Raine & Horne returns to iconic tagline ‘We’ll Look After You’

In a market crowded with reinvention, rebrands and relentless noise, leading real estate group Raine & Horne is making a statement of confidence.

Following months of consultation and hundreds of conversations with principals, sales agents and property managers across its national network, the 142-year-old real estate brand today announces the launch of We Said It Best, a national campaign and summer marketing platform that marks the permanent return of its iconic tagline: We’ll Look After You.

It is not as a limited campaign device or a nostalgic nod. We’ll Look After You now stands once again as the organising principle of the brand, its Australian office network and its promise to every client it serves.

Founded in 1883, Raine & Horne has endured through every major property cycle in Australian history.

While markets, technology and consumer behaviour have continually evolved, the spirit of the brand has remained anchored in one simple idea: real estate is about people, and people deserve to be looked after.

“We’re not reintroducing a line for a season,” said Chris Nicholl, CEO of Raine & Horne Group. “It was a strategic decision to restate a multidimensional promise that still underpins how we operate today.

“In a market shaped by technology, speed and data, trust and human expertise remain the differentiator. This campaign reinforces that our investment in marketing, systems and people is all focused on one thing: supporting better outcomes for our clients and our network.”

Mr Nicholl continued, “The return of the line didn’t come from a big creative workshop. It came from hundreds of small conversations about who we are and where we’re going. “e kept searching for the right words to describe our vision for the future, and nothing felt as complete or as honest as what we already had.”

“When we started looking back through our archival marketing, it immediately made sense. We’ll Look After You still says everything. What we’re doing now isn’t new. It’s about doing the basics superbly, just as we always have.”

Classic ‘We’ll Look After You’ TV ads from the 1980s and 2000s return

The return of the tagline is being announced through Raine & Horne’s 2026 Summer marketing campaign, which uses the brand’s own advertising archive as its creative foundation. Original television ads from the 1980s and early 2000s, each carrying the We’ll Look After You message, have been carefully reintroduced across VOD, YouTube and social media, recontextualised for today’s audience.

“Very few Australian businesses can draw on their own history with credibility and confidence. We can, and we should,” said Angus Raine, Executive Chairman of Raine & Horne Group.

“We’ll Look After You has endured because it reflects a simple truth about how real estate should be done. Markets change, and technology evolves, but at its core, this is a people business.”

In contrast to today’s property industry personality-lite campaigns, these historic ads feel almost disarmingly simple. They are not sentimental. They are not slick. They are unmistakably old-school Australian, entrenched in the humour and fun of everyday life. The campaign doesn’t reinterpret them. It simply puts them back into the conversation.

“In marketing, novelty is often mistaken for progress,” said Ava Crawford, Head of Marketing at Raine & Horne Group. “For us, this campaign is about the enduring strength of the network and the values that have always connected us.

“We’re proud of where we’ve come from, and we wanted the creative to feel confident, familiar and a little playful. But at the heart of it is a promise that we and our offices live every day, and that’s something we don’t treat lightly.”

The campaign and the return of the tagline reflect a broader shift in how brands are thinking about the future of marketing. “As AI becomes more embedded in our work and communication grows increasingly streamlined and sanitised, Raine & Horne chose to ground itself in the promise that has guided the brand from the beginning,” said Ava Crawford.

The historic real estate brand continues to optimise and innovate at pace, but its direction is guided by a promise that has never changed. The future, for Raine & Horne, is built on that foundation.

For its office network, the campaign represents a recommitment to what Raine & Horne stands for in practice. The return of the tagline clarifies expectations, sharpens standards, and strengthens the shared contract between the franchisor, the office, and the client.

The campaign will roll out nationally throughout Summer across brand media, digital channels and Raine & Horne offices, with creative executions that bridge the past and present, reminding Australians that some promises don’t expire.