Real estate brokerage MJ Peterson Corp. is ready to put its competitors on ice, launching a new marketing campaign and hiring former Buffalo Sabres defenseman and commentator Mike Robitaille as its new vice president of public relations.
The Amherst-based firm, the area's No. 3 brokerage, is seeking to emphasize its long-standing commitment to Western New York through a new "brand awareness and community outreach" initiative that will focus on the company's long history in the region and the breadth of services that MJ Peterson offers.
The campaign will include multichannel marketing efforts to promote the company's diversified business divisions, with daily radio spots as well as advertisements on WGRZ Channel 2 and Fox 29. It will also release a new promotional video, with Robitaille, that outlines why clients should work with MJ Peterson.
“Mike Robitaille has been a fantastic part of the community since he joined the Sabres in the '70s,” said MJ Peterson CEO Victor L. Peterson III. “He is a great addition to our team, and will continue our outreach into the community.”
Born in Canada, Robitaille played 382 regular-season NHL games with the New York Rangers, Detroit Red Wings, Buffalo Sabres and Vancouver Canucks during a career that also included 13 playoff games – six with the Sabres – until an injury in 1977 ended his career. He worked for the Sabres as a commentator from 1989 until 2014.
He isn't new to real estate, though. His wife, Isabel, owns Robitaille Real Estate, where their daughter is an agent and where he was vice president of development and community affairs. MJ Peterson bought Robitaille in March.