Brought to you by Group 1
Joanna Badamo, Becky Johns, Kyle Sahadi, Megan Wilt
Table of Contents
Table of Contents
R eal Estate One; the largest broker in Michigan and one of the largest in the
country, has the experience to ease the complex buying or selling process of a
home. Real Estate One has prospered in Michigan since 1929 through every kind
Throughout the years, Real Estate One and the company’s affiliates Insurance One,
Capital Title and John Adams Mortgage have made Michigan more than a market.
It is their home.
Insurance One began business in 1972 as a full service, independent agency
specializing in personal insurance products.
John Adams Mortgage Company has been in business for more than three decades,
consistently adapting to the ever-changing market and providing personal attention
that allows the company to find the best loan for its customers.
Capital Title Insurance Agency is the outgrowth of Detroit Title Agency, which
was founded in 1975, making it one of the oldest and most respected title companies
in Michigan. It has grown from a small independent agency to one of the largest
agencies in the state.
S ituation Analysis includes analyzing the task of integrating Real Estate One’s
financial services into one solid brand.
The brand that is created is significant to Real Estate One and it must represent
the combined companies of John Adams Mortgage Company, Capital Title and
Insurance One, as well as each of the respective industries.
The focus of a campaign will be to establish brand awareness internally with
Real Estate One agents and other employees.
John Adams Mortgage
BRAND Capital Title
Branding efforts for this campaign must appeal the consumers’ emotional values.
Emotional values are important for brand differentiation, particularly in the
financial service industry, because consumer decisions are high risk. The brand
must promote intangible benefits such as the sense of security gained from having
Establishing a niche will allow for more successful branding efforts. A niche
creates convenience for consumers because they gravitate toward the brands that
meets their specific needs.
Creating a niche also creates a foundation for a solid brand image that can
consistently convey the company’s strengths and imbed them in the public’s mind.
Real Estate One strives to combine JAMCO, Capital Title and Insurance One into
one brand in order to capitalize on an all-inclusive niche.
Banks, Mortgage Local Businesses
Brokers, Credit Unions
State Farm, Allstate, AAA,
Customer’s current provider
These main competitors are surrounded by small/local businesses that are rooted
throughout Michigan. These businesses comprise the majority of competition
including Real Estate One’s primary focus, Oakland County.
Competition is still heightening in Michigan despite the poor economic conditions.
One historical example: in 2005 real estate listings in southeast Michigan increased
35% despite a sales decrease of 23%.
The primary consumers for the new brand are Real Estate Agents in Michigan.
Most agents in Michigan are independent agents that are responsible for sales in a
certain geographic territory. They report to a home office and often work as a
team with other agents. ActiveRain, an online real estate network, lists the profiles
of over 2,600 agents from counties across the state. Several online communities exist
including Number1Expert, HomeGain.com, and HouseHunt.com (which specializes
in waterfront properties).
REALTORS are also consumers to consider.
The primary target audience of the new brand campaign is Real Estate One agents
and internal employees. For the new brand to be successful, agents and employees
must be fully aware of the brand opportunities, promises and offerings in order to
then relay the information to potential consumers.
Eventually the campaign will branch out to consumers in need of the financial
Agents tend to be fast-paced, efficient workers, often paid on commission. Real
Estate One has over 2,000 agents as well as many more internal employees and
members of the affiliate companies.
The campaign goal is to remain as efficient as possible to meet the demands of
agents and consumers.
I n order to have a successful campaign, specific marketing and communications
objectives must be established.
The campaign’s marketing objective is to obtain a 20% increase of referrals by
Real Estate One agents to the new brand services in the first year.
Current referral rates:
John Adams Mortgage 21.6%
Capital Title 39%
Insurance One 10.2%
We expect the new brand’s mortgage affiliate to experience the most gain because
customers may be most willing to seek out mortgage information on their own.
Consumers already using trusted insurance companies for other possessions may be
resistant to change. Title Insurance is confusing to most consumers and they will be
less likely to seek out this information independent from an agent’s advice.
The first communication objective is to have 80% awareness of the new brand
among Real Estate One agents within first year.
To do this, the entire year of 2009 will be spent introducing the “switch-over” of the
individual affiliate financial services to the new, merged brand. Promotional and
informative materials will contain the original company name in association with
the new brand.
By 2010, only the new brand name will be used.
The transitional period is meant to ensure that current brand equity of affiliate
financial services is kept intact, while informing agents and consumers of the new
brand it is a part of.
Another communication objective is to have 100% of Real Estate One office
managers attend quarterly update meetings to learn about the new brand.
These meetings will be held by sales team members of the new brand and will
inform the office managers of the new brand.
Highlights of the meetings will include the merging of the three services into one
brand, the brand promise of a one-stop-shop, and information on services for both
agents and consumers.
By having office managers attend these quarterly meetings, they can then take
back relevant information to their respective offices and effectively relay
information to agents.
Thirdly, our campaign aims to have at least 70% of agents distribute new brand
information to their clients.
Through promotional materials, informational packages and other provided
resources regarding the new brand, consumers can learn of the new financial
service offerings and consider the new brand options when purchasing and
insuring their new home.
Finally, our fourth communication objective is to have at least 50% of agents
participate in our webinar online learning session over the course of the first year.
With agents looking for fast, efficient ways of receiving information, webinars
provide crucial information and resources in a convenient manner. Agents can
learn about the three financial services and the new brand promise via their
computer in any place or time that works for them.
By having agents partake in this webinar series, they will better familiarize
themselves with the financial services offered and learn about what the new
merged brand has to offer.
T he creative task is to uniquely and innovatively portray the necessity of a
one-stop-shop as a transaction facilitator for both agents and consumers. The
three creative portions include a concept, strategies and tactics.
The concept incorporates a brand promise to serve as a one-stop-shop that provides
convenience to agents. Having three companies under one brand eliminates the
confusion and complexity of multiple businesses. It also simplifies the role of the
agent in coordinating financial services for their clients.
The three services of mortgage, title, and insurance will all be under one brand
and common image entitled Unifinancial. Agents strive for time-efficient work
solutions and with Unifinancial, they will feel the unity and efficiency of the
Complete Financial Services.
Working as One.
Color Scheme: Keys:
Three shades of blue merged into The three keys morphing
one Connection to Real Estate into one represents three
One with shade of blue services merging into one
Reinforces the one-stop-shop
and eludes to the connection
with Real Estate One
The umbrella brand will be introduced in the beginning of 2009 as “the new
name of John Adams Mortgage, Capital Title and Insurance One,” with a focus
on establishing the brand identity to the point where it will not need to be
associated with the names of the affiliate companies.
Current brand equity for the affiliates must stay intact, so the promotions are meant
to ease the transition by driving traffic to the new web site where users discover the
inter connectedness of Real Estate One, the new brand and affiliates.
Each service will ultimately be introduced at the culmination of one year as subsets
of Unifinancial and will be individually named Unifinancial Mortgage, Unifinancial
Title and Unifinancial Insurance respectively.
The color sequence of the new brand integrates three shades of blue. Each shade
represents the new image of each financial service and intertwines them to display
a sense of cohesiveness. Blue is the prominent color to emphasize the connection
between Unfinancial and Real Estate One, yet the blues are represented in different
ways from REO in order to generate a unique identity for the new brand.
The logo utilizes the three different blues on the head of each key where they
combine to create one pronounced blue shade. The body of the key is represented
in a similar way. Each body represents one of three financial services that are
merging into one predominant service. This concept reemphasizes our brand
promise of one-stop-shop because the keys are morphing into a solitary image that
exudes the convenience of three services in one.
The slogan alludes to our brand promise. It says, “Complete financial services.
Working as one.” This not only highlights the fact that all necessary financial
services are provided in one company, but it also makes the connection between
Unifinancial and Real Estate One.
The components of the new brand are designed to promote it in such a way
that makes it appealing to both agents and consumers. The characteristics of
convenience and cohesiveness are equally important to agents and customers.
If the agent exposes the customer to a brand that capitalizes on these qualities of
importance, shows the agent truly cares about what the consumer wants and may
gain positive consumer feedback as well as referrals or repeat business. By making
the brand encompass a versatile appeal to both agents and consumers, only minor
adjustments would need to be made in order to target one group specifically instead
of having to reposition the entire brand to cater to different targets.
This program is targeted at consumers because incentives cannot be given directly
to agents due to RESPA regulations. This approach will increase clientele for agents.
With promotions and incentives given to clients, they will be more inclined to try
the new brand and benefit with both the service and reward.
Rewards are given at different levels depending on customer commitment. This
involves restructuring the current Full House program so that rewards will be
allocated in a two-tier system with escalating rewards.
A gold key customer commits to two services and receives a $50 gift card to Lowe’s.
A platinum key member receives the previous gift card amount along with an
additional $250 to be used at Lowe’s.
By offering escalating rewards based on commitment to two or three services,
people may be more enticed to adhere to multiple services in the introductory
phases of the new brand (which many consider to be the riskiest time frame).
Point-of-purchase poster displays will be strategically placed in Real Estate One
offices. These will be fully equipped with brochures that highlight the new brand
and explain the relevant benefits and pertinent information regarding it.
Complete Financial Services
Working As One.
John Adams Mortgage is now Unifinancial
For more than three decades, John Adams
Mortgage has served Southeastern Michigan,
finding the right loan for each homebuyer.
With experience specializing in government and
FHA loans, foreclosures, and refinancing, our
mortgage services put customers in good hands.
Capital Title is now Unifinancial
Capital Title has commited to providing accurate,
timely, and custom services to each client it serves.
We understand that many homebuyers are unsure
of why Title Insurance is needed and we’re here to
answer questions and provide support—and most
of all—quality Title Insurance.
Real Estate One is pleased to introduce you to
Unifinancial. We’ve combined the services we’ve
offered our customers for years into one company. Homeowners Insurance
Insurance One is now Unifinancial
As an agent, you have the opportunity to provide
the guidance and expertise your clients want and Insurance One offers a variety of policy choices to
need. By using the tools available to you through fit the needs of each customer. Auto, home, life, and
Unifinancial, you are now able to give each umbrella policies are available. We’re ready to help
customer a convenient, complete, one-stop-shop your clients find the coverage that fits their needs.
experience with Real Estate One.
At Real Estate One, we strive to provide the
best financial services to our customers. We
know that buying a home is one of the most
important moments in your life, and we want
to make sure you’re taken care of.
John Adams Mortgage, Capital Title and
Insurance One make up our financial family
and are now together as one. Our experience
and expertise will make your transaction
seamless, easy, and complete.
We’d like to welcome you to Unifinancial.
Complete Financial Services. Working as One.
25800 Northwestern Hwy # 100
Southfield, MI 48075
Real Estate One
Complete Financial Services. Working as One.
A website will be developed that shows the services of John Adams Mortgage,
Capital Title and Insurance One all under one image. Brokers, agents and third
parties are able to access a wealth of information about listings, mortgages, loans
Last year, 65% of buyers used the internet when searching for a home and nearly
70% of all internet-using homebuyers visited a home with a real estate agent as a
result of using a website.
Because these resources are available 24 hours a day, buyers are able to do searches
on their own. This saves enormous amounts of time. This helps maintain a solid web
of information between brokers, agents and consumers via the Internet.
Implementing a company blog and Twitter account helps facilitate communication
and aid in the process of sharing first-hand experiences. Twitter is a micro-blogging
site that can create a social network.
A blog filter will be developed that can monitor the information on both sites. If
people consistently voice complaints, the blog filter will transfer those complaints
to the parties immediately involved and require an immediate response. This will
improve the brand image because people will feel like they are actually being heard
Monthly newsletters in both electronic and hard copy versions are another way to
keep agents informed and updated. These are meant to serve as a consistent form
of receiving information, and can be a trusted source for industry trends, news and
financial service information.
Real Estate One Monthly November 2008
Real Estate One Charitable Foundation celebrates
20 years of giving back to Southeastern Michigan
What Obama’s win means for the housing crisis After two decades of providing Real Es-
tate One employees the opportunity to give
treasure of the generous individuals in our
organization have provided an enviable
Visit us online to
donate and view
back to the Southeastern Michigan com- recognition for Real Estate One’s family of our upcoming
90-day moratorium on Obama comes to cial firms receiving the Bush administra- munity, The Real Estate One Charitable companies in the southeast Michigan area.
office in the midst help under the $700 tion opposes. “It’s events calendar.
foreclosures; judges Foundation marks its anniversary by part- We are known as a company that “lives
get power to write of the worst hous- billion rescue plan a good thing and
nering with the American Cancer Society and works” in the community.
down mortgage debt ing crisis since the to institute a 90-day appropriate if limited
Depression. Home moratorium on fore- to loans that have and Special Olympics Michigan for 2008. Our largest fund raiser is the Annual
prices are falling closures. already been made,” These two organizations were selected Fall Pledge Drive. Both the 2007 and 2008
and foreclosures The rescue fund Zandi says. by a volunteer committee of our employees Pledge Drives averaged over $60,000.00
increasing. Growing gives the administra- Lawrence Yun, chief because of the diversity of activities, the to our charities. In addition, a myriad of
numbers of people tion power to buy economist at the efficient use of funds, and their community fund-raisers by area offices add an aver-
are making late pay- troubled mortgages National Association contribution to all segments of our society. age of $40,000 in donations to our Pledge
ments on home loans, from banks and then of Realtors, would The Real Estate One Charitable Founda- Drives to be distributed to our charity part-
and adjustable-rate “restructure them, prefer to see the $700 tion was established in 1998 in honor of the ners. The REO Corporation also matches a Jeff Powers, our
mortgages are reset- allow a moratorium billion rescue fund celebration of the 75th Anniversary of the percentage of donations by our employees. SmartCar Charity
ting, causing surging or do whatever they used to buy loans and Real Estate One Family of Companies. We look forward to another year of sup- Raffle winner!
payments for hom- want,” says Joel Naroff modify them. Permit- The contributions of time, talent and porting our community through charity.
eowners. at Naroff Economic ting judges to modify
The Bush admin- Advisors. loans could lead to
istration has been Obama has also higher mortgage rates
working on a plan to supported giving for a new set of home
help up to 3 million bankruptcy judges buyers, he says.
homeowners. power to write down Anna Bahney & Stephanie Armour
Obama wants finan- mortgage debt, which USA TODAY
photo by obamarama.org
Be the 1st to Know
Introducing... 1st To Know is a free service service and we’ll do the rest. As
that searches prop- a subscriber, you will receive
In January 2009, Real erties in all of our e-mail updates with the most
Estate One plans to launch MLSs and provides recent listing matches sent to
a newly branded name you with e-mail up- you and with one click you
for its family of financial dates based on your can view the property in more
criteria. detail online with photographs,
services providers. John
You can use a lot mapping, printable brochures,
Adams Mortgage, Captial more criteria than virtual tours, and more.
Title, and Insurance One Dannette Sarah, spokes- transactions and continue our standard searches to see just Reigster online through real-
will become Unifinancial. person for Unifinancial says the business standards ex- the properties that fit your needs. estateone.com. Click on the “Be
In hopes of creating more she is looking forward to pected of Real Estate One.” All you do is register for the The First to Know” icon.
of a one-stop shop experi- seeing the changes the new Information about Unifi-
ence for both REO agents name makes for customers. nancial is available at all 75
and clients, the company “I’d love to see agents branch offices and online at
Real Estate One Monthly
has remarketed its services referring more customers to www.realestateone.com or
as a single entity. The new our financial partners and www.unifinancialmi.com.
slogan: Complete Financial brokers. It’s the best way to More details to come on
Services Working As One. create seamless, low-stress next month’s company blog.
Education seminars will be held
in the form of webinars. There
will be a series of four in order
to educate agents on all aspects
of the industry. Each session will
be focused on a specific financial
service: Mortgage, Title and In-
surance. The fourth session is the
idea of a one-stop-shop.
Agents are not required to work
with Real Estate One, but by in-
vesting in education, they will be
more likely to give more back to
Quarterly luncheon meetings will be orchestrated to conveniently facilitate
interactions between Real Estate One office managers and a Unifinancial sales team.
The purpose is to encourage communication between offices and ensure each
manager is accurately informed about what Unifinancial can offer.
Unifinancial doesn’t want to lose its
personal touch. This involves making
monthly phone calls simply to keep in
touch with agents and to let them know
the company is concerned with their
personal success. This raises the agents’
morale and motivates them to do well
because they feel like an asset to the
All the tactics listed above are consistent
with the creative concept because they
provide a level of convenience for agents
in communication, relationship building,
and information acquisition.
A fter a creative strategy has been decided, it is important to focus on
effective distribution of the message. This campaign aims to achieve maximum
relevant reach and frequency among the target marketing of Real Estate One agents.
During the first year, the new brand logo and website URL will be added to Real
Estate One poster displays in the offices, all company affiliated web sites, and any
marketing materials that are distributed internally.
“Same great services. New name. Unifinancial.”
This simple message will be exposed to agents frequently and across multiple types
of media during the year. This strategic placement will generate interest in—and
traffic to—the website, while enhancing the correlation between Real Estate One
and Unifinancial. Reach will be at least 80. Frequency for this message will be at
least eight per month.
Having an online presence is important for the successful launch of the new brand.
This campaign establishes an interchangeable relationship between the current Real
Estate One and affiliate web sites and Unifinancial’s new website.
For the first year, at the top of the Unifinancial site, there will be a prominent tag
line to identify the connection between it and the affiliate companies. In order to
ease into the new brand identity and maintain the brand equity of the current affili-
ate names, there will be two 6-month phases to this message.
During the first six months, each brand name will be introduced with the new
brand name. For example,
“John Adams Mortgage is now Unifinancial.”
The same format will be used including Capital Title and Insurance One.
During the second six months, Unifinancial will be more prominent, but will be
displayed as the home of each affiliate. For example,
“Unifinancial, Home of John Adams Mortgage.”
In order to reinforce these online messages, Real Estate One should also develop
a hard-copy informational kit to aid in the re-brand. This is an easy and relatively
inexpensive way to distribute information to all agents and their clients about the
transition to Unifinancial.
Included in these kits could be newsletters, brochures, press releases, corporate
identity items, or anything else management might want distributed. It is easy to in-
clude promotional items with the Unifinancial logo along with these informational
Each Real Estate One agent will receive promotional items that are useful both in
and out of the office. These will serve as simple, yet constant reminders of the Uni-
financial brand and will help increase frequency of exposure to the new logo. Even
a small tool that proves useful in a work situation can have a lasting impact with the
Unifinancial will be the title sponsor for a series of webinars. The purpose of
these webinars is to educate agents on different aspects of the industry and provide
helpful tools for them to use in their client interactions.
All employees of Real Estate One are encouraged to participate in at least one
webinar, though they are structured to be most helpful as a series. The series is
aimed to have the four sessions with one theme each: mortgage, title, insurance,
and ending with the one-stop-shop of Unifinancial idea. This gives the brand
credibility and establishes the experience of it.
Internal message distribution to agents is the main goal of the campaign. But, it is
also important to create brand awareness outside Real Estate One. Outside media
vehicles will be utilized in addition to the internal strategy plan.
The same poster displays that are put in the offices will be taken to the 2009 Michi-
gan Association of Realtors Annual Convention in Detroit. This will distribute in-
formation to agents and company managers outside Real Estate One and may help
bring in external business. Any other relevant regional events would be appropriate
places to bring these same poster displays and brochures
Prior to the convention, press releases should be distributed to Michigan Realtor
Magazine as well as any publications that will be handed out at the convention.
Web Advertising is another major portion of the distribution strategy. A
Realtor.com banner ad will be purchased for an entire year and will gain impres-
sions among agents, REALTORS, and consumers searching for real estate informa-
Public Relations efforts should be utilized internally in addition to all the external
exposure of the Unifinancial name. These tactics will be the focal point internally.
The online presence is important since agents need to have information easily
available and need the option to interact with Unifinancial online directly.
Online Press Room
Online Press Room
Utilizing an online press room creates a great resource for agents and affiliate staffs
to use when looking for information about Unifinancial. Just as the brand promises
a convenient, one-stop-shop, so will the online press room.
Here, press releases, newsletters, articles about the industry, a company blog, and
any other PR materials can be uploaded and updated easily.
Because this could be time-consuming, Real Estate One could consider bring a PR
intern onto its team to do the leg-work for these materials. This intern could be
paid or unpaid, and would surely serve useful in generating written materials and
keeping the website updated.
Informational Kits $900
Promotional Items $1,340
Online Advertising $6,000
Restructuring Full-House $5,635
70% of Real Estate One Survey clients after each
agents distribute new brand transaction to see if they re-
information to clients ceived information
50% of Real Estate One Monitor the data provided by
agents participate in at least the Webinar regarding which
one webinar over the course agents are participating in each
of the first year session
20% increase of referrals by Compare referrals from
Real Estate One agents to beginning of the year to the end
new brand of the year
80% awareness of new Survey all agents at the end of
brand name among Real the year to see if they are aware
Estate One agents of the new brand
100% of Real Estate One Take attendance at quarterly
office managers learn about update meetings
new brand at quarterly
TIMING SCHEDULE FOR PROMOTIONS in 2009
Jan Feb Mar Apr May Jun Jul Aug Sept Oct Nov Dec
Phase 1 Brand Introduction
Phase 2 Brand Introduction
New Website Launch
Online Press Room Launch
Poster Displays in Offices
Brochures Distributed in Offices
Managers Informational Meetings
Web Advertising on Realtor.com
Poster and Brochure Displays at
Informational Packet Distribution
Promotional Swag Item Distribution
Ann Arbor Business Review. “Jeffrey Stabnau-Sales Manager of Real Estate One,
Ann Arbor.” [Online] 30 August 2007. <http://blog.mlive.com/ann_arbor_business_
Article Alley. “The Importance of Internet for Real Estate Professionals.” [Online] 13
September 2005. <http://www.articlealley.com/article_8800_33.html>.
Capital Title Insurance. <www.capitaltitle.net>.
Ezine Articles. “The Five Most Effective Real Estate Marketing Tools.” [Online] 16
July 2008. <http://ezinearticles.com/?The-5-Most-Effective-Real-Estate-Marketing-
Fuller, Peter C. “Message to Market Program Details.” [Online] September 2008.
Insurance One. <www.insone>.
John Adams Mortgage. <www.johnadamsmortgage.com>.
“Managing the Advertising Campaign.” [Online] September 2008. <http://www.
National Association of Realtors. “When is a Real Estate Agent a Realtor?” [Online]
13 March 2008.<http://www.realtor.org/realtororg.nsf/pages/whoisarealtor>.
Real Estate One. <www.realestateone.com>.
Sarah, Danette.< firstname.lastname@example.org>. October 2008
Unifinancial Logo designed by Jacob Cooper