RealtyNex
CHALLENGE
The company did not have a brand platform clear and compelling enough to generate demand and attract the right customer base. People who are looking to buy and sell houses rely heavily on a Realtor who understands them and that they trust. They look for a partner that would guide them every step of the way and act in their best interest. In a marketplace where there’s a seemingly endless number of realtors, sorting through the clutter to find the ONE is very challenging and at times stress inducing. In a sea of sameness, it was important to create a unique positioning for RealtyNex.
INSIGHT
A competitive analysis revealed three types of real estate companies and realtors: EMOTIONAL: More than a house, this is a home. CONVENIENT: Skip the hassle of showing your home to strangers and keeping your house show ready. We give you a cash offer. CHEAPEST: We offer the lowest fees in the market. Our research also revealed that there was a fourth group of people that no one was talking to: people who look at their homes as assets and who looked at buying and selling as an investment. We also discovered during our brand workshop Rodney’s passion for and commitment to affordable housing.
SOLUTION
Based on our key insights, we created a positioning around UPWARD MOBILITY that would target people who were not looking for their dream or forever home yet. The focus would be on those people who were looking at buying and selling houses as an investment; a way to level up. They didn’t care what it took to get the best offer and return on their asset, and since they looked at buying and selling as an investment, they didn’t mind paying to get the best partner to guide them.
WORK
The white house and picket fence is a metaphor for upward mobility. It’s a tangible expression of the idea that you can lift yourself at the very top of the social ladder regardless of where you start or what situation you were born into. It’s a symbol for individual hard work, grit, determination, but also equity and opportunity for all. The widening wealth gap in America tells a different story. And it poses a threat to this American ideal. It reveals cracks in the system. Homeownership, once a symbol of hope, is now a reminder of social and economic inequality in America. The rising cost of starter homes, gentrification and other discriminatory real estate practices reveal deeper structural and systemic issues. At RealtyNex, we believe that everyone should have equal opportunity for upward mobility and wealth. So our mission is to leverage real estate as a means for social and economic empowerment. With almost 30 years of real estate experience, our goal is to give people a path upward and help them level up. So whether you are seeking to rent, buy or sell, we are here to help you invest in their future.
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