Wednesday August 23, 2017.
Where did this year go? We’ve spent the year slowly unravelling the never-ending work-plan that materializes when one purchases an older property and is looking to undertake renovations. I’ve spent time as a ‘mum’ caring for our young family and preparing our daughter for Big School next year. We spent some time in New York City in May (just me and my husband! Woohoo!) and I’ve also spent a lot of time growing my business (apologies for my absences on the blog and social media) and has all added up to a sum total of ‘can’t stop to scratch myself’ sorts of activity.
This week we reached a milestone: one of the businesses we have been working with since March has finally launched, and I’m really pleased to be able to share our work and how we’ve gone about it.
To rebrand, and remarket Best Value Real Estate, a real estate agency based in St Mary’s in Greater Western Sydney to drive sales and increase market share. Unlike most agencies, both in the local and wider markets, BVRE’s core proposition is their low selling and property management fees 1% and 4% (+GST) alike.
After acquiring the business in 2016, business owner Vivek had invested next-to-nothing in branding and had built the business organically from word-of-mouth. He was now in a position to invest in branding and get the business out into the market more prominently. This was to be no mean feat, with some 16 agencies lining the high street of St Mary’s, where BVRE is based, and is typical of the fast-growing area of Greater Western Sydney.
Working together through a series of strategy workshops (led ably my partner and husband Chris, a strategy consultant) we established that focus in the local area would achieve the critical mass required to get the brand as much exposure in the crowded market. A full visual rebrand was required, as well as some strategic foundations and key messaging to lead all of the creative. A new website was to be developed, as well as a comprehensive suite of marketing collateral; all supported by a social media and print advertising campaign to capitalize on the rush of properties taking advantage of the spring market.
Vivek himself told me in our very first conversation: ‘Julia, I want to be the Aldi of the Western Sydney property market. Other agencies may see themselves as more premium than this, but not us. Like Aldi, we represent both value and quality.’ Couldn’t have put it better myself, and it was a nugget that I kept top-of-mind when developing the creative strategy.
The logo needed to be simple, yet friendly; it needed to ‘do what it says on the tin’. The 1% selling fee needed to be included, yet I didn’t want to lock this into the logo as the 4% property management fee is also a key part of their value proposition. Instead, I created the ‘value devices’ which are graphics that can be added to the logo, copy and graphics to communicate these promises. It’s often used in the logo area, yet has the flexibility to be used as a ‘badge’ in in other ways.
The tagline ‘The smarter way.” is again simple, yet clear. It’s a smarter way to buy, sell or rent your property. Why pay more than you have to?
Colours and type are open, bright and friendly. Imagery is clean, crisp and accessable with just the right amount of aspiration to invite the audience to imagine themselves in a new home.
We kick off a print, social media and CRM campaign in September, where we aim to get some traction in the market and build the BVRE brand and position the agency as an agency of choice for astute property sellers, buyers and investors who are keen to exchange and manage property the smarter way.