Realogy franchisor ERA Real Estate has unveiled a new, streamlined logo and announced a national marketing campaign that will hit the streets and airwaves in July.
The ad campaign will coincide with the roll out of the new branding to 2,300 offices and 31,000 brokers and agents affiliated with the brand in 33 countries including the addition of new storefront and yard signs.
The new logo, which features ERA’s traditional three-color, roofline scheme in a sleek, updated design, brings the franchisor’s image into the modern age, Charlie Young, ERA’s president and CEO, told Inman News. It’s the fourth logo design in the firm’s 43-year history, he said.
“It’s time for consumers and the industry to take a fresh look at ERA,” Young said.
Since 2009, when Young took the helm at ERA, the firm has revamped its training program, revamped its website and upped its affiliates’ satisfaction with the brand, Young said.
For example, in 2009 ERA held just 10 live in-market training events for its agents. In 2013, that number jumped to over 130, Young said.
In 2011, ERA unveiled the “ERA Powered” program, which provides regional firms with access to the resources of a global brand while allowing them to retain their strong local identity.
As members of the ERA network, franchisees maintain greater control of local advertising but their yard signs and other materials include the ERA logo. Participating brokerages take advantage of the franchise’s lead management system, training and referral network.
ERA’s also added larger brokerages to its network under Young’s tenure with five of its six largest affiliates signing up with the brand since 2009.
The brand wants to continue serving larger brokerages, either by signing up new franchisees or helping existing network members grow through mergers and acquisitions like ERA Herman Group Real Estate did earlier this month in the Los Angeles area, Young said.
Two of ERA’s fellow Realogy franchisors, Coldwell Banker Real Estate and Century 21 Real Estate, have also launched national marketing campaigns this year, in addition to global giant Re/Max and the new kid on the block Berkshire Hathaway HomeServices.