When it comes to real estate and Tennessee, you immediately think of Realtracs. As the company builds out their product suite, we worked together to reposition their brand as a property technology company. In this volume of The Process Doc, Melissa takes you behind the scenes of the project.
The Problem:
As we started work with the Realtracs team, one problem became evident. As the company scaled, the brand messaging no longer reflected the growth. It needed to represented an updated suite of products rather than a single offering. By providing a VIP messaging workshop for their team, website design, custom photography and creative direction and GTM strategy, we were able to successfully partner and relaunch this incredible brand with over 26 years of experience in the Middle Tennessee area.
Solution:
3816 Creative provided an A-Z website build and touched everything. From brand strategy and positioning within the market to iconography, custom photography website design and development, we built a library of fresh creative and an updated online presence with every touchpoint throughout their funnel.
Here are a few tips for rebranding a company with decades of existing brand equity.
Tip #1: Get your team on the same page.
Hosted in Nashville, TN we guided the Realtracs team through updated messaging and positioning as a company in our VIP Day Intensive. Throughout the day, their leadership team came together and used a signature storytelling framework to workshop scripts for listing agents and brokerages as well as messaging surrounding their latest product. We love hosting these intensives and the momentum that happens when everyone on your team is on the same page prior to starting a website redesign. (We’re thrilled to report that months later, their messaging has been implemented throughout the company, even all the way to the Customer Happiness teams and their in-person support.
Tip #2. Hone in iconography. Pair it thoughtfully.
With the previous website, it was text heavy and offered visual line drawings for interest. However, it didn’t accurately show the user what the experience inside the product would be. With the website design, we leaned into “Show and Tell”. Creating custom icon sets that pair seamlessly with product design created clear hierarchy throughout landing pages and funnels on the site. The result? A tech-forward, innovative website that delights and inspires the user, increasing overall conversions.
Tip #3: Go Dynamic
The average user stays on a webpage only 3.5 seconds before choosing to leave. Our goal with every website design? To multiply, 3.5 seconds. The Realtracs website design was no exception. Building off the custom icon set, we created dynamic elements like parallax scrolling, animated text marquees, GIFs, horizontal scroll groups and video to capture a user’s attention throughout the website. We love the final result and how it commands attention.
Client
Realtracs
Location
Brentwood, TN
Sector
Real Estate
Startups & SaaS
Property Technology
Services Rendered
Brand Strategy
Copywriting
Photography and creative direction
Website Design
Paid Advertising
Project Team
Melissa Jones
Somya Mishra
Lindsey McAlister
LaShall Dodson