Soft selling "the Windermere"

By Matt Carter, Friday, April 25, 2008.

Bookmarking Sites

Story Tools Sponsored by:

Windermere Real Estate has launched a recruiting site that, according to a press release, allows agents to read about "the Windermere’s state of mind .. the company’s organic growth and ... Windermere’s 'secret formula' for being the leading real estate brand in the West."

It's a pretty slick site, that soft sells the company with pages like:

--Getting to Know Us: "Windermere is not for everyone ... salespeople need not apply."

--Our State of Mind: "...we never lose sight of what's important when it comes to this thing called real estate."

--Our Truths: "We understand that a house is more than a box where people do their living."

--Our History: The story starts in 1972, when John Jacobi "didn't set out to revolutionize the real estate industry."

--Our Growth: "Choosing to be better not bigger, has meant that we have grown more slowly than other real estate companies" (to 350 offices and 9,000 agents in 10 states).

--Our Secret Formula: "A great associate is the person who enjoys connecting with his or her customers and community."

And that's just the introduction -- there are three more "chapters" in the tour.

Windermere says it's also created an internal "recruiting and retention intranet site" that's accessible only to Windermere managers and owners, that provides resources for recruiting, evaluating and training agents.

All rights reserved. This content may not be used or reproduced in any manner whatsoever, in part or in whole, without written permission of Inman News. Use of this content without permission is a violation of federal copyright law.

You must login or register to post a comment.

Submitted by Mike Sparr on April 28, 2008 - 1:52pm.

Windermere in our city seems to be taking a big step in becoming one of the leading firms. Many agents from other firms are transferring over, most of which are very established agents in the community. Windermere must be doing something right if established agents are taking the dare to redo their branding with a new name. Great article.