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In conjunction with the start of operations in its 50th state, Nebraska, Real wants to become “a real estate experience company,” according to the unveiling of a new brand position at the 2023 RISE event, the company’s annual conference.
Real said at the San Diego event that it’s focusing its new appeal around improving the consumer experience at every step of the process, and that the agent will be the point on which it all revolves.
“Real’s vision is a world in which homebuying and selling is a simple and enjoyable experience for everyone,” said Real President Sharran Srivatsaa, in a statement. “Our new positioning represents this vision as well as our culture of community, and it comes at a time when Real has distinguished itself as the fastest-growing publicly traded brokerage firm for two years running and the only one to continue to grow profitability and truly innovate during a challenging and contracting real estate market.”
While real estate brands have been pushing this narrative for decades, it’s hard to argue against Real’s momentum and internal sophistication, not to mention its timing.
Nationally, the real estate market is anchored in a bog of rising prices, challenging rates and lagging activity. Not at all helping is a troubling trial for the industry that is underway in Kansas City, the result of which could be a major upheaval for longstanding compensation models that could force agents to confirm their value to an increasingly cynical buying market.
If Real’s new branding mission hits home, it could see its rate of growth continue to impress, and it’s hoping a new suite of technology tools will help its agents spread the word.
The company rolled out three new solutions for its agents and teams, an Agent Listing Toolkit, a marketing asset management system and a creative design experience through a partnership with Luxury Presence, the L.A.-based marketing technology company.
The design center includes integration with Real’s property data feed to ensure outreach efforts are accurate, timely and reflect the company’s information standards. The proptech partnership will also lead to agents being able to publish modern, lead-gen websites while the asset management system is where they’ll be able to access newly branded and consistently up-to-date marketing materials.
The Real Listing Toolkit, not to be confused with Realtor.com’s software release of the same name, will grant agents access to, according to the release, “a comprehensive suite of consumer listing presentation tools, digital and video marketing assets and step-by-step coaching and training programs for agents.“
To put a bow around its marketing overhaul, Real will be revealing a new logo and color scheme in the coming weeks.
“The company’s new look and messaging were updated to appeal to both agents and consumers as Real focuses on expanding its consumer-facing offerings,“ the release said.