Real estate is more than a numbers game – it is about people too.
But when you’re cracking some of the biggest numbers in the business, it’s timely to give yourselves a bit of a refresh.
That’s the thinking behind Barfoot & Thompson’s brand overhaul, the first in over 40 years, launching this week.
“We’ve done the odd little touch up over the years,” says managing director Peter Thompson. “But we felt that with our centenary coming up in four years, winning the international award [at the International Property Awards], then now’s the time.”
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Thompson says it’s a mammoth job to switch signs and branding for 75 offices from Northland to Franklin, update wraps for 225 vehicles and rebadge more than 7000 for sale, open home and for rent banners and signs.
“When we did research, we learned that the brand name is very well thought of,” he says. “So we wanted to modernise our marketing. The aim is to attract our vendors and purchasers across the business, and recognises each sector, including residential sales, property management and body corporate and our commercial and project services teams.”
In more numbers, the company says it has sold over 136,000 houses in the past decade, has 1500 sales people, and is still headed by three family members: Thompson is joined by directors Kiri Barfoot and new director Stephen Barfoot, former chief technology officer.
While the council consenting process to add new signage to buildings can take some time, Thompson says that fans at this weekend’s Auckland Rugby game at Eden Park will see the new livery of the principal sponsor, as well as some 15,000 runners at October 20’s Auckland Marathon.
The new livery retains the company’s signature ampersand, but has cleaned up the font to a more geometric one (gone are the serifs), removed the blue box and introduced a new colour palette that identifies each of the key business streams.
“The ‘and’ is at the heart of the Barfoot & Thompson story, highlighting the two founding families which still own and manage the company today,” says marketing chief Chris Andersen.
Individual sales offices and sales people’s own charities will see the new branding as it rolls out over the next 12 months, Thompson adds, and they’ll also be launching a new speedier tool for creating new marketing materials for a much more professional look.
But while new technology has helped both sales people and buyers, who can do their on-line research before they go house hunting, Thompson says that sales is about providing service, following up and tapping what the customers want to buy.
“There’s still a reason to work with an agent, they know what property is coming on to the market that could suit the buyer, as well as get the best price for the vendor,” he says.
Thompson says there is still a demand for good stock, as more buyers come into the market for spring. He points to good auction results with more proactive and good bidding back, increases in the number of people at open homes – all helped by good spring weather. Just coming on to the market are the higher end properties – ones with swimming pools, tennis courts and more – that are at their most attractive once the sun comes out.
“There’s still some caution, but our busiest price bracket is that $850,000 to $1.3 million where it’s hardest to get enough stock. We’re still okay at the $750,000 to $1 million.
“We’re excited to be launching the new brand. It’s still the Barfoot and Thompson families, but this will take us into the next century.
“It’s a new look for a new market.”
