Silver Service Real Estate
Silver Service Real Estate's Digital Transformation: Strategic Brand Re-positioning with Ex Animo
Silver Service Real Estate, a leading independent real estate group in Melbourne, sought to strengthen its market position after a decade in business. Partnering with Ex Animo, they embarked on a strategic brand re-positioning to enhance their digital presence and engage clients more effectively.
Ex Animo developed a comprehensive marketing strategy, redefined the brand’s identity, and created a sleek, SEO-optimised, user-friendly, and visually compelling website. Despite a tight timeline, the project delivered exceptional results, receiving widespread praise from clients and staff alike.
The re-positioned brand revitalised Silver Service’s online presence and facilitated new joint venture partnerships, including with Verticali, an owner-corporated business. This transformation has positioned Silver Service Real Estate for continued growth and success in a competitive market.
Over the last decade, Silver Service Real Estate (SSRE) has dedicated itself to redefining the real estate market in Melbourne by expanding its offerings to suit a diverse range of customers. As an independent and cooperative group focused on empowering both customers and agents, Silver Service has carved out an enviable position in the marketplace. This success is bolstered by their unique business culture, known as the Silver Service Hub, which supports professionals, joint ventures, and agent partners in achieving their success.
Silver Service Real Estate
The Brief
After ten years in business, Silver Service Real Estate (SSRE) wanted to reestablish itself with a stronger digital presence. They turned to Ex Animo for a complete brand refresh, aiming to be more visible and impactful online.
SSRE needed a new website that was easy to manage and intuitive for clients and property managers. The site needed to be user-friendly, easy to navigate, SEO-optimised, and reflective of the care SSRE takes in managing client portfolios. With only a few months to build and launch the new website, time was of the essence.
Approach
To achieve SSRE’s goals, Ex Animo began with an in-depth Discovery phase to fully understand the client’s objectives. This was followed by customer mapping, which considered landlords, tenants, suppliers, and other stakeholders. This thorough understanding formed the foundation of the brand strategy and proposition, which was integrated into a comprehensive marketing strategy.
Ex Animo brought the brand’s essence to life through a combination of digital and creative assets, using language that communicated the brand’s ideology and ethos. The brand story was expressed across various channels, including videos, photography, social media, and the website, all culminating in a successful brand launch.
The website Ex Animo created was easy to navigate and manage and designed to provide a clear Online Value Proposition (OVP). A consistent design approach reinforced the brand story and visual identity, ensuring a seamless experience across all touchpoints.
Key Challenges
- Limited time for project completion.
- Ensuring the brand essence was fully incorporated into the design.
- Creating a user-friendly yet unique interface.
- Selecting an original and authentic brand language.
Objectives
- Position Silver Service as a well-established, trustworthy business.
- Provide easy-to-navigate functionality for clients, property managers, and real estate professionals.
- Design a fresh, inviting, modern, and contemporary website.
Solution
Ex Animo crafted an SEO-friendly WordPress website that included a news blog with repurposed articles, an optimised content structure, and a user-friendly interface. Key content areas were re-arranged to align with user requirements, allowing properties to be viewed within just two clicks. The design utilised monochromatic colours to enhance the brand’s ideology and incorporated social media and contact areas that were easy to navigate.
The new website was user-tested and included Google Analytics and heat mapping tools to observe user behaviour and identify top-performing pages. From a brand perspective, vibrant graphical images and creative backgrounds enhanced the appearance, while relevant images were featured on the hero slider.
Ex Animo also developed a dedicated page to showcase SSRE’s joint ventures, including a gallery for showcasing properties to buyers and sellers. Key messaging was crafted to improve user engagement, and a dedicated joint venture page was created to support growth and expansion. The website also featured easy blog updates and social media integration, maintaining a consistent visual look and feel.
Results
The refreshed look and feel of Silver Service Real Estate’s brand and website have received tremendous positive feedback. Clients and the admin team have praised the new website’s design and functionality. Additionally, the rebrand has facilitated the creation of new joint venture partnerships, including Verticali, an Owners Corporation Business, further expanding SSRE’s influence and reach in the market.
