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    Putting Sears Property on the Map

    Monday, March 04, 2013

    You'll have no doubt gathered that we love property here at Bungalow, and when we received a call from Berkshire based estate agent Daniel Sear in need of our help, we were all ears!

    The Background

    Sears Property founded in 2010, has built a strong reputation based on the quality of the service it offers. A truly independent and family owned and run business, it found itself being overlooked in the sea of competition due to its dark, dated brand identity.

    Having met and spoken with Daniel as 2012 drew to a close, it was immediately apparent was that their old identity (a blue and red Pepsi-style logo on a black background) became almost completely invisible on its for sale and let boards during the long dark evenings.

    The Approach

    We prepared a 4-phase strategy for Daniel: a whole business approach, commencing with a rebrand… rolling out across all the required materials (including his low-visibility boards)… through to a full website refresh, and marketing beyond. The prime directive being to increase visibility, engagement, and ultimately market share in this highly competitive part of Berkshire.

    The Identity

    We took inspiration from the freshest new brands appearing on today's high streets – and not just those in the property industry. We scoped-out Sears' competitive landscape, assessing the colours, typefaces and approaches used by other local agents, and crafted a unique identity all of their own.

    Based around the now universally-familiar 'geo-pointer' icon, adding yellow for visibility, a vibrant on-trend blue and a typeface designed to connect to a broad demographic (originally developed for Volkswagen), combined with a selection of positive and affirming tag lines… the new Sears identity was born!

    The Roll-out

    Aware that the property market was moving fast, and Daniel was keen to catch the spring-time movers, we worked quickly to roll out the rebrand across all his materials. Starting with striking new board designs for sales and lettings, property particulars, window cards, property press layouts and advertisements, 20-page marketing booklets, a snazzy suite of stationery… and of course, a brand new website. 

    The Website

    Working to the constraints of the existing website framework provided by Acquaint, we designed and copywrote an entirely new site to fit the template format already in place. Fresh looking, modern, vibrant – a site that truly represents Sears' energy, and their clear, simple approach to property. The site is full of testimonials to reinforce Sears' commitment to quality service, and certainly holds its own when pitched against the sites of their larger competitors and peers.

    Already signed up to social media, and auto-broadcasting properties with no audience, we took Twitter and Facebook to task, designing new page backgrounds, set up new followers and started tweeting and sharing stories to get them on the right road. We wrote an initial blog post for the website all about their new look and used social media channels to spread the word.

    From identity to boards, website to marketing materials, we've worked hard to help Sears communicate and engage with their target market – building stronger connections, and a stronger brand as a result.

    The Office Makeover

    Not content with reworking all digital and print elements, we set about transforming their premises too. We designed new signage and window graphics; provided a schematic for the walls — colours, lettering and artwork, and sourced new, modern furniture: brightly upholstered benches, pods and sofas to complete a truly on-brand look. Sears' 'property shop' is now a real destination on Bracknell High Street. Thanks to Kremer Signs and Barkham Office Furniture for bringing our vision to life.

    Word on the Street...

    We're absolutely delighted with the result, as are Sears – early feedback is very positive from clients and passers by alike, and Daniel's been told that his new boards stand out a mile. We'll be working closely with Sears on a marketing strategy to take this modern property brand forward, having now put it firmly, and visibly, on the map.

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