Launching a new brand to an untrusting world.
If you are going to go to market with a new estate agency model you need to get it right and build trust quickly.
Homeasy is an online estate agent with a fresh, customer-focused approach. The founders approached us to help them to name, position, launch and defend their new place in the market.
Building on this we created a vibrant, adaptive and digital-first brand that is ever changing and grows with the digital landscape of online estate agencies.
One of the first challenges Homeasy faced was educating its customers on exactly what service the company provided. Most estate agents fall into one of two categories: highstreet or online; however, Homeasy is a hybrid of the two, offering its services primarily online whilst providing the personal support of a highstreet company.
In order to educate customers on this, we worked with Homeasy on a number of online ads, as well as a largely successful video, which really increased understanding of what Homeasy has to offer.
As with all new businesses, brand awareness was one of the biggest hurdles, especially in a competitive real estate market. To tackle this, the branding we created for Homeasy was carefully planned and comprehensive.
Initially, we established a brand identity by designing the logo and visual aesthetic, building a responsive website, and running several social media campaigns.
We then ran an extensive campaign pushing Homeasy into the public eye. On a larger scale, we created a TV ad, which ran on Sky for 3 months, as well as sponsoring a charity event in support of a local charity for Autism. We also sponsored local youth football teams, as well as liveried employees’ cars – all tactics to ingrain the Homeasy brand into the public’s memory.
Estate agent photography has a history of being poor and unattractive; this can really affect a property’s appeal.
To overcome this, Ken Davies – our Chief Creative Officer – worked closely with Homeasy’s photographers, discussing art direction and overseeing a range of beautifully shot interiors.
In addition, we integrated a 3d Virtual Tour function into Homeasy’s website for each property. This, combined with the well-executed photography resulted in greater property interest and quicker sales for the vendor.
As a hybrid estate agent, one of Homeasy’s biggest selling points is that they offer the services of an online agent, whilst remaining accessible to the customer.
Incorporating this in the brand identity was important, in order to make Homeasy stand out in a crowded market.
One of the ways we did this was through the TV ad, which was shot using real local people in real locations, reiterating the image of Homeasy as a local, easy-to-reach agent. We also made sure that contact details could be found across the branding materials, and unlike many online estate agents, Homeasy features telephone number on their For Sale boards. To further improve the company’s reachability, we built a Live Chat feature into the Homeasy website.
In less than six months Homeasy have sold £9,000,000 worth of property. View the full case study here.