Table of Contents

Situation Analysis.................................................... 3

Objectives and Strategies....................................... 8

Creative Strategies................................................... 9

Message Distribution............................................. 21

Budget..................................................................... 24

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 Situation Analysis
Current State of the Real Estate Market
Currently the real estate market is going through trying times. With the
national and state economies in a progressive downfall, individuals are
watching their spending patterns and are much less likely to be mak-
ing big purchases. Therefore, the real estate market has seen a steady
increase in competition because of the decreasing demand. Michigan is
seeing a trend of more sellers than buyers as people attempt to relocate
to more economically stable areas.
Competition Among Financial Service Companies
In an already intense market, the competition is becoming fiercer for finan-
cial service companies due to the economic decline. The new brand will
encompass the insurance, mortgage and title insurance industries, mean-
ing it will need to be competitively effective in all three markets.
Insurance Industry
Large, widely advertised insurance companies are major competitors for
smaller insurance businesses. AAA, though known for auto insurance,
also creates competition for homeowners insurance. With a well-known
brand name, AAA offers homeowner, condominium owners, and renters
insurance. 1
Allstate is another major competitor in the insurance industry. Allstate
has built a recognizable brand message with their slogan “You’re in Good
Hands.” Allstate reaches consumers through many different media chan-
nels, specifically their well-known television commercials.
State Farm has built a reputable brand with their commercials and
slogan stating, “Like a good neighbor, State Farm is there.” State Farm is
a major competitor for other insurance companies, especially those who
have not built a brand reputation.
Mortgage Industry
The mortgage industry would be a difficult field for any company to break
into and be successful. To maintain long-term business, a strong market-
ing plan is essential. Quicken Loans is an online, nationwide mortgage
lender. Quicken Loans dominates the online market for mortgage lend-
ing with companies such as Rock Financial, Michigan’s largest mortgage
company. Rock Financial is the preferred mortgage lender for several of
America’s top companies including AT&T, Apple, Google, and EDS. 2
National City Mortgage is a widely preferred residential financing company
with over 30 locations serving Michigan in cities across the state.3 It is
common for consumers to consult their own banks when they need a
loan.
GMAC mortgage is a competitive lender that offers extensive services to
their customers, including tips on selling real estate, answers to common
n mortgage questions, and mortgage calculators.4
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 Situation Analysis
Title Insurance Industry
Major competitors in the title insurance market are more difficult to iden-
tify. Independent title insurance agencies exist in cities all over the state.
These companies generally serve their local areas, making each geographic
region contain different competitors.

What this means to us…

The intense competition in these markets creates an obstacle for compa-
nies like John Adams Mortgage, Capital Title and Insurance One in reach-
ing their target audience. Real Estate agents receive promotional emails
daily from financial service companies attempting to persuade agents to
refer their companies to their clients. In an over-saturated market of
financial service companies, agents base their referral decisions on past
experiences and previous relationships. Big names and major advertising
campaigns also affect business-to-business marketing because some large
companies have the money to reach agents through mass media and keep
awareness high.

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Real Estate Agents & Clients
Real Estate Agents
Real estate agents get their most of their business from referrals. These
referrals are based on how smoothly the home-buying process went. If
there are complications along the way, the client is less likely to refer that
agent to their peers. This means that working with the best financial
service companies is the primary goal.
Real estate agents refer financial service companies to their clients based
on relationships they have accrued throughout their career. If they are
asked to create new relationships with a different company, they expect
to benefit from the connection. Real estate agents get their income solely
on commission, so they need to trust that the financial companies they
work with will not only complete the sale, but also do it efficiently.
Consumers
Average real estate buyers generally posses the same qualities when it comes
to buying a home. Most buyers get caught up in finding the perfect home,
causing them to focus less on the important financial transactions that take
place in the home-buying process.
The average buyer is usually relatively uninformed of the resources that are
available for them during this process. It is the responsibility of the real es-
tate agent to keep their clients on track and inform them of each necessary
step involved in the transaction.
Current Methods for Marketing to Real Estate
Agents
Real estate agents are flooded with persuasive contact from different
financial companies everyday. There are numerous tactics used to try
to catch the attention of the agents, in attempt to convert them into
contacts.
Personalized Contact
This can range from approach letters and cold calls to team meeting pre-
sentations. Approach letters and cold calls are used by loan officers to
instigate conversation with realtors.5 They invite the realtors to contact
a specific loan officer to do business on a one-to-one level. Team meet-
ing presentations consist of loan officers representing one firm going into
real estate offices and presenting their latest rates and other persuading
statistics in hopes of being referred for business in the future. 6
Mass Marketing
Flyers, handouts and monthly updates are distributed throughout offices.
These forms of messaging are used to promote an entire financial firm
rather than a single financial officer. Blanket marketing is the fastest
way to distribute financial updates and changes.7 Often rates and rules
change, and financial firms can inform an entire real estate office with a
mass market messaging plan, such as a monthly update.
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 The Importance of Branding
Companies benefit from branding through creating a name and vision for all is key. The brand’s views and values must be displayed through every
of their products and services. A clear brand identity provides a distinct customer interaction to maintain brand image and gain brand equity.11
competitive advantage as it demonstrates the company’s commitment to
values and client benefits.8

Umbrella Branding
An effective way of branding is “umbrella branding,” which is creating the
same brand name for several products or services. Consumers can draw
inferences from experience about the quality of a product or service sold
under the same umbrella brand.9 Over time, after performing consistently
under a brand name, studies have shown that people are more comfort-
able buying products and working with companies that are familiar to Brands among Real Estate and Financial Service
them rather than unfamiliar alternatives.10 This is apparent when consum-
ers purchase the more expensive brand name products over the generic
Companies
brand alternatives because they feel the familiar brand name will sell them Well-known brands for real estate companies and financial services as-
a better quality product. sure the consumer that they are receiving their service from a reputable
establishment. When it comes to real estate and financial services, there
The Challenges of Branding is a trust factor that plays a role in the consumer’s choice. It is more
comforting to go with a company that has an established brand and a
Creating an effective brand can be a difficult and complex process. Brand-
pre-existing identity.12 In real estate, branding is the path to recruiting
ing requires the challenging task of researching consumer quality per-
new agents. Many new agents look to brand recognition and awareness
ceptions and their impact on consumer choice. The spillover effects of
as factors in determining with which company to associate.13 Financial
marketing strategies from one product category to another also create
service advertising often fails to create strong brand recognition in an
complications in the branding process. Often, a marketing strategy from
overcrowded market. Creating a brand that carries clear messagews and
one product category could affect consumer perceptions of a brand in an-
targets the right consumers is essential. 14
other product category. This is why consistency among brand messages
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 Target Audience
Real Estate One Agents
The main target audience is Real Estate One agents. Although the three
financial companies are affiliated with Real Estate One, not every agent is
aware of this connection or the services that each company provides. There
are 1,337 real estate agents between the affiliated companies, Real Estate
One, Max Brooke, and Johnstone & Johnstone. This number continues
to grow, increasing the number of agents that may or may not be aware
of the affiliation. There is a lack of communication between the financial
service employees and Real Estate One agents, preventing awareness and
relationship building. Presently, there is no unifying factor between the
agents and financial service employees, and no sign of there being any
cause to bring them together in the future.
This is why creating an umbrella brand is imperative in the process of
increasing business for the three financial service companies. By uniting
under one message, the companies increase their credibility, which paves
the way for building better relationships.

Consumers and Clients

Although real estate agent referrals are the foundation of the financial
service business, sales are primarily driven by the consumer market. As
a secondary target audience, clients include any current or prospective
homebuyer or seller in Michigan. Ultimately, the goal is to become the
most recognizable brand in the financial service industry.
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 Volortin velit
Marketing Objective
Increase sales for John Adams Mortgage, Insurance One, and Capital Title
by 10% for each company within a year.
This is a stout goal for all three companies, but the new branding scheme
creates the opportunities necessary to reach this goal. Two approaches to
achieving the target sales include:
1. Positioning the new brand as experts in the financial service business.
2. Strengthening the ties between Real Estate One agents and the three
affiliate companies.
By positioning the brand employees as experienced professionals, real es-
tate agents will associate the brand with reliability, trustworthiness, and
credibility. This will lead to the new brand becoming a better candidate for
referrals in the future. In the case of consumers, when purchasing prod-
ucts or services, they want the best in the industry. By positioning this
new brand as the experts of the field, consumers will be more inclined to
work with these companies.
Strengthening ties between Real Estate One agents and John Adams Mort-
gage, Insurance One, and Capital Title employees is a key step in attaining
the increased sales goal. If consumers have a good experience with any of
the employees or agents, then there is a higher probability that they will
use the other affiliated services.
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Objectives
Communication Objectives
1. 95% of Real Estate One agents are aware of newly created brand name.
2. 60% of REO agents attain general brand knowledge.
To reach these goals, the strategy involves developing open, two-way com-
munication between Real Estate One agents and all employees of the three
financial service companies. This increases the chances of all employees gain-
ing knowledge about the newly formed brand and the services and benefits
offered. This includes understanding of all services provided, new company
implementations, and an active brand involvement.
This strategy also involves exposing agents to advertisements through mul-
tiple channels to increase awareness and brand knowledge. Regular exposure
continuously reinforces the brand message. By constantly exposing Real Es-
tate One agents to new brand messages, they are more likely to be informed
about everything the brand offers.
 Creative Strategies

“Better Relationships Build Better Businesses”

Real estate agents need to trust that the financial service companies their clients
are using will complete the sale. Our promise is that if the Real Estate One agents
and the financial service employees work together to develop better relationships,
all will benefit from the enhanced business that comes out of it. The alliteration
of the statement makes it easier to remember, while promoting the most impor-
tant goal: better business.

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 Logo Justification
The logo is a house, giving clear indication
of what our brand is in business for, and The blueprint is placed in the
to show that this new brand is strong and background to indicate our brand’s
sturdy, offering protection much like a house relationship with the housing
would. market. It also represents how
REO Financial is helping sketch the
bueprint of your future.

“Financial” is on the bottom

because it represents the
The acronym REO is carried foundation of our brand.
over so that prospective
customers can identify the
new brand with an older
brand they trust.

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 Agent Gift Basket
Giving each real estate agent a gift box is a great introduction of our new
brand. Having our logo prominently displayed on each item will increase
brand recognition. Each gift item is something that can be kept in the
workplace of the agent as a continuous reminder of the brand’s existence.
The DVD is a helpful tool in educating the real estate agents about the
new brand vision and the services each company offers.

The DVD includes an informational rebranding video describing the

process of the three companies merging under one brand name, as well
as reinforcing the brand promise. It would also include an informational
video entitled “What We Bring to You” detailing the benefits of using our
companies.

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 Brochure Sample
Real Estate One
Specific Benefits
During the peak selling months of
the year, Insurance One and Capital
Title will offer a discount on insur-
ance to those clients that use a
Real Estate One agent to help buy
their house. This offer gives con-
sumers an incentive for using Real
Estate One agents as well as REO Fi-
nancial services. This also ensures
the agents that this is a mutually
beneficial relationship.

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 TIM
TIM (Title. Insurance. Mortgage.) is a new job position offered through REO Fi-
nancial that benefits agents, clients, and financial service employees. TIM acts
as a liaison between all three groups of people. Rather than the real estate
agent juggling the needs of numerous clients, they can share their responsi-
bilities with this new full-time employee who will help the homebuyer take care
of all of their financial needs.
An “Ask TIM” link will be placed on the website where consumers can ask ques-
tions about home-buying or financial services. There will also be a helpline,
such as 1-800-CALL-TIM that clients can call with their questions.
TIM will also be responsible for recording the monthly educational podcast,
which is downloadable every month for all employees and Real Estate One
agents via the new social network. Each month will discuss a new educational
topic about the importance of good relationships, financial services details,
client issues and more.

Who is TIM?

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 Website Sample

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Home-Buyer’s Checklist
A link to a geographically personalized checklist for buyers will be available on
the main website. This checklist details the different transactions and tasks
that must be completed for buying a house with our brand name and contact
information on it. Most agents agree that buyers are generally misinformed
or unaware of the transactions involved in purchasing a home. Creating a
resource that agents can easily hand to buyers or refer them to is convenient
for the agent in explaining the property-buying process.

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Social Network Example

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 Keeping People Connected
Why use the social network?
The main goal of this campaign is to strengthen personal relationships
between Real Estate One agents and REO Financial employees. Creating
an online social network between these groups of people promotes build-
ing trustworthy relationships. The online site will require a login name
and profile where employees and agents can connect through messaging,
blogging and stay in up-to-date with events and news. This social net-
work would create a new quick and convenient avenue for communication
between Real Estate One agents and REO Financial employees. This is not
merely another email address, but a place to connect with coworkers and
peers.

Newsletter
A bi-monthly e-newsletter would be sent out via the online social net-
work. The e-newsletter will keep agents and employees informed of rates,
benefits, and any company updates. By sending the newsletter out via
the social net work, it will not get lost amongst the numerous promo-
tional and persuasive emails that that agents already receive from other
companies. Sending it out this way will also encourage the use of the
social network to keep all employees and agents updated.

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 Promotional Poster Design
We include Real Estate One
agents in the advertise-
mensts to strengthen the
ties between REO Financial
and Real Estate One. This
makes the ad relevant to
Real Estate One agent and
enforces the mutually ben-
eficial relationship we are
working to establish.
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Separating the sentence encourages the
viewer to read the whole poster. The
alliteration makes the statement more
memorable. Maintaining this format
through all posters creates a notable
theme for our brand.
The logo is prominently displayed directly
below the attention-getting sentence.
This creates immediate brand identifica-
tion.
The slogan is at the bottom of the ad-
vertisement because it serves as the
bottom line of our campaign. Together
is italicized to emphasize relationship
building.
 Promotional Poster Design
Photo Justification
When clients decide to buy a home, there are so many complicated
steps involved. It is a confusing process and sometimes overwhelming.
Our goal is to show consumers that we can answer their questions and
guide them through each stage of home-buying.

By using pictures with “happy endings,” we ensure the viewer that we

can make these scenarios happen. Photos can include a young couple
moving into their first home, family buying a new house, or something
as simple as an agent handing over the keys.

The most important thing to real estate agents is that the sale is
completed efficiently. By showing that we can make that happen, we
are not only appealing to consumers, but also to the real estate agents
who want to make sure their clients get into their new homes as easily
as possible.

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Promotional Poster Design

The poster advertisements serve many purposes. First and foremost, the
posters increase awareness and brand recognition. The ads also enforce
our partnership with Real Estate One and shows agents and clients that
we get the job done.

The posters will be placed in Real Estate One offices as a constant physical
reminder of the brand’s existence. It is important to display the ads in a
place where Real Estate One agents will see them so they are reminded
that we continue to promote their services as well as ours.

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Message Distribution
As a review, the communication objective is for the brand message to
reach at least 95% of the target audience, while reaching a goal of
60% of Real Estate One agents having a general knowledge of what
services our brand provides. Once these communication goals are
met, the increase in sales is sure to follow. Our distribution strategy
is to provide easy access to our brand messages, as well as constant
physical reminders of the brand’s existence to increase and maintain
awareness.

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New Agent Orientation Program
Generally, new real estate agents do not have relationships previously es-
tablished with financial service companies. The goal with this program is
to create connections right away for the new agents and begin building
relationships between the agents and REO Financial employees. Whenever
a new agent signs on with Real Estate One, he or she will meet with the
TIM employee. This meeting will include an orientation educating the new
Real Estate One agent on all of the benefits of working with REO Financial,
as well as providing personal contact information for local employees in all
three financial service areas.
Promotional Posters
Promotional posters will be displayed in all Real Estate One offices as a
physical reminder of the brand’s existence.
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Promotional Ideas
Press Releases
An in-house employee will write press releases and distribute them to
media state-wide. The first press release will be an announcement of
the new brand. The following releases, drafted every three months or so,
would update the public on the discounts offered and how the brand is
progressing.
Online Banner Advertisements
Banner advertisements will be displayed on real estate related websites,
such as realtor.com, that are frequented by real estate agents. By placing
these advertisements bi-monthly, throughout the months we do not send
out an e-newsletter, we keep up brand awareness.
Media Schedule
Website
Podcast
Social Network
E-Newsletter

Pamphlet
Checklist

Orientation Program
Coupon/Discount
TIM Position

Gift Boxes to REO Agents

Press Releases
Online Banner Ads
Posters

Tactic in Effect
Key: Available Online
Arranged When a New Agent Is
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 Budget Distribution

Some costs are not included in this budget. Quotes

for the website and social network are left out due to
the necessity of web rennovation regardless of this
campaign. Those costs included in hiring a new em-
ployee for the TIM position also do not fall under this
rebranding budget.

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Campaign Evaluation

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 Works Cited
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2. “About Us” 2008. Retrieved on September 23, 2008 from http://www.rockfinancial.com/about/index.html?lid=1036
3. 2007. Retrieved on September 23, 2008 from www.nationalcitymortgage.com
4. 2008. Retrieved on September 23, 2008 from www.gmacmortgage.com
5. Nelson, Jeffrey 2008. Marketing Planning Guide. Retrieved from http://www.archive-post.com/LOM/free_stuff/Marketing%20Planning%20Guide.
6. R. Smith, personal communication, September 21, 2008.
7. D. Sarah, personal communication, September 22, 2008.
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9. Hakenes, Hendrik. “Umbrella branding and the provision of quality” International Journal of Industrial Organization. Volume 26, Issue 2. March
2008. Pg 546 556.
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htm
11. “How can branding help small businesses?” March 2008. Retrieved on September 22, 2008 from http://www.morebusiness.com/branding-
small-business
12. Burslem, Joel. “What Does the Real Estate Brand of the Future Look Like?” October 2007. Retrieved on September 22, 2008 from http://www.
futureofrealestatemarketing.com/what-does-the-real-estate-brand-of-the-future-look-like
13. “Who is Leading the Race for Best Real Estate Brand?” March 2007. Retrieved on September 22, 2008 from http://rismedia.com/wp/2007-03-
30/who-is-leading-the-race-for-best-real-estate-brand
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conferences/20050824090151/

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