Harcourts has invested “many hundreds of thousands of dollars” in a rebrand that gives more power to local offices and helps vendors keep track of their campaigns.
The real estate group has unveiled a new logo and palette colour change, as well as a range of practical business modifications, in what is its first significant brand change since 1988.
Managing director Mike Green told REB that Harcourts has moved away from a one-size-fits-all model and given local offices more power to work around local conditions.
One example is a new listing presentation that agents can adapt to suit the client. “So rather than having something set, it gives the agents a lot more flexibility to actually deliver what the client wants, as opposed to what we trained them to deliver,” Mr Green said.
Harcourts offices and agents have also been given more marketing templates, half a dozen different business card options, new pre-listing packs and new post-listing packs.
“One of the complaints the industry has around being involved in a group is you tend to get boxed in,” he said.
“There have to be standards and we all accept that, but the business model is changing and part of why we’ve done this is to keep up with that and to give our business owners far more latitude in how they market their business.”
Another change that Harcourts has unveiled is a vendor portal, which allows clients to use a unique login to access the sort of campaign information offices generally keep in-house.
“So they get to see everything from the marketing calendar to the photos to any of the documents for their property, advertising that’s been prepared, when it’s coming and the schedule around opens,” Mr Green said.
“If I’m sitting at home at 10pm and I want to find out what’s happening over the next week around the marketing of my property, I want to be able to log in then and there and get that information.”
Mr Green said Harcourts invested “many hundreds of thousands of dollars” in the rebrand, which was one year in the making.
[Related: Apple salutes Harcourts for its mobile tech]