The most valuable property in real estate is people.

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Challenge

For over 40 years and across 225 offices, The Professionals have been delivering fresh and effective solutions to the real estate markets in Australia, New Zealand, Fiji and Papua New Guinea.

There are few more competitive industries than real estate. And for The Professionals, the challenge was in positioning themselves as a network of local independent realtors powered by the strength and innovation of a large, multi-national network. 

Having worked with The Professional’s CEO at a previous real estate group, BrandMatters was re-engaged to develop a fresh market positioning and customer value proposition that all members across Australia and beyond could rally behind.

Approach

BrandMatters’ approach included internal engagement, brand strategy and design:

  • Stakeholder interviews
  • Brand positioning workshop
  • Refreshed brand positioning
  • Brand story
  • Brand proposition
  • Elevator pitch
  • Tone of Voice
  • Customer Value Propositions for members and customers
  • Corporate profile for members
  • Brand style guide
  • Copywriting and design

Outcome

The Professionals' refresh reinvigorated the brand, aligning members behind a new concept taken to market: the “Pro” in “Professionals”. Property, Progressive, Prosperity, Profile, Proud.

This concept, deployed through members’ collateral and on The Professionals’ website, communicates the brand’s key attributes of service excellence whilst ensuring as a brand it is always grounded and practical.

By launching at a major convention, The Professionals were able to strategically position itself with a compelling new market proposition, as one brand with one unified purpose.

Value

"I find it rare to work with an organisation that can decipher creative direction as well as BrandMatters did when taking Professionals through our brand and value proposition journey. Their ability to conceptualise complex feedback made working with them a delight. Over a period of six months BrandMatters worked directly with the Professionals Board and Marketing teams to come up with a cohesive strategy and direction that complements our long standing history within the Real Estate industry and helps position us for future success in premium markets and abroad. When our journey ended we were left with a comprehensive library of content, copy and a clear way forward. Would be happy to recommend their team."

Head of Marketing, The Professionals