Key Takeaways:
– Real estate company, Real, aims to become a “real estate experience company”
– The company wants to improve the consumer experience in the homebuying and selling process
– Real’s new branding mission reflects its vision of a simple and enjoyable experience for everyone
– Real has been the fastest-growing publicly traded brokerage firm for two years and continues to innovate
– The real estate market is facing challenges, but Real’s momentum and internal sophistication set it apart
– Real has unveiled three new solutions for its agents and teams, including an Agent Listing Toolkit and marketing asset management system
– Real will be revealing a new logo and color scheme in the coming weeks to appeal to both agents and consumers.
inman:
In conjunction with the start of operations in its 50th state, Nebraska, Real wants to become “a real estate experience company,” according to the unveiling of a new brand position at the 2023 RISE event, the company’s annual conference.
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In conjunction with the start of operations in its 50th state, Nebraska, Real wants to become “a real estate experience company,” according to the unveiling of a new brand position at the 2023 RISE event, the company’s annual conference.
Real said at the San Diego event that it’s focusing its new appeal around improving the consumer experience at every step of the process, and that the agent will be the point on which it all revolves.
“Real’s vision is a world in which homebuying and selling is a simple and enjoyable experience for everyone,” said Real President Sharran Srivatsaa, in a statement. “Our new positioning represents this vision as well as our culture of community, and it comes at a time when Real has distinguished itself as the fastest-growing publicly traded brokerage firm for two years running and the only one to continue to grow profitability and truly innovate during a challenging and contracting real estate market.”
While real estate brands have been pushing this narrative for decades, it’s hard to argue against Real’s momentum and internal sophistication, not to mention its timing.
Nationally, the real estate market is anchored in a bog of rising prices, challenging rates and lagging activity. Not at all helping is a troubling trial for the industry that is underway in Kansas City, the result of which could be a major upheaval for longstanding compensation models that could force agents to confirm their value to an increasingly cynical buying market.
If Real’s new branding mission hits home, it could see its rate of growth continue to impress, and it’s hoping a new suite of technology tools will help its agents spread the word.
The company rolled out three new solutions for its agents and teams, an Agent Listing Toolkit, a marketing asset management system and a creative design experience through a partnership with Luxury Presence, the L.A.-based marketing technology company.
The design center includes integration with Real’s property data feed to ensure outreach efforts are accurate, timely and reflect the company’s information standards. The proptech partnership will also lead to agents being able to publish modern, lead-gen websites while the asset management system is where they’ll be able to access newly branded and consistently up-to-date marketing materials.
The Real Listing Toolkit, not to be confused with Realtor.com’s software release of the same name, will grant agents access to, according to the release, “a comprehensive suite of consumer listing presentation tools, digital and video marketing assets and step-by-step coaching and training programs for agents.“
To put a bow around its marketing overhaul, Real will be revealing a new logo and color scheme in the coming weeks.
“The company’s new look and messaging were updated to appeal to both agents and consumers as Real focuses on expanding its consumer-facing offerings,“ the release said.
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Property Chomp's Take:
Real Estate Experience: The Future of Real Estate
Real estate is an ever-evolving industry, and companies are constantly looking for ways to stand out and provide a unique and enjoyable experience for their customers. One company that is taking this to heart is Real, which recently unveiled its new brand position at the 2023 RISE event, the company's annual conference.
Real wants to become "a real estate experience company," focusing on improving the consumer experience at every step of the process. The company believes that the agent is the key to creating this exceptional experience for homebuyers and sellers.
Real's president, Sharran Srivatsaa, stated, "Real's vision is a world in which homebuying and selling is a simple and enjoyable experience for everyone." This new brand position aligns with Real's culture of community and comes at a time when the company has distinguished itself as the fastest-growing publicly traded brokerage firm. Despite a challenging and contracting real estate market, Real has continued to grow profitability and innovate.
Real's branding mission is well-timed, considering the current state of the real estate market. Rising prices, challenging interest rates, and lagging activity have made it harder for agents and buyers alike. Additionally, a troubling trial in Kansas City threatens to disrupt longstanding compensation models. Real's focus on improving the consumer experience and providing value to an increasingly skeptical buying market could give the company a significant advantage.
To support its new brand position, Real has rolled out three new solutions for its agents and teams. The Agent Listing Toolkit provides agents with a comprehensive suite of consumer listing presentation tools, digital and video marketing assets, and step-by-step coaching and training programs. The marketing asset management system allows agents to access newly branded and consistently up-to-date marketing materials. Real has also partnered with Luxury Presence, a marketing technology company, to offer a creative design experience that integrates with Real's property data feed.
In the coming weeks, Real will reveal a new logo and color scheme as part of its marketing overhaul. The company's new look and messaging aim to appeal to both agents and consumers as Real expands its consumer-facing offerings.
Real's focus on improving the consumer experience and providing agents with innovative tools sets it apart in the real estate industry. As the company expands into its 50th state, Nebraska, it is clear that Real is committed to creating a simple and enjoyable homebuying and selling experience for everyone.
In conclusion, Real's rebranding as a real estate experience company is a strategic move that capitalizes on the company's momentum and internal sophistication. By putting the consumer first and providing agents with the tools they need to succeed, Real is well-positioned to continue its impressive rate of growth.
