CEO Ray Ellis and Principal Lynette Allison outside Home Central
First National Real Estate Home Central of Hamilton, Newcastle recently launched its new look as part of the national network’s new brand rollout.
“While our current brand has served its purpose, the First National Real Estate network decided it needed a brand that was more in keeping with who we are today and where we want to go in the future”, Lynette Allison said.
“Although we’ve re-branded, you’ll get the same great service we have provided to the Hamilton area since 2006. We’ve been almost overwhelmed by the response from our customers since unveiling our new look. You wouldn’t normally expect people to praise a new design and colour scheme but Hamilton residents think it’s fresh, modern and professional. Some have even said they hadn’t noticed us before but that we really stand out now”.
First National Real Estate’s chief executive Ray Ellis attended the official launch, commenting that there were a number of reasons that brought about the need for Australia’s largest independent real estate network and the third largest real estate brand in the country to take on a new logo.
“Independent research showed us the general public viewed our current brand as conservative, heavy and dated, and as members that was also our feedback,” Mr Ellis said.
“First National has changed a great deal in our 26 year history, having grown from 30 members in 1983 to 450 plus member offices employing in excess of 5000 people today.
“The old brand was designed to operate in traditional mediums such as newspaper advertising and signboards. However, this type of media is declining as the internet and social networking technologies become the dominant media in real estate.
“More than 80 per cent of buyers look on the internet first and we wanted to use a brand that can perform well in that smaller visual medium. Our home buying public is getting younger and increasingly searching first online, and we felt we wanted to be one of the first in the First National Real Estate network to take advantage of the new brand.
“We love our new brand, it gives us a bold, fresh, new identity that links with our past, yet paves the way to engage with a new group of customers” Lynette Allison said.
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