the windermere brand 2007 and beyond. change is inevitable. growth is optional

The Windermere Brand 2007 and Beyond

Change is inevitable. Growth is optional.

For example…

• Poker is a sport• The tallest player in the NBA is Chinese• Middle-aged women are most likely to

have had more husbands than children• Pluto is no longer a planet

in other words…

The definition of

insanity is…

Brand History: 1972-2006• Incredible growth• Hobby to a profession• Innovations • Community service• Integrity, honesty,

dignity & grace

Brand History: 1972-2006

What was the core marketing principle? •Look more like a bank•Be, act and look professional•Hire wisely•Windermere Cornerstones

Then the industry caught up, along with some other stuff…

•Listing data is now a commodity•Consumers are dictating the dialogue•Technology has forever changed the conversation

Our marketing is now category good, rather than Windermere excellent.

We provide a great experience

But, we have an unfair, sustainable competitive advantage:

Building our Experience Brand

What is an Experience Brand?

Customer Experience Guide

• Create an immersive environment• Have agents who are experts• Customers get smarter as customers• Technology enhances the experience• Reinvent the market

What makes our brand strong?

• High customer involvement• Real continuous product improvement• Early and sustained market presence• Coordinated marketing, focused by

effective brand positioning• Distinctive, well-perceived voice

from experienced to experience

Creating a great experience starts with great citizen-agents

•Committed •Passionate•Simplifiers•Entrepreneurs•Listeners•Experts

Citizen agents exceed expectations

• Solve problems• Make things easier, better• Know everything• Neighborhood experts• Community icon

Marketing a great experience starts here…

- Brand first, geography second

- People before houses- Satisfy needs AND

wants- Speak in one voice- Know more

How do we deliver the Brand Experience?

• Know our Story• Respect our Icons• Live our Brand

Promise• Speak in One Voice • Create Connections

Know our Story…

“The Windermere Way”

…to tell our story.

Respect our Icons

•Logo•Signage•Yard signs•Open house signs•Business cards

Live our Brand Promise

We do more than help people buy and sell real estate.

We provide full service, highly professional expertise that help people realize their dreams of home ownership.

Speak in One Voice

• Humble confidence• Evocative words. • A smile in our voice• Conversational• Self-effacing

Speak in One Voice

Adopt our brand vocabulary:

•Memories•Milestones•Family•Dreams•Relationships•Living

NOW FOR SOME SPECIFICS…

Brand Image: Then

Serif Font

Identified by blue

Professional photography

Brand Image: Then

Copy- Benefits:

About Us

Stock Imagery

Emphasis on Professionalism

Evolution: from Blue to “You”

Brand Image: NowReal photos

Memory driven

headlines

Copy - Conversational: About You

Be, Do, Say

• Be the smartest person in the room

• Do more than anyone else

• Say what you mean and mean what you say

“Don’t just build a company. Build a

cause.”