Seeking to make a better connection with consumers online, Web site realtor.com® (yes, with a lowercase “r”) unveiled new branding this week. The rebranding effort covers — for now, anyway — the corporate logo and the overall design and structure of the Web site.
“We wanted to focus in the near term on the new look and feel,” says Andrew Strickman, realtor.com®’s vice president of brand and creative. “One of our desires was to clean up the design — make it more open, warmer, and brighter.”
The rebranding is the product of an “exhaustive” research and information-gathering project started by realtor.com® and its parent company, Move Inc. in the first quarter of 2012. That initiative involved input from internal stakeholders, REALTORS®, and consumers, Strickman explains.
Based on the feedback received, the overall strategy is to engage both the hearts and minds of visitors.
“People care deeply about the place they live in,” Strickman says. “It’s an emotional decision, but also a logical one. We really wanted to understand the role that a site like realtor.com® plays in the consumer’s mind as they think about and dream about buying a home.”
The site received a very thorough makeover, from new color palettes down to that lowercase “r” in the official site name. Big improvements and small touches alike are intended to make realtor.com® friendlier and more approachable for consumers, Strickman says.
But the changes aren’t solely design based. Strickman says realtor.com® will also emphasize the relevant, up-to-date information the site provides to consumers, particularly in relation to online competitors. Additionally, the site is offering new e-mail templates for consumer-facing marketing messages from REALTORS®.
Thus far, the reaction to the rebranding has been mostly positive, with some noting that the new look is something of a departure from more traditional REALTOR® and NAR-related brands. What do you think of the changes? How do you think consumers will react? Let us know in the comment section below!