RISMEDIA, February 11, 2011—Better Homes and Gardens Real Estate LLC (BHGRE) unveiled its new brand extension strategy to its network of brokers and agents at Fusion 2011, one of the real estate franchise system’s first national brand conferences. Designed to position the Better Homes and Gardens® Real Estate brand to expand its marketshare within the luxury, urban and commercial markets and enhance its network’s lead and revenue generation opportunities, the new brand tiers will launch in Spring 2011, according to the company.
“Launching a tiered structure to further increase Better Homes and Gardens Real Estate’s relevance in all segments and markets has been a key part of our brand strategy,” said Sherry Chris, president and CEO of BHGRE. “We have firmly established ourselves as both an innovative lifestyle brand and one of the fastest growing real estate franchise networks in the country with more than 7,000 sales associates in 196 offices and 21 states. Our brand extension strategy is the next natural stage in our evolution, a milestone to further empower our network to capture the full range of real estate opportunities in their markets.”
Elegant Properties by Better Homes and Gardens Real Estate
BHGRE’s luxury offering—Elegant Properties by Better Homes and Gardens Real Estate—has been designed to meet the unique needs of the luxury residential real estate market. Properties of exceptional quality that are priced at $750,000 or above or are priced in the top 10% of residential properties in their marketplace will qualify. Elegant Properties by Better Homes and Gardens Real Estate will have its own identity, including a new logo and a full suite of sophisticated marketing and sales materials, including signs, business cards, listing brochures, stationery and Web marketing assets that are as distinctive as the properties they will represent. In addition, the Elegant Properties by Better Homes and Gardens Real Estate tier will have its own micro-site, hosted within BHGRE’s main website, www.bhgrealestate.com.
Better Homes and Gardens Real Estate Urban Properties
Better Homes and Gardens Real Estate Urban Properties will offer a fresh, modern expression of the Better Homes and Gardens Real Estate brand designed to meet the unique needs of residential listings in city center locations. As with BHGRE’s luxury offering, Better Homes and Gardens Real Estate Urban Properties will have its own unique identity and full suite of marketing and sales collateral. All the materials have been created to give consumers the confidence of working with one of the best-known brands in the country, but with a new edge for urban markets.
BHGRE’s commercial offering will enable its agents to represent non-residential listings in their local market. The program enables listings including office, vacant land, retail, farms, shopping centers, 5+ family, hospitality, special purpose and industrial properties to be part of the commercial program, greatly expanding agents’ lead generation and revenue generation opportunities. BHGRE Commercial will have its own identity and a full suite of materials for brokers and agents.
“We joined Better Homes and Gardens Real Estate last year because we believe that it represents the future of real estate,” said Ed Krafchow, chairman of the board, Better Homes and Gardens Real Estate Mason-McDuffie. “Its strategy to expand into new market segments is a testament to its continued innovation. This will unlock the full potential of the agent with the brand through lead generation opportunities that allow each agent to be both local and national.”
For more information, visit www.BHGRealEstate.com.
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