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