In any company’s life cycle, there are key moments that turn into major milestones in the direction of their brand.
That’s the place where Berkshire Hathaway HomeServices Fox & Roach, the real estate services division of the multinational conglomerate holding company headed by Warren Buffett, was when we first met with them. The company was introducing a critical agent asset and recruiting and retention tool — a best-in-class customer-relationship technology suite that supports agents throughout the sales cycle, from prospect identification all the way through to signed contract.
Because their team wanted our help with naming this new platform and signaling a significant change in their offerings, we held an internal workshop with key members of our strategy and creative teams and came up with our top option — Agent Center for Excellence (ACE) — a name that we believed and the clients agreed convey the concepts of top-tier technology, superior results, and a one-stop shop offering end-to-end solutions. It also calls to mind elite images like the most coveted playing card in a deck, the number-one pitcher on a baseball team, or a winning serve in the game of tennis.
Knowing that we needed to position this new resource as a significant departure from the norm in a very competitive marketplace, we created an identity that features a logo and wordmark that feel bold, design-forward, and welcoming all at once.
Understanding the need to encourage awareness and adoption with their 5,000+ existing agents and to promote the tools to new recruits, we crafted recommendations for a multimedia campaign primarily focused on highly targeted digital campaigns to target current and new agents. A suite of digital marketing assets created to support this effort set a new precedent for both internal and external marketing.
Using the identity as inspiration, we developed and produced supporting assets that include a print brochure for event distribution and an advanced presentation deck with impactful visuals and animated effects to serve as an in-depth introduction to the platform, as well as copy and creative for a digital ad campaign that consisted of a series of static and animated messaging and social media posts with integrated agent video testimonials. Each ad and post in the promotional series highlighted a key component of the overall platform, working together to convey the overall appeal, effectiveness, and ease-of-use of this comprehensive new tool.
The cornerstone of the effort is a promotional video that will be used on an ongoing basis to grab the attention of potential agents and entice them to learn more about both the platform — and the company itself.
As a whole, this approach now strongly conveys the authenticity, durability, professionalism, and innovation for which Berkshire Hathaway HomeServices Fox & Roach is known.
