Rebranding Your Real Estate Company

A new brand could open new doors for your real estate company. As the Internet becomes more central to the industry many well-established agents and brokers are finding that a new image helps them interact more effectively with clients, and adapt to changing technology. But rebranding can be tricky, and it risks diffusing a company’s identity, and alienating old clients. To work well a rebranding must be sensitive to the values and services of a company, and pursue a well-defined goal.

The best new brands are eye catching but sensitive to how far the public is willing to follow. For example, when Starbucks and Apple dove into the music industry, the public was ready – but the public might not have been ready for those companies to go into sports apparel. Real estate agents might consider a shift into commercial real estate or vacation homes, and wonder if the public can handle it. The key in these situations is to base the brand on the company, rather than try and mould a company around a brand. This approach requires patience – companies might first have to offer limited services in new areas, as seen in the Starbucks model where cds were slowly added...