Market Analysis / Rebranding

Client: Coldwell Banker M.M. Parrish Reality

For nearly 100 years this respected firm had been the leader in real estate sales and service in its community. But in recent times it had lost ground to an aggressive competitor that initiated bold and highly effective advertising campaigns that were seriously eroding M.M. Parrish’s market position.
In a fully integrated engagement, members of the Flycaster & Company Business Strategy and Creative teams worked together to deeply understand the client’s business environment, key target markets and the true perception of the company in the market in order to develop an effective and defendable advertising strategy.

In the research phase F&C team members interviewed key senior managers at Coldwell Banker, collected and studied thousands of pages of industry research and economic analysis, and poured over the marketing and advertising materials of every major competitor in the region. Several custom surveys were then created and interviews, focus groups and web questionnaires were utilized to compile a detailed picture of where the firm stood and what it would take to reposition Coldwell Banker M.M. Parrish for the future.

Based on these findings, the F&C Creative Team developed three separate advertising concepts for M.M. Parrish. Eventually, the “Making the Move” campaign was chosen with the brand platform resting squarely on the value proposition of dealing with the most “experience and professional ” real estate team in the market.

Next, members of our design team developed a comprehensive advertising campaign including newspaper, billboards and TV spots that were targeted, consistent and compelling (click here to see examples of the campaign). Prior to public roll out of the campaign, F&C Senior Partner John Spence was brought in to present the concepts to the entire Coldwell Banker sales force and help them understand and embrace the internal changes that would be necessary to fully support the program.

The results? In a tough economy where other firms in the region were losing significant revenues, Coldwell Banker M.M. Parrish is enjoying record setting sales and a steady increase in total market share. It has regained its position as the recognized leader in the market and is slowly widening the gap from its closest competitors.

Project date: 2003 - ongoing

Flycaster & Company team members have delivered similar projects for: