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REAL ESTATE

Location

New York, NY

Client

The Clarke Group

CLIENT BACKGROUND:
The Clarke Group is a real estate agency proposing a new kind of property investment for a middle class audience.

THE CHALLENGE
To attract new investors and stay ahead of the competition, we started digging into their core values, realigning their purpose and mission to fit their main marketing strategy and product offer.

THE SOLUTION
Along with revisiting their brand and website to match their new values, We refreshed and modernized their logo, color palette, and main visuals with continuous A/B testing. We also kept an architectural aesthetic that kept the balance between the trust one has for established businesses with innovation.

PITFALLS ENCOUNTERED

Understanding the Target Audience: Initially, there was a misconception about what the audience valued in property investment. Early marketing strategies focused too heavily on affordability, overlooking other crucial factors such as security, community, and potential for value appreciation. This led to a comprehensive review of customer insights and a more nuanced approach to addressing their needs and aspirations.

A/B Testing Challenges: Continuous A/B testing, intended to optimize the website and branding materials, faced hurdles in gathering enough actionable data quickly. Deciding on the best-performing elements took longer than anticipated, delaying the launch of the refreshed brand.

THE RESULT
We evolved from being a purely "established" business to an "innovative" one, bringing credibility, expertise, and experience in the mix.

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