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New Name, Same Message: Berkshire Hathaway HomeServices KoenigRubloff Realty Group

by Stephanie Sims

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An essential component of Berkshire Hathaway HomeServices KoenigRubloff’s  overall growth strategy is to look for opportunities to expand its presence within existing markets. So when Berkshire Hathaway HomeServices acquired Prudential Rubloff and Koenig & Strey, then merged those two companies together, it created a unique opportunity to further expand in the Chicagoland market.

“Prudential Rubloff and Koenig & Strey have similar cultures and clientele, and share the same mission of providing an exceptional experience throughout the home transaction process for their buyers and sellers,” says Ron Peltier, chairman and CEO of HomeServices. “ Combining these companies and across-the-board talent created fresh momentum to serve the residential real estate market in the Chicago marketplace.”

When it came to a branding campaign to alert consumers of the brand/name change, the company was strategic in determining where to advertise: in The Wall Street Journal for business readers, as well as in the newspaper’s luxury section, which is published every Friday; in USA Today for consumers; in the Robb Report; in Realtor magazine for agents; and two different TV ads, one 15 seconds long and one 30 seconds long.

“We still have the same message; we have one voice in terms of messaging,” says Kerry Donovan, vice president of marketing. “The campaigns we run are all part of an umbrella campaign. We provide the overarching campaign and promote the company/brand name change.”

As for localizing each campaign and strategy, Berkshire Hathaway HomeServices KoenigRubloff provides all affiliates and agents with a marketing suite to market themselves and their listings – postcards, flyers, listing sheets and letterhead, all with the brand’s elegant designs, are available for agent customization to not only reflect the company brand, but also sell their own message and services.

“Welcoming affiliates to the Berkshire Hathaway HomeServices network requires a tremendous level of commitment and teamwork,” Peltier says. “The affiliate works closely with a transition team comprised of business development, compliance and public relations experts to ensure that the spirit and intent of the brand’s value proposition, and its identity guidelines and standards, are upheld and consistently communicated.”

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