Wakefield Reutlinger Realtors has been a premier real estate firm in Louisville for more than three decades. Wakefield Reutlinger just had one thing holding them back, a brand that wasn’t living up to current homebuyer expectations and had outlived its usefulness.
THE CHALLENGE
While their old brand had served them well, the company realized a new brand was needed, one that could serve several functions and audiences, as well as attract top realtor talent, and earn the business of millennial homebuyers. Wakefield Reutlinger agents wanted to highlight that they truly care about creating lifelong partnerships that are tailored to their client’s needs, and that they’re committed to providing an experience that is honest, informative and always evolving.
THE APPROACH
The first thing to change was the name. Initial research revealed that the difficult pronunciation of “Reutlinger” was a hurdle. Our solution: formally abbreviate the company name to W•R Realtors. This seemingly small tweak made a big impact, eliminating embarrassing mispronunciations and helping both agents and homebuyers get off on the right and less-confusing foot.
More research revealed that W•R agents consistently delivered a tailored customer experience that far exceeded the status quo as their agents were more motivated by ensuring their customers were content and happy with the service rather than them just chasing a commission. By fusing warmth with a minimalist feel, we positioned W•R as a boutique real estate experience both through their identity and messaging.
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THE RESULTS
The dandelion identity provides a bold and colorful look for the real estate brand. It represents the ability of W•R agents to guide clients through every stage of the home-buying process, no matter where the wind may take them. Also, the yard signs were redesigned for easier readability, making them easy to spot from a great distance. The overall look creates a modern and warm brand engagement that has resulted in attracting new agents and increasing overall sales volume.
