Exceptional Property Program
The Exceptional Property Program was initiated to create a unique set of marketing assets for luxury real estate listings, aiming to elevate the prestige of such listings with superior design, streamline the process for agents to receive marketing materials, and showcase sophistication and proactivity from the Marketing department. The project involved creating digital and print collateral for in-office real estate agents and their affluent sellers. The design process included brainstorming enhancements to current brand offerings, developing visions for a complete design suite of materials, ensuring brand compliance, visual distinction, cohesiveness, and completeness of requirements. The challenges faced were refining and elevating designs while maintaining brand guidelines and compatibility. Three design suites were created, enabling agents to choose their preferred suite or defer the decision to the designer.
The project was impactful as it received accolades from luxury home sellers, real estate agents, and brokers and continues to be regularly utilized. While there were no specific metrics in place to measure the direct or indirect contribution of the designs to the continued business for real estate agents, all expressed immense satisfaction with the ease of receiving the marketing material and its quality. This satisfaction indicates the project's success in achieving its objectives of elevating the prestige of luxury listings, streamlining the marketing material process, and showcasing the Marketing department's sophistication and proactivity.