Andrew Begg talks real estate rebranding with Domain.com.au’s Angie Tomlinson
The article titled The Importance (and Power) of a Sleek Master Branding, touches on Traffic’s rebranding expertise within the property industry. Over the past year, Traffic has transformed Jellis Craig, The Professionals, Hodges, and Castran &Gilbert.
In a highly competitive market, you need Traffic to stay ahead of the real estate game.
Excerpt from Domain.com.au
Three real estate folders sit on a potential vendor’s kitchen table. Two agencies are strong in the local area, but only one has strong, cutting-edge branding. Which one will the vendor choose?
“From our research we know that generally vendors shortlist three real estate groups, and get them to pitch for their business,” Traffic chief executive officer and brand expert Andrew Begg said.
“And it’s not just about fees – they are assessed on the sales success in the immediate area, personal presentation and professionalism, even down to the cut of their suit. But the master brand is the biggest consideration.
“Having the right brand on the auction board in your front yard says as much about you as the brand of car that you have parked in your driveway. So the brand must look the part and create that right impression.”
Just last month one of Melbourne’s oldest real estate agencies, Hodges, got a new look to mark its 160th birthday. Hodges rolled the new look out across its Victorian offices, which CEO Carmel Baker said promoted unison between its offices, connecting them with a strong vision of the future.
“We needed the brand to communicate the group’s values, when previously it was simply branding for the sake of branding. There was no visual identity,” she said.
“The rebrand expands on the core premise that ‘You get more with Hodges’. The prominent feature of the rebrand illustrating this is the plus symbol, which can be seen through the extension of the arm of the H reimaged into a plus sign.”
The orange was retained on the logo as part of Hodges’ “DNA”.
