactions. Much of the outrage stems from what some deemed an “on brand” display for our profession, with critiques ranging from comparisons to Chris Lilley’s characters to visceral reactions of “yuck.” Yet, this backlash has opened a vital dialogue about the role of personality in an industry often criticized for being robotic.
As a real estate agency, we don’t just put up signs; we put ourselves out there—literally. Our purpose is clear: to capture attention in a crowded market. After all, when homeowners engage an agent, they want someone who isn’t afraid to stand out. Some have critiqued the imagery, specifically the “bunny ears” gesture, suggesting it undermines the seriousness of the transaction. We’ve even faced scrutiny over our previous viral content, with conspiracy theories suggesting we manufacture complaints about our own ads to generate engagement.
But let’s articulate a fundamental truth: If you are selling your house, do you want an agent who blends into the background? I don’t think so. You want an agent who commands attention.
The “OnlySolds” campaign, much like the Whitefox “expensive homes” debate, forces a question: Is real estate allowed to be fun? Our duty is to help clients navigate the market, but that doesn’t mean we have to be beige while doing it. The comments claiming the billboard “doesn’t make sense” or attacking the “father and son duo” overlook the core metric of marketing: memorability.
Despite the flurry of negative comments—some claiming the ad is “garbage” or worse than the HBF quokkas—we’ve also received an outpouring of engagement. Many people are tired of the stiff, corporate facade typical of real estate. They appreciate that we don’t take ourselves too seriously, even if we take the sale of their home seriously. In a world where marketing often shies away from personality, we’ve embraced it.
Reflecting on the last few days, we’re astounded by the reach from a single image. A sign that once caused a frenzy over bikinis and beers is now causing a frenzy over suits and puns. It has allowed us to engage with the community and challenge the prevailing negative perceptions that real estate agents are humorless robots. We believe that our commitment to results, combined with a willingness to be the “Quentin Cooks” of the industry if need be, sets us apart.
Our aim is to be an industry influencer and not shy away from who we are. And if that means ruffling a few feathers—or putting up a few bunny ears—along the way, then we consider it a worthwhile endeavour.
As our experience shows, in marketing, it’s not just about being liked by everyone; it’s about initiating conversations that matter. And with our billboard in Osborne Park, we’ve certainly done just that.
