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Niche Sydney firm rolls out unconventional new brand

18 March 2019 Tim Neary
Cobden & Hayson

Boutique Sydney brand Cobden & Hayson has undertaken an avant-garde brand refresh to position itself for growth in the new world of real estate, amidst a landscape of change and tech experimentation.

Brand manager Tim Wiche said the agency consulted with its preferred strategic partners and taken into account the feedback from its customers.

“We’ve spent the last six months working closely with Domain and REA and our strategic agency P2 to find a way to position ourselves for the future given today’s economic climate,” he said.

“We’ve taken into consideration the pain points of the industry, put our hands up and listened to what consumers want. In a way, we’ve looked [at] what everyone else is doing, and tried to go the other way and refocus ourselves more as a service agency rather than a primary real estate buy/sell-focused agency model.”


Mr Wiche said the idea behind the rebrand is to put the emphasis back on the consumer.

He said that research informs that customers only want to engage on their terms, and when they are ready.

“Take our new signboards and A-frames, for example. We’re not telling consumers to engage, but we’re inviting them to make the first move.

“Our role is to be here to offer support, transparency and solutions. The notion of getting people moving is our mantra, our catch cry and our call to action. Move has so many meanings, but the most important one is progression. It’s a move forward, to a new home, a new lifestyle or a new neighbourhood.”

Mr Wiche said the firm’s social media reflects the same.

“It’s creative, playful and informative and, above all, a completely different perspective for the industry.

“From our recruitment programs to our resources and from Instagram to inspections, we’ve created a unique customer experience. We understand that we cannot build our own future without helping others to build theirs. Change is vital if we are to continue to grow.”

Niche Sydney firm rolls out unconventional new brand
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