Authenticity: The Key to Real Estate Marketing
John O’Connor was an all-star seller. Jason Highland was a all-star buyer. When these two impressive real estate moguls joined forces under Keller Williams Realty, we were challenged to invent/create a brand that would allow their personalities to shine while adhering to their broker’s visual guidelines.
After conducting extensive research on Boston’s real estate landscape, we zeroed in on O’Connor & Highland’s target audience.This helped differentiate their team in a fiercely competitive market for both realtors and buyers: Boston is one of the top ten most expensive cities in the country.
As we redesigned O’Connor and Highland’s visual brand identity, our shared goal was to increase their visibility within the target market. Choosing a realtor is a very personal choice, and we wanted to ensure that their friendly personalities shone through while telling a story through their brand.
To accomplish this, we altered their color palette, diversified the Keller Williams brand elements and applied these changes to all of their print and digital materials.
In a restyling shoot with Dina K. Photography, we had the team dress in more casual attire as opposed to traditional tuxedos that some other realtors opt for. This allowed the team to appear inviting without sacrificing their professional image.
We completely redesigned the team’s newsletter, yard signs, open house brochures, client presentations, and sales packages—the important first step in their process.
On social media, realtors are notoriously homogeneous. We wanted to make O’Connor and Highland stand out from the endless pristine home-interiors that dominate the home buying and selling industry’s social platforms.
We developed an ongoing content strategy that went beyond the typical photos of well-lit rooms and incorporated original video series, collaborations with local businesses, graphics, landscapes, an inside look at John and Jason outside of the office, and more! We also created and maintained a standard for brand consistency cross-platform. The implementation of this strategy resulted in a steady increase in page likes and a 198% increase in audience engagement on Facebook, as well as a 24% increase in followers and 100% increase in impressions on Instagram.
This ongoing project is a classic example of how refined differentiation can increase a company’s visibility in a saturated field. Through branding, the creation of original content, and the implementation of a complex strategy, we were able to make O’Connor and Highland relatable and approachable while still maintaining a sleek and professional look. We are so glad to be expanding their reach so more people in the Greater Boston area will be able to work with their talented team!
If you’re looking to stand out in highly competitive industry, get in touch with us!