Comments on: BHG and Realogy: I hope there’s something they’re not telling us http://1000wattconsulting.com/blog/2007/10/bhg-and-realogy.html Turn On Thu, 09 Feb 2012 05:21:21 +0000 hourly 1 http://wordpress.org/?v= By: Thomas Johnson http://1000wattconsulting.com/blog/2007/10/bhg-and-realogy.html/comment-page-1#comment-2278 Thomas Johnson Fri, 12 Oct 2007 19:08:08 +0000 http://wp.1000wattconsulting.com/2007/10/bhg-and-realogy.html#comment-2278 <p>Awesome insight. I have noticed that my clients over the past few years have been ever more female without male partners. Single career women, divorcees, and widows have been an ever larger portion of our clientèle. I was hoping that the Realogists were happy to leave this niche to us, the ERA inscrutables, but the segment is too big to ignore on the heels of the Real Living successful rollout.</p> Awesome insight. I have noticed that my clients over the past few years have been ever more female without male partners. Single career women, divorcees, and widows have been an ever larger portion of our clientèle. I was hoping that the Realogists were happy to leave this niche to us, the ERA inscrutables, but the segment is too big to ignore on the heels of the Real Living successful rollout.

]]> By: Brian Boero http://1000wattconsulting.com/blog/2007/10/bhg-and-realogy.html/comment-page-1#comment-2277 Brian Boero Fri, 12 Oct 2007 09:17:06 +0000 http://wp.1000wattconsulting.com/2007/10/bhg-and-realogy.html#comment-2277 <p>Stefan,</p> <p>You raise good points. I think, though, that the days of launching brands with no meaning for consumers is over. </p> <p>I am not writing off the BHG deal - quite the contrary. I think there is huge potential here, but I found the public statements regarding the deal unclear and wonder if Realogy can truly maximize the potential of the brand. </p> <p>The appointment of Sherry Chris to lead the new venture on the heels of the annoucement is definitely encouraging. </p> Stefan,

You raise good points. I think, though, that the days of launching brands with no meaning for consumers is over.

I am not writing off the BHG deal – quite the contrary. I think there is huge potential here, but I found the public statements regarding the deal unclear and wonder if Realogy can truly maximize the potential of the brand.

The appointment of Sherry Chris to lead the new venture on the heels of the annoucement is definitely encouraging.

]]> By: Dave Lowry http://1000wattconsulting.com/blog/2007/10/bhg-and-realogy.html/comment-page-1#comment-2276 Dave Lowry Fri, 12 Oct 2007 07:26:28 +0000 http://wp.1000wattconsulting.com/2007/10/bhg-and-realogy.html#comment-2276 <p>You have one of the best ideas of how BH&G could work in tomorrow's market.</p> <p>Also Right - Recognition may work for impulse buys like chewing gum, but not for selling a home. Real branding tells a story and makes a promise.</p> You have one of the best ideas of how BH&G could work in tomorrow's market.

Also Right – Recognition may work for impulse buys like chewing gum, but not for selling a home. Real branding tells a story and makes a promise.

]]> By: Stefan Swanepoel http://1000wattconsulting.com/blog/2007/10/bhg-and-realogy.html/comment-page-1#comment-2275 Stefan Swanepoel Thu, 11 Oct 2007 14:25:16 +0000 http://wp.1000wattconsulting.com/2007/10/bhg-and-realogy.html#comment-2275 <p>Interesting angle. It is however way too early to negate the upside potential of a new BH&G brand in real estate. There were many that foretold failure for RE/MAX when they launched their new commission concept in 1973, or when hospitality franchisor HFS bought Century 21 in 1995 or when awkwardly named EXIT launched in 1996. Yet, all three are good examples of how success many times comes from unlikely places and names. Realogy has proven they can build a real estate brand and company. So, with an added 8 million circulation and a 40 million readership, BH&G is a brand that is already two steps ahead of most and definitely has potential as a national real estate company. </p> Interesting angle. It is however way too early to negate the upside potential of a new BH&G brand in real estate. There were many that foretold failure for RE/MAX when they launched their new commission concept in 1973, or when hospitality franchisor HFS bought Century 21 in 1995 or when awkwardly named EXIT launched in 1996. Yet, all three are good examples of how success many times comes from unlikely places and names. Realogy has proven they can build a real estate brand and company. So, with an added 8 million circulation and a 40 million readership, BH&G is a brand that is already two steps ahead of most and definitely has potential as a national real estate company.

]]> By: Chris Svec http://1000wattconsulting.com/blog/2007/10/bhg-and-realogy.html/comment-page-1#comment-2274 Chris Svec Thu, 11 Oct 2007 11:21:28 +0000 http://wp.1000wattconsulting.com/2007/10/bhg-and-realogy.html#comment-2274 <p>Brian-<br /> Thanks for noting Real Living as one of, if not the only national franchise company recognizing the female consumer. Great post.</p> <p><br /> </p> Brian-
Thanks for noting Real Living as one of, if not the only national franchise company recognizing the female consumer. Great post.

]]> By: Brian Boero http://1000wattconsulting.com/blog/2007/10/bhg-and-realogy.html/comment-page-1#comment-2273 Brian Boero Wed, 10 Oct 2007 15:55:26 +0000 http://wp.1000wattconsulting.com/2007/10/bhg-and-realogy.html#comment-2273 <p>I see the public efforts they have taken to re-imagine the brand. I just don't find them encouraging. Bur you may be privy to things I have not yet seen.</p> I see the public efforts they have taken to re-imagine the brand. I just don't find them encouraging. Bur you may be privy to things I have not yet seen.

]]> By: Charles Woodall http://1000wattconsulting.com/blog/2007/10/bhg-and-realogy.html/comment-page-1#comment-2272 Charles Woodall Wed, 10 Oct 2007 15:17:18 +0000 http://wp.1000wattconsulting.com/2007/10/bhg-and-realogy.html#comment-2272 <p>Earned Run Average? Do you think the answer would be different if you put CENTURY 21 there instead of ERA?</p> <p>I certainly see your point about the difference between recognition and brand. My point is that I believe CENTURY 21, from what I have seen, is really working toward refocusing the brand. With the recognition already there, if the right people get behind it, it will get done.</p> <p>Of course, I may be just looking through my Gold colored glasses.</p> Earned Run Average? Do you think the answer would be different if you put CENTURY 21 there instead of ERA?

I certainly see your point about the difference between recognition and brand. My point is that I believe CENTURY 21, from what I have seen, is really working toward refocusing the brand. With the recognition already there, if the right people get behind it, it will get done.

Of course, I may be just looking through my Gold colored glasses.

]]> By: Brian Boero http://1000wattconsulting.com/blog/2007/10/bhg-and-realogy.html/comment-page-1#comment-2271 Brian Boero Wed, 10 Oct 2007 13:09:39 +0000 http://wp.1000wattconsulting.com/2007/10/bhg-and-realogy.html#comment-2271 <p>@Charles:</p> <p>Oldsmobile.</p> <p>As far as ERA is concerned, consider this from a *consumer* perspective by taking this test:</p> <p>Apple means ________.</p> <p>Starbucks means _________.</p> <p>ERA means _________.</p> <p>Recognition on its own does not make a brand. Meaning makes a brand. Local affiliates may imbue a brand such as Century 21 with meaning, as I suspect you have. But looking at this globally, I think it's an uphill battle.</p> @Charles:

Oldsmobile.

As far as ERA is concerned, consider this from a *consumer* perspective by taking this test:

Apple means ________.

Starbucks means _________.

ERA means _________.

Recognition on its own does not make a brand. Meaning makes a brand. Local affiliates may imbue a brand such as Century 21 with meaning, as I suspect you have. But looking at this globally, I think it's an uphill battle.

]]> By: Charles Woodall http://1000wattconsulting.com/blog/2007/10/bhg-and-realogy.html/comment-page-1#comment-2270 Charles Woodall Wed, 10 Oct 2007 08:47:29 +0000 http://wp.1000wattconsulting.com/2007/10/bhg-and-realogy.html#comment-2270 <p>I hear McDonald's and Levi's are thinking of retiring their brands as well.<br /> <br /> I agree that C21 needs to enter the 21st century in their marketing, but the brand isn't going away. The CENTURY 21 brand still carries more name recognition that any other real estate brand. Help me remember; has there ever been an easily recognizable brand in any business that has just been dropped? </p> <p>And just like the real estate market, the perception of real estate franchises is local as well. Ask folks around these parts if ERA is inscrutable, and they'll laugh at you. And not because they don't know what the word means.</p> <p>Yes, I am a CENTURY 21 franchisee. I enjoy your insights on this website and realize you are probably just 'floating' this out there, but yes, you are crazy.</p> I hear McDonald's and Levi's are thinking of retiring their brands as well.

I agree that C21 needs to enter the 21st century in their marketing, but the brand isn't going away. The CENTURY 21 brand still carries more name recognition that any other real estate brand. Help me remember; has there ever been an easily recognizable brand in any business that has just been dropped?

And just like the real estate market, the perception of real estate franchises is local as well. Ask folks around these parts if ERA is inscrutable, and they'll laugh at you. And not because they don't know what the word means.

Yes, I am a CENTURY 21 franchisee. I enjoy your insights on this website and realize you are probably just 'floating' this out there, but yes, you are crazy.

]]> By: derherold http://1000wattconsulting.com/blog/2007/10/bhg-and-realogy.html/comment-page-1#comment-2269 derherold Wed, 10 Oct 2007 07:18:54 +0000 http://wp.1000wattconsulting.com/2007/10/bhg-and-realogy.html#comment-2269 <p>One question from germany:<br /> the "big ones" in US-real estate are franchise-based corporations.</p> <p>Thousands of brokers/owners and agents with thousands of CI. In which way is it possible für C21 - or another real estate brand - to "change" ?</p> One question from germany:
the "big ones" in US-real estate are franchise-based corporations.

Thousands of brokers/owners and agents with thousands of CI. In which way is it possible für C21 – or another real estate brand – to "change" ?

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