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The network has opted for an interpersonal approach with their new brand position.
Using its string of HX2024 network conferences across South Africa, New Zealand and Australia as a launch platform, Harcourts has completed its network-wide, global rollout of its new brand position – “We make it possible.”
In a media release, Harcourts described the new direction as a “deliberate shift for the brand”, with the network seeking to encapsulate the emotional state of a buyer searching for a trustworthy real estate adviser within its new brand statement.
Managing director of Harcourts International, Mike Green, described the new brand position as “clear, concise and authentic” and embodying the brand’s commitment of “putting people first”.
“It pays homage to the sense of hope, opportunity and belief in the aspirations we all hold dear when it comes to people’s needs and wants from their real estate partner and adviser,” Green stated.
“Harcourts has the expertise, work ethic and a track record of success that provides hope for anyone whose dreams may feel out of reach. Our brand promise is straightforward: at Harcourts, we help others achieve success,” he added.
The network further described the new brand position as reflecting the “core foundations” of the Harcourts brand in articulating the network’s vision of “enabling success” and delivering the “finest experience” for their clients, business partners and team.
“The brand position is a line in the sand moment for Harcourts. It’s our public declaration to our unwavering commitment our team has to helping people turn their dreams into reality,” Green said.
“From the moment we meet our clients, we want them to know that no matter what their dreams are, we make it possible,” the managing director concluded.
This rollout comes off the back of multiple developments for Harcourts, with the network recently adding three new Queensland franchises alongside welcoming a new business operations manager to its Queensland outfit within the last month.
