March 28, 2014 // Franchising.com // MADISON, N.J. – ERA Real Estate, a global real estate franchising leader, unveiled a new brand identity today at its 2014 International Business Conference in Los Angeles, Calif. The new look and feel is the culmination of a five-year strategic process that strengthened ERA Real Estate’s value proposition and drove growth for the brand.
"Capitalizing on the momentum of a recovering economy, our new branding is a visual cue signaling dynamic enhancements we have introduced over the last five years to fuel growth for our brand and our brokers," said Charlie Young, president and CEO of ERA Real Estate. "We are well-positioned to increase the ERA footprint in new and existing markets, optimize the organic growth of our network through recruiting and retention of brokers and independent sales associates, as well as helping our existing franchisees expand via mergers and acquisitions."
Since taking the helm five years ago, Young’s tireless focus on innovation, growth and a broker-first approach have increased customer satisfaction of ERA franchisees each subsequent year. Infusing new energy into the ERA broker community, he developed unique and innovative business solutions to attract new franchisees in top-tier markets, expanding the brand’s geographic footprint in the U.S. and internationally, and strengthening the brand’s collaborative broker network. Today, five of the six top performing companies in the ERA system joined under Young’s leadership, representing entry into new markets for the brand.
"From IDX (Internet Data Exchange) and aggregators, to smartphones and social media, the real estate industry has undergone tremendous change," said Chris Trick, senior vice president of marketing and business development for ERA Real Estate. "Concurrently, our brand has undergone significant enhancements; and now as we unveil a new identity to reflect those changes, it’s time to take a fresh look at ERA Real Estate."
According to Trick, the new ERA logo is the visual representation of a comprehensive brand revitalization. It retains many of the positive equities of the previous brand mark, while infusing a modern and contemporary element that is consistent with the brand today. This bolder look provides a new take on the brand’s iconic roof symbol and clearly communicates the upward direction and positive momentum of the brand. Unique graphics will help distinguish the brand in the local marketplace and a custom font makes yard signs easier to read. Together, these elements provide a strong visual association with ERA Real Estate and convey a new level of approachability to the brand.
ERA will activate its new look beginning in July 2014 with the launch of a national consumer and trade advertising campaign which will coincide with local roll-out at ERA brokerages across the country and the world. The new identity will be fully integrated into all branded assets, from building and yard signs, to ERA Real Estate’s technology and digital platforms and across all marketing resources.
ERA Real Estate is an innovative franchising leader in the residential real estate industry with 40 years of experience in developing consumer-oriented products and services. The ERA network includes approximately 31,000 brokers and sales associates and approximately 2,300 offices throughout the United States and 34 countries and territories. Each office is independently owned and operated. ERA Real Estate is a subsidiary of Realogy Holdings Corp. (NYSE: RLGY), a global leader in real estate franchising and provider of real estate brokerage, relocation and settlement services.
SOURCE ERA Real Estate
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