We recently met with the head of a long-running digital ad firm about collaborating on a project.
When we sat down, the first thing he said was, ‘I’ve always admired One South’s marketing … who handles your corporate stuff?‘
We were blown away — the fact that a respected industry insider felt we must be working with a professional marketing firm was high praise.
To us, when the head of one of Richmond’s most recognized advertising firms compliments us on our marketing — it is one of the highest compliments we can imagine.
When we opened One South, we wanted to create a brokerage that was different.
Our vision for One South was not just a firm that blended a residential and a commercial practice, but one that also offered a higher level of support for the agents who chose to work there.
Oh, and we wanted to look different, too.
We felt the heavy-handed marketing and ego-centric message that agents and brokerages had traditionally employed was as archaic as it was incorrect — so we consciously chose to walk a different path. We strongly feel that the properties we represent are the feature and that any marketing we do should exist to support that narrative.
The visual representation of our brand should also support our philosophy of being ‘property first.’ To us, elegance is derived from print pieces and websites that are open, clean, minimal and simple. We want the properties we represent to be the star of the show and the use of complicated fonts, multiple colors, complex logos and ‘look at me’ messaging overpowers the properties that need to be sold.
And thus, a tremendous amount of time and effort was spent on our brand. From our more contemporary and simple logo to the ultimate in minimalist corporate colors, we want the public to understand who we were.
Rarely a day goes by where a client or agent with another firm makes a comment about our marketing:
Who handles your web?
Who writes your blogs?
Who does your brochures?
Can you give me the name of your photographer?
To us, establishing a brand whose visual representation mirrored the actual representation was a critical component to both the short term and the long term plans for One South.