About the Project

Door will be an online real estate brokerage firm that focuses on providing a low cost, easy to use platform for people to sell and buy houses.

Goal: To becoming the largest brokerage firm in the country. To create an online service that is easy to understand and trustworthy to customers.

Service to be Promoted: A clear, high quality service for a low price. In the initial phase of Door, the website’s primary goal is to get people to list their homes on the site for sale. Additionally, the site will feature a variety of educational tools and information on what Door is doing to sell their home as well as tools to help buyer understand what their home should be priced at.

Reason for Promotion: Door will focus on home listings initially. This will help to gain trust and credibility for the company through a focused goal. Additionally, all of the current mass-market brokerage sites focus on the buyer side, leaving an open market to grow for Door on the selling side.

Buyer Personas

The New Homebuyer (Millennials): Millennials trust technology that works well more than they trust people. In other words, they trust results more than words. Door is for them. They want a product that is user-friendly, low cost, and high quality. If they don’t understand how to use a product immediately, they move on to something else. If they feel confused about how a system works, they find a system that makes more sense to them. They are not looking for someone to tell them that their product is the best. They want to decide that on their own based on their experience.

The Experienced Skeptic: Forward thinking, experienced, and skeptical, they are looking for a new option to selling their home. They have gone through the confusing process of selling/ buying a home before and believe there must be some way out there to make this painful and expensive process better. Door is what they are looking for.

What We Know About Them: Within the next few years, millennials will become the largest section of homebuyers to ever exist. A decade later, they will become the largest section of people upgrading to new homes and selling their current houses. They want to find the right company to give their trust to, but they don’t give it easily. Call to Action: Buying a home is the single most expensive transaction most people will make in their lives. You need someone trustworthy to be there for it. Trust Door.

About the Client Brand Voice: The number one objective for our branding is to make customers feel that they can trust Door to sell their home. Because of this, the brand voice should be confident and irreproachable. Though the voice should be welcoming and warm, that should never overtake the fact that Door is the number one source for selling your home and that they will do the job they say they will do. Brand Promise: To provide an affordable, uncomplicated, quality experience in selling your home.

Tagline ideas: Door is what you’re looking for Trust Door This is Door Overall Marketing Strategy: To create a brand that instills unquestioning trust in its users. Overall Marketing Objectives: For Door to become the go-to site for people to list their home for sale. About the Competition The current standard for home brokerage is a high fee with few listings. They thrive on the fact that buying/ selling homes is very confusing to most people which makes it easy for them make a lot of money off of very few clients. List of competitors: (Note: This list is made up of Dallas competitors exclusively for the time being as the initial launch of the site will focus on building a base in the Dallas urban core.) -Ebby Halliday Real Estate Inc. -Allie Beth Allman -Keller Williams Realty -Briggs Freeman Sotheby’s International Realty -Rogers Healy

Competitive Advantage: Price: Door will offer a flat fee of $5,000 for facilitating the sale a person’s home. The current standard

is a percentage-based commission, which, in Dallas, averages out to a little over $20,000. Transparency: Door will focus on giving any and all information that is available to clients to make the process of selling your home clear and easy. Team Based: Rather than have a single person involved in the sale of a home, Door will have a team of people that are all knowledgeable about each case in order to help people whenever they need it. Branded: Client wants to build trust in a brand, not an individual person/ people.

Brand Vision Brand Voice: You know that friend you have that works in the medical field? The one that you call every time you have a health issue even before you go see a doctor. They are always glad to help, and never put off by you asking them questions concerning their career field. They always know just how to help you with your problem and make you feel more confident and educated about the matter

after you’ve talked with them.

Door is that friend in the realty world. Brand Positioning/Culture: Door is a brand that people want to be a part of. Customers will never think twice about using Door as their experience will be flawless throughout. Brand Vocabulary:

Confident Expert Authority Professional Friendly Efficient Educational Transparent Honest Straightforward Trustworthy

Logo Design and Visual Branding:

Flat logos, not realistic Design and advertising geared toward millennials For Reference http://www.climbsf.com/ https://www.wealthfront.com/ Typography: professional, timeless, friendly but not child-like