Branding Torquay Real Estate

As a new player in the premium real estate market, Ferris Gold believed that honest, personal advice paired with new methods of marketing clients' properties could create more effective results for its clients. Ferris Gold challenged Fluid to deliver a brand that would stand out in the competitive landscape and position it as Torquay's premier vendor agent.

Starting with a brand strategy process, Fluid went to work to identify the critical drivers of Ferris Gold's target audiences. Understanding them and how Ferris Gold would answer their most pressing concerns quickly helped identify that Ferris Gold existed to 'redefine real estate.' The brand would embody a new approach to premium property sales and management, driven by personal service and a shift of emphasis from the agent's personalities to the promise offered by each unique property's features.

Fluid developed a distinctive, premium brand identity system. Using the nominative 'Gold' against subtle, clean graphics, Fluid built an identity system that bucked the trend of less-premium agencies, placing stand-out properties' key features as the focus of attention, not the real estate agents themselves.

Additionally, Fluid created an easy-to-access online repository where internal staff could quickly and easily adapt custom social media content, brochures and ads, updating content to continue to pursue their target audiences without the need to reach out to external agencies.

Finally, with its established set of distinctive brand assets, Fluid provided a brand launch campaign using a combination of out-of-home, social media and advertorial content to help drive brand awareness and consideration.

The campaign generated a 535% increase in website visitation over three months of activity, generating substantial leads from audiences who mentioned only hearing of Ferris Gold through the campaign.