Question

Topic: Taglines/Names

Name For Real Estate Team

Posted by barb.roberts on 8/18/2010 at 12:57 PM ET 250 Points
I am a new realtor and I recently began working with another agent (and close friend) in my office to form a team. We are trying to come up with a team name and slogan. Our agency is Crye-Leike and our company slogan is "Crye-Leike Cares".

I read back through real estate tag lines to topics that have been closed and I have not found anything that would work for us.

Our names are our brand but our names don't really mesh well together. Our names are Barb Roberts and Donna Ibbotson. We are concentrating on residential real estate.

Any ideas would be greatly appreciated!

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RESPONSES

  • Posted by Levon on 8/18/2010 at 1:00 PM Member
    How about "Recession Proof Real Estate Services"?
  • Posted by barb.roberts on 8/18/2010 at 1:31 PM Author
    Well, I do appreciate your quick response and it did make me smile, but it isn't quite what I was looking for. Any other ideas?
  • Posted by Levon on 8/18/2010 at 2:18 PM Member
    Seems to me with the popularity of this question, Marketing Profs wrote a little piece on the matter;

    https://www.marketingprofs.com/5/allardyce1.asp

  • Posted by mgoodman on 8/18/2010 at 4:57 PM Moderator
    Karen is asking the right question. Who exactly is your ideal target audience? Commercial or residential? Buyers, sellers, renters, speculators? Local or out-of-towners?

    Once you've identified the prime target audience, then you need to ask yourself WHY someone in that target audience would select you to represent them rather than any one of the dozens of other realtors in your area. (If you can't come up with any good answers to that question, you may want to reconsider your career decision.)

    The best names suggest a clear benefit for the target audience. And the taglines reinforce it or extend it to an emotional end-benefit.

    We can definitely help, but if you want a name that will really stand out and get people to notice/remember it, you'll have to do the up-front positioning work and tell us (a) who your primary target audience is, and (b) why they might want to do business with you.
  • Posted by barb.roberts on 8/18/2010 at 5:26 PM Author
    You're absolutely right. Our primary target audience is residential, both buyers and sellers as well as investors and relocation. We do everything except rentals and commercial.

    What sets us apart is our attitude. Customer's come first and we will go over and above to make sure our clients get what they are looking for, for the best price possible. Commission is not our focus (although don't get me wrong, we don't work for free) but client satisfaction is more important to us. So I guess Service and the satisfaction of knowing all bases are covered and there are no worries after the deal closes are what sets us apart.
  • Posted by michael on 8/18/2010 at 5:58 PM Member
    The selling ROBOTS

    barb (ROB)erts and donna ibb(OTS)on

  • Posted by barb.roberts on 8/18/2010 at 6:52 PM Author
    That is a good suggestion, very clever. My only worry with Robots is it may imply we are not flexible - that it's our way or nothing.
  • Posted by mgoodman on 8/18/2010 at 8:34 PM Accepted
    ROBOTS is not a great name for realtors. It makes you sound mechanical/cold/inanimate, not warm, human and fuzzy.

    I have a couple of problems with your positioning:

    First, the audience you're trying to serve is too broad. You'd have a better chance of communicating a meaningful message if you narrow your target. You're always better served shooting for a 100% share of a narrow target than a 0.0001% share of a large one. It will cost you less too.

    Second, the benefits of service and satisfaction are generic, not distinctive. Any realtor who doesn't deliver service and satisfaction is going to be history very soon. And promising those benefits isn't going to get you any points with your [to be defined] target audience. They expect it already.

    Net: We still don't have the unique selling proposition you need to have a solid positioning foundation. You need to do some more intensive strategic thinking.

    One possibility: See if you can set up and conduct in-depth interviews with people who have bought or sold a home recently. Find out what they liked and disliked about their realtor. Find out what's on their wish list for the next time they need a realtor. Ask probing questions about their emotional reactions to what they've been through.

    Don't try to convince them of anything. Just ask your high-gain questions and listen carefully to their responses. Take detailed notes, especially the words they use.

    Once you've spoken with a dozen of these folks, review your notes and see if you can identify an unmet need that you can adopt as your unique positioning benefit. That's how the pros do it, and there's no reason you can't do the same thing yourselves. (That's even more beneficial than paying a professional to do it.)

    Once you have a unique and important positioning benefit, come back and let us help you translate that into a name and tagline for your team.


    P.S. If this sounds like more than you want to bite off, you CAN get a professional to do it for you. It will entail a fee, but it may be worth it. There are a number of experts on this forum who do this sort of thing for a living. Check profiles to see if someone stands out for you.
  • Posted by barb.roberts on 8/18/2010 at 10:24 PM Author
    Thank you mgoodman. I appreciate your feedback and I will get with my partner and do what you suggest. We should have done that in the first place.

    I'll come back when we have something more specific.
  • Posted on 8/22/2010 at 12:52 PM Member
    The Robots-LOL. I think it is fitting for many agents in this market.
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