Know-How Exchange : Branding

Jay has asked the right questions.

The key is for us (and you) to understand the renters/buyers ... what motivates them, how they make their decisions, what criteria they use to select a realtor, what they enjoy about the process and what they wish were easier/more enjoyable, what their attitudes are toward the whole process, etc.

After all, the target audience is the customer -- buyers, sellers, renters -- whose opinions count. If it's an emotional tagline you want, we need to understand which emotion will be most meaningful to your target audience. Besides, how would you evaluate our suggestions if you don't know what the communications objective is?

Answer each of Jay's questions, and respond to the ones I've alluded to, and we'll deliver a great tagline for you.