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LJ Hooker has unveiled its brand reset, which includes an update to its logo and the introduction of the network’s The Difference brand platform.
Updated brand elements include an updated tri-colour flag, a new colour palette, and the rollout of its The Difference brand platform, ahead of its 100th birthday.
The reset will be bolstered with a media campaign aimed towards improving consumer consideration and recruitment.
On showcasing the new reset, network spokespeople explained that the refreshed branding was developed following extensive market research, including research to better understand how vendors choose real estate agents.
According to the data, this includes the quality of sales presentation material (81 per cent), property marketing stock (79 per cent), signage (70 per cent), and reviews, ratings and testimonials (69 per cent).
Stephan Gervois, LJ Hooker Group general manager of marketing, explained that the reset will help the franchisees stand out in an increasingly competitive market.
“Consumers say they can’t tell the difference between the competing real estate brands,” Gervois said.
“They all blur into one and none of them have any unique identifiers. This is where we can be different; we can make it easier for them to choose LJ Hooker.
“The Difference is more than just a branding campaign; it is a philosophy that defines the LJ Hooker network and sets us apart. By embracing our iconic brand and signature tri-colour flag, we have crafted an unmistakable identity that stands out in the market.”
The reset will also ensure agents are able to access new design assets to better communicate to the market.
“By equipping our network with a premium selection of brand assets, they will stand out from the pack when consumers are choosing which real estate agent to entrust with their property,” Gervois added.
“In turn, our agents will be able to better communicate how we consistently achieve the best results, how straightforward and transparent our process is, and how professional we are.
“Vendors will know LJ Hooker agents can sell with confidence.”
Lindsey Burne, director of LJ Hooker Dickson, explained that the reset provides a modern reset to an iconic brand.
“I’m proud to represent this iconic brand and excited to present this modern, sleek and stylish reset to my consumers,” he said.
“The Australian real estate industry is extremely competitive, but this reset gives us a unique opportunity to create a lasting impression on the market.
“LJ Hooker’s brand reset is truly an agent-first platform. Through this new direction, LJ Hooker salespeople and property managers can service their clients’ needs while also being able to create a unique identity aligned to their particular market, making them a local expert supported by an established and iconic brand.”
It comes just months after the network revealed the LJ Hooker Acceler8 platform, which provides design tools, brand assets and automated scheduling for members of the network.
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