The Flipside by Alternative Strategies

Realtor Redesign

Starting July 1, California’s real estate agents will be required to disclose their Department of Real Estate (DRE) license numbers on all materials they use as a first point of contact with consumers.

While the new law, Senate Bill 1461, does not specifically name what materials qualify as “first point of contact,” it has given some examples of materials that should be revised to show the DRE license number.

Some materials needing to be updated include business cards, stationery, advertising flyers and other materials used to solicit a professional relationship between a licensee and consumer.

These are some loose guidelines. As the new guidelines take effect, additional materials, including promotional items, may also need to be re-printed with the agent’s DRE license number.

There are some marketing materials that are excluded from the law, including advertisements in print or electronic media, "For Sale" signs and classified rental ads with the address or phone number of the rental property.

As realtors scramble to meet the requests of this new requirement, the DRE may adopt regulations that clarify the “first point contact” materials.

Whatever the DRE decides, it is a great idea for realtors to start re-designing and re-printing the materials that they know will need to have the DRE license number on them.

Business cards, letterhead and other flyers should be revised now. A proactive approach to re-printing materials and meeting the July 1 deadline can save realtors time, money and hassle during an economic time that is already full of headaches. There’s no better time to plan ahead than the present!

Create Your Identity In 4 Easy Steps

During this economic crisis, brand identity -- especially positive brand identity -- is more important than ever.

Your identity not only reflects what makes your company unique, but what differentiates you from your competitors.

Here are a few basic concepts you should be aware of when creating your identity.

Message: Find out what makes you special. A strong identity carries a message that consumers acknowledge and connect with. This message need not be too complicated. In fact, the best brand messages are simple, yet carefully constructed. They resonate and relate with the target audience and leave them with a good impression.

Logo: How does a logo reflect the message you've developed? It is an intricate decision making process. Whether your logo is an icon or text, it must identify your company in a way that creates immediate recognition. When developing your brand, pay close attention to things like graphics, color and even the font.

Expand: Take your brand as far as you like. It is the icon that defines you, the product that has your logo and even your business' customer representatives. It is also an attitude. Your brand puts a new meaning to your product or services. It matters, so don't limit the creativity and let it grow organically.

Invest: You make think you can save money by creating your own brand identity or logo. Truth is, hiring a professional to create your identity is the best investment you'll ever make. They know how to create an image and how to equip you to maintain it as you grow.

Have fun!

Designers' Dilemmas

There are so many dilemmas a designer has that sound simple or stupid, but they are oh so important! They’re important in the sense that the right image, color, and font give the outcome, the right atmosphere that the client wants to portray for their product or service. These are some examples of the questions that fill my head before I start a design project:

    o What shade of red would the client prefer?

    o What font would be just right?

    o Am I going to find the right image?

    o Is the leading ok?

    o Should I start with adding colors, working with the image or picking the right fonts?

    o Wait! How or where do I even start?

They sound like non-threatening questions, right? But these questions are what make a business a business. They help to create the identity and brand of a company, its essence. Making the right decisions can be a big investment in creative energy, not to mention time.

Beyond these difficult questions, designers also face the dilemma of dealing with design trends. Deciding what direction to take a design makes a huge difference. For example, does the client want clean, simple and straight-to-the-point design, or more creative design with a clever pitch, or even an artistic flow with a simple icon? Whatever the decision is, a designer needs to acknowledge that whatever they come up with, it has a design shelf life. More trendy designs may stand out and catch viewers’ attention, but will need to be updated sooner. That means the client has to make an ongoing investment in design. Classic designs can stand the test of time and rarely need major updates, but may not be as catchy.

Any designer could keep on going with thousands of questions they have to answer when they sit down at their computer. At the end of the day, it is their responsibility to talk with their clients and listen to their needs and wants. Do that and the dilemmas will disappear and the outcome of the art work will just "wow" your clients!

Design for Your Customers, Not You

Your company is your baby. You want to build it, create it and design it the way you envisioned. The picture in your head is what your company is going to be! It is true that you have the ownership, but often times, you should think about what customers will experience.

   1. You Are the Creator!

Who else knows your company better than you? Viewing from the owner’s eye, there might be a lot of obstacles keeping you from creating the aesthetic appeal you want. It is time to find your edge and bring it to the experts. We can take your vision to the next level and to a place that you will make you say, “Wow!”

   2. Choosing the Right Customers

Understanding your company is one thing, but knowing your customers is what you should focus on. This is what separates you from the rest of your competitors. Tailor your image to those who care the same way you do about your company. As a first step, analyze your main audience, their lifestyle and background?

   3. What Makes Your Customers Tick?

Running a business is not easy. Customers are always looking for added incentives. Small things can create memorable experiences for your customers and encourage them to spread the word about your company – the power of word of mouth. A sweet message and note card on a plate, lighting a candle to create a harmonious environment or brightening the room with decorative lighting can all work to make unique experiences for your customers and help your company stand out.

  

4. Presentation, Presentation, Presentation!

Once you understand who your customers are and what they like, you want everything to be perfect! Creating the right tone on a promotional piece – contemporary, high-tech, progressive, fun or sexy - is key. What color attracts your customers the most? What is the message you want to deliver to them? Finding the perfect partner or group to work with can help you create the presentation pieces you need to take your business to the next level!

By Jane Wong | Creative Director