Realmark
Realmark has been recognised as an ABA100® Winner for Marketing Excellence in The Australian Business Awards 2016. The Australian Business Award for Marketing Excellence recognises organisations that have achieved outstanding results through initiatives that demonstrate innovative marketing strategies and execution.
“Realmark’s progressive marketing approach led to the successful revitalisation of our 25-year-old brand, and this has enabled our network to maintain a strong competitive advantage as we continue to expand in WA.
“It’s a tremendous honour to win the ABA Marketing Excellence Award which acknowledges the significant effort that was required to reposition and implement our refreshed brand across our residential and commercial operations.
“Many contributors were involved with developing an extensive range of marketing collateral which reflects Realmark’s key attributes of excellence, innovation and integrity – qualities which are highly valued by our clients and staff, and set us apart in our industry.
“Our success is a particular credit to our dedicated business principals and staff who have eagerly adopted our refreshed brand, and continue to ensure our marketing approach is consistently applied in their local areas.”
Founded in 1989, Realmark is a commercial and residential real estate group specialising in sales and leasing, property management, strata management and financing. In 2014, Realmark embarked on a process of resetting their marketing approach in order to improve alignment with their strategic business priorities.
Understanding that their brand attributes could be more well known, and that Western Australia was undergoing a period of economic downturn, Realmark set out to create a powerful, singular brand identity for the group that could reposition them as a progressive and premium WA brand posed for growth. To achieve this, Realmark underwent an internal marketing review that utilised qualitative and quantitative methods to analyse existing materials, identify inconsistencies and assess gaps in stakeholder perception. An external brand audit was then conducted to assess the health of the Realmark brand and provide strategic insights into what a refocused approach may require.
In response to their internal and external reviews, Realmark initiated a full scale brand revitalisation program that identified the brands key attitudes, evolved their brand to reflect those attitudes and applied that fresh approach across all of their brand touch points. As a result, Realmark’s logo was updated with a contemporary colour and typeface, a central online marketing platform was implemented and updated marketing materials were developed. A 36-page brand book was also distributed to staff to assist them in consistently applying the refreshed brand identity in their local area marketing.
Originally expecting the revitalisation process to take 24 months, Realmark managed to update its brand in just 12, experiencing a positive response from franchise offices as part of their ongoing consultation and review process.