bringing a real estate brand home with the best
CBSHOME Real Estate, an affiliate of HomeServices of America, is the region’s largest full-service brokerage. After the industry downturn the firm turned to David Day Associates in 2009, realizing the need for strategic brand positioning to remain competitive.
CBSHOME Real Estate had already developed a strong market presence and considerable brand loyalty. Nonetheless, with so many autonomous agents in the field and therefore a plethora of varying communication materials, the trusted brand was becoming visually and verbally fragmented. We worked with them to rediscover the CBSHOME value proposition, re-articulate its brand promise to agents and customers, and recover and maintain its market dominance.
This process began with the deployment of our full discovery process. We then distilled our research findings and insights into a robust report and brand platform. Tactical marketing elements comprised brand aesthetic and voice guides, design templates, a “roadshow” of presentations and exercises, and support with personal brand differentiation for agents. Outward-facing materials included print, online, television, outdoor and radio advertisements as well as a targeted social media campaign.
The results of this brand refresh were concrete. CBSHOME’s 29.2 percent market share in Q1 of 2010 increased to 31.4 percent by Q3, following the brand relaunch. CBSHOME exceeded its 2010 agent recruitment goals, and recruitment was further supported by our work on a focused campaign in 2013.
In 2012 and 2013, we conducted thorough market research on Millennial and Empty Nester home-buying and -selling segments. This discovery fueled a concentrated marketing campaign and powerful conversation points for agents. We conducted several workshops to empower agents with the targeted voice and messaging which, according to brokerage leadership, individual agents and advertising peers alike, was incredibly successful.
Our ongoing relationship with CBSHOME has continued to breathe life into the brand through strategic research and creative touch-points.