Earlier this year, ERA Real Estate revealed a new look for the brand, one that reflects dynamic enhancements introduced over the last five years to not only fuel growth for the brand and its brokers, but to position ERA Real Estate for the future.
“As the industry has evolved, we have evolved, all the while defining and redefining the ERA® brand promise,” says Charlie Young, president and CEO of ERA Real Estate. “As we enter the third year of a real estate recovery, it’s easy to see that our new yard sign is really much more than a sign; it’s a sign of progress and possibility for our brand and our brokers.”
The contemporary logo and brand identity serve as a visual representation of a comprehensive brand revitalization, and ERA brokers across the country are introducing the “new ERA” to their communities through lively launch events, fundraisers and open houses.
“We have been looking forward to sharing the visual aspect of this rebranding with the public since introducing it to our brokers and agents earlier this year so that we can convey the brand’s positive momentum,” says Chris Trick, senior vice president of marketing and product development for ERA Real Estate. “The incredible creativity, collaborative approach and entrepreneurial spirit that our brokers are using as they plan and execute their local launches truly reflect the unique culture of our brand.”
Market to Market, Street Corner to Street Corner
With 16 offices throughout central and eastern Massachusetts, ERA Key Realty Services is the fourth largest agency in Massachusetts by number of homes sold. When tackling the prospect of activating ERA Real Estate’s new look across all of their markets, co-owners Bruce and Cheryl Taylor looked to their most valuable asset, their agents, and asked for input.
Each office came up with a different event to introduce the “new ERA” to their communities with some offices joining forces to create regional events. From a family-friendly pig roast, to a community block party showcasing local restaurants and community organizations, to wine tastings to open house Sundays followed by client appreciation parties at the office, the planning and execution process fostered great team building across the entire company and really tapped into the defining characteristics of ERA Key Realty Services.
Each event attracted between 150 and 200 people, providing a fun and informal backdrop for creating connections and fostering referrals.
“We operate in a highly competitive market, but our culture of collaboration and camaraderie clearly set us apart,” says Bruce Taylor, president of ERA Key Realty Services.
To that end, ERA Real Estate’s reimaging campaign has provided a timely launch pad to introduce ERA Key Realty Service’s enhanced value proposition to gain attention in the marketplace.
“We’ve always had a focus on training,” says Cheryl Taylor, who serves as chief operating officer for the firm. “But this is the perfect opportunity to showcase our company’s commitment to professional development as a way to attract new talent.”
ERA Decker Real Estate in Whitney Point, N.Y., leveraged an existing community happening to celebrate the new image with a family-friendly grand re-opening during the Village of Whitney Point’s annual Main Street celebration.
With new ERA Real Estate videos playing in the background and the new logo proudly displayed via their window signage and team t-shirts, the company gave away branded t-shirts and provided a craft station for kids.
“Our staff and office coordinator worked diligently with ERA Real Estate to pull together the new branding and incorporate our office re-launch party with an annual event put on by our town,” says broker Mike Decker. “We had a great turnout and the community seemed to respond well to our reimaging. We are embracing the new modern look of the branding and are excited about the new heights it will help our company reach.”
New Look, New Name
A number of ERA brokers embraced the reimaging campaign as a timely opportunity to re-invent themselves to reflect concurrent changes within their own companies.
