One real estate brand is using its 160th birthday as the cue for a next-generation brand renewal to signal its focus on the future.
Richardson & Wrench is introducing a more sophisticated, refined brand that will increase its appeal to a broader market.
Group development manager Amanda Ward said that the project reflects a fundamental difference between R&W and other franchise groups.
“One of my key objectives in maintaining a relevant and successful franchise from a brand perspective is to offer enough depth and variation to our suite of marketing templates that our people can tailor their profile within a marketplace to not only suit their clients’ needs but to remain competitive and cutting-edge,” Ms Ward said.
The R&W brand project will give franchisees the ability to choose a model that remains consistent with the brand but gives them flexibility, Ms Ward said.
“Our goal as the franchisor is to keep our principals and agents happy,” the GDM said. “We’re able to use our size advantage to provide the flexibility that allows our principals to decide what will work best in their own market.”
The R&W brand project includes a range of tactical marketing tools, social media tools, property marketing collateral and innovative customisable websites for all offices.
Ms Ward added that their development of a digital sales and property management listing presentation was an example of R&W leading the digital space.
“These presentations have been developed exclusively for Richardson & Wrench, are completely customisable to the client and listing and have been a great hit among the tech-savvy, forward-thinking members of our network,” the manager said.
Social media has also played a large part in the brand redevelopment and new campaigns have been developed to best position the brand.
“As part of this rebrand project, we are about to launch a full suite of Agent & Office social media templates to build profile[s] and communicate with their audiences at a local level,” the manager said.
For R&W, the future of the brand will be on their flexibility and diverse franchises.
Ms Ward said: “The future of our brand will be built upon our approach to offer a diverse and flexible range of franchise solutions to potential operators. We’ve never taken a one-size-fits-all approach and this allows our experienced operators to determine the structure that suits them best.
“Real estate franchising is a competitive business and it is unique structures such as these that will underpin the future of R&W.”
The brand project will be live at the end of April this year.
“We’re driving the brand forward into tomorrow and future-proofing it for real estate’s next generation,” Ms Ward said.