That's Home Services
The brief: when people hear Berkshire Hathaway, they think of one man in Omaha. But this real estate company needed an identity of its own.
We found the answer in its name, pulling Home and Services out, and setting out to define it.
A real estate company associated with the most famous investor of all time has a very specific problem.
The whole world’s heard of Berkshire Hathaway. But people associate it with buying equities, not buying a home. And the rest of the name? HomeServices? It doesn’t really tell you much.
So we took it apart, and defined it. Home Services. That means everything one of their network agents does beyond just the transaction. It’s the personal touch. The empathy. The understanding and listening. It’s more than just real estate.
And all that more they do? That’s Home Services.
Delineating what that means gives all the over forty thousand agents in their network a way to describe what they do that’s not just the phrase “real estate.”
Some of the copy
- Your first home. Butterflies-free.First time buyers, print
- Feeling cramped? Uncramp yourself.Expanding families, print
- Downsize to just-the-right size.Empty nesters, print
- You deserve a better class of real estate.Luxury buyers, print
- Relationships over transactions.Agent recruitment
- The greatest real estate technology ever created: our people.Career recruitment
Credits
- Agency
- VaynerMedia
- My role
- Lead writer. The line, the voice system, the usage architecture, and the campaign copy across all four audiences.
- Audience segmentation
- VaynerMedia strategy
- Art direction
- Freelance creative direction, VaynerMedia
- Shipped
- 2019, to the Berkshire Hathaway HomeServices network