First Realty has been a trusted presence in Auburn, managing residential and commercial properties and brokering real estate transactions since the 1970s. As a well-established firm, they wanted to modernize their brand identity, build out their commercial portfolio, and enhance the online experience for tenants and property owners.
The Challenge
Facing the Gaps
First Realty needed a modern brand identity and a strategic marketing plan to fuel its growth. Despite being a trusted name in Auburn, they faced challenges with an outdated logo, no cohesive marketing collateral, and an underutilized digital presence.
Their goals were to expand their commercial portfolio and make digital interactions, like viewing listings and applying online, more accessible. It was clear they needed a complete overhaul of their branding and marketing strategy to achieve these ambitions.
The Approach
Crafting the Solution
The first step to helping First Realty was establishing a cohesive and engaging brand identity, which included understanding their competitors and target audience, defining their vision, and values, and creating a modern visual identity.
Once this foundation was set, I developed a comprehensive marketing plan that would position First Realty as a trusted leader in residential and commercial property management, while enhancing its visibility in the market and making the digital experience more meaningful for visitors.
Analysis
The first step in the brand development process was a thorough analysis of First Realty’s position in the market. This involved conducting a competitive analysis to understand their standing among peers, identifying their target audiences, and assessing the effectiveness of their existing branding elements.
This provided a clear understanding of the gaps in their brand presence and areas of opportunity to differentiate themselves in the market.
Strategy
With the insights from the analysis, I developed a brand strategy that defined First Realty’s purpose, vision, values, and personality. This included crafting their brand voice and messaging, ensuring that it resonated with both residential and commercial clients.
The strategy was designed to strengthen relationships with existing clients and position First Realty as a trusted leader in property management, ready to attract new clientele.
Visual Identity
Once the brand strategy was in place, I created a visual identity that reflected First Realty’s core values and market position. This included designing a modern logo, selecting brand colors and typography, and establishing guidelines for how the brand should be visually represented across all platforms.
The identity was crafted to balance modernity with the company’s historic roots, incorporating a contemporary color palette and clean lines that still honored familiar motifs.
SEO-Focused Website Redesign
I developed a new website with a targeted SEO strategy designed to increase visibility and engagement. The content was specifically tailored to highlight First Realty’s expertise in residential and commercial properties within the Auburn/Opelika region.
Additionally, the website featured tools for online property viewing and applications, making it easier for viewers to explore and engage with First Realty’s offerings directly.
Targeted Content Strategy
I developed two monthly newsletters tailored to First Realty’s key audiences—one for residential tenants and another for commercial clients. The newsletters featured relevant content, such as apartment living tips for tenants and commercial leasing updates for property owners.
In addition, I created targeted marketing collateral to support First Realty’s business development initiatives, ensuring messaging aligned with their newly established strategic goals.
Enhancing Brand Recognition
To boost regional brand recognition, I designed billboards for high-traffic roads during Auburn’s football season and installed signage with the new logo across all property locations, ensuring consistent visibility.
In collaboration with leadership, I also coordinated attendance at key Auburn University events to engage with the local community, strengthen relationships, and recruit potential tenants, further positioning First Realty as an active presence in the region.
Result highlights
By developing a modern brand identity and targeted marketing initiatives, we significantly boosted First Realty’s visibility and credibility in the Auburn market. The new website, content strategy, and regional advertising improved online engagement, strengthened brand recognition, and attracted new commercial clients.
26%
↑ in website visitors compared to last 90 days
32%
↑ in direct website visitors
11%
↑ in organic search visitors
7%
↑ commercial property representation within one quarter