Realtor Branding Assignment

A new realty company came to SpaceCenter Partners to help them develop their identity.  We discussed what the company would stand for and who their most likely customers would be.  The most important insight we discovered was that realtors have a reputation for not listening to their clients.  While anyone can grasp a home buyer’s price range, number of beds and baths, etc – it takes more work to really understand the intangibles that won’t show up in the MLS.  Connecticut Classic Homes is going to leverage the fact that they really listen to their clients and find their dream home with all the intangibles included.

Because their market includes Southwestern Fairfield County, the primary target is young families looking to move to the suburbs from the New York City area – but the logo mark works across most buyers with kids.  We’re pleased with the results because the tagline and the mark appeal at an emotional level while adding tangible expectations of service.   Below are examples of logos from competitive real estate companies in the area.  While studying the competitive landscape, we were struck by the lack of thought given to marketing with some insightful, emotional themes.  You could say that most of these are fairly large companies that have to maintain a reputation of trust across a broader marketplace.  But even a little bit of love can help within a category where the customer is making such an important life decision.