There are few more competitive industries than real estate. And for 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.
For over 40 years and across 225 offices, Professionals have been delivering fresh and effective solutions to the real estate markets in Australia, New Zealand, Fiji and Papua New Guinea.
BrandMatters was re-engaged to develop a fresh market positioning and customer value proposition that all members across Australia and beyond could rally behind.
Progressive. Profile. Proud. All great attributes that can be applied to Professionals. Add Property, and add Professionals. It all comes down to PRO.
PRO speaks to the core of Professionals as a brand and as individuals – experts at what they do, but grounded. It speaks to their Values and the promise they make to their customers.
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 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, Professionals were able to strategically position itself with a compelling new market proposition, as one brand with one unified purpose.
"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, Professionals