Berkshire Hathaway HomeServices Fox & Roach
Branding and promotion for a proprietary suite of digital agent marketing tools
When it comes to enterprise technology adoption, creating strong internal buy-in is crucial. Strong branding and strategic positioning create the “special sauce” that drives lasting team support.
When we first met with Berkshire Hathaway HomeServices Fox & Roach, the real estate services arm of the multinational conglomerate headed by Warren Buffett, they were sitting at this exact crossroads — ready to name, launch, and promote a new CRM as a vital sales asset and recruiting and retention tool for their vast network of agents.
Pain Points & Challenges
Berkshire Hathaway first needed a new name that hit just the right notes its new CRM tech suite, which supports agents throughout the sales cycle, from identifying prospective homebuyers all the way through to scoring a signed contract. In addition, they required a visual identity and suite of promotional assets to help create buzz, overcome resistance to change, and generate buy-in for both new and existing team members.
After an internal workshop with key members of our strategy and creative teams, we created the winning solution for the CRM name: The Agent Center for Excellence (ACE), a name that conveys 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.
The client’s goal was to encourage awareness and adoption among their 5,000+ existing agents and promote the tool to prospects. The cornerstone of that effort was a promotional video used to grab the attention of potential agents and entice them to learn more about both the platform and the company itself.
We also created a multimedia campaign focused on highly targeted digital ads and social media posts featuring agent video testimonials. Each ad and post in the promotional series highlighted a key component of the overall platform, working together to convey the appeal, effectiveness, and ease of use of this comprehensive new tool. A suite of other visually striking marketing assets supported their internal and external launch-marketing efforts.
As a whole, these solutions strongly echo the authenticity, durability, professionalism, and innovation for which Berkshire Hathaway HomeServices Fox & Roach is known.