How to keep it fresh and consistent when merging with another company or growing your network through acquisition.
The current property climate means mergers and acquisitions in the estate agency industry are increasingly common but, the coming together of two brands can create continuity problems if not handled right.
MPL is already working with a number of agencies who are on the acquisitions trail, helping them seamlessly integrate new branches into their fold. One client in question is The Thamesview Group. We have helped the Group rebrand 18 different estate agents under its Dexters brand, as well as work to bring the interior and exterior aesthetics up to scratch across its Fletchers, Sellers and RSK brands.
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Experience has taught us that mergers and acquisitions need foresight and exceptional planning, and we would be delighted to bring brand consistency to your plans. Our service includes brand brainstorming and storyboarding, full brand guidelines, office rebranding, shop refitting and office refurbishment overhauls. Here are our top three considerations when merging and acquiring estate agency brands:
1. Decide on your trading name...and quickly - While it may be tempting to bolt one agency name onto another, agents have to be careful of creating a brand that’s too wordy or confusing for customers. Whatever you decide, your wider marketing collateral and online presence – as well as your branches – need to reflect your new name.
2. Create branch continuity - Not just names but colours, fonts and interior styles need to be standardised if you’re taking over a number of new branches. Scheduling new signage and branch rebranding as part of your office refurbishment, is key to ensuring a quick, wholesale change to one united brand.
3. Rebrand entirely - Merging with another agent or acquiring a new one is the perfect opportunity to rebrand altogether. This could be as drastic as a new name or a more subtle change to fresh corporate colours, the introduction of a new logo or even a switch to a different font.