Shaping the future of real estate: Realstone’s pioneering path to sustainability
Challenge
Investing in better
In our collaboration with Realstone, a leader in real estate asset management, we’ve focused on their commitment to setting new standards in sustainability. Realstone strives to be Switzerland’s most sustainable, innovative, and successful real estate asset manager for investors and tenants alike. With their unique approach to business and philosophy, they aim to find the right way to invest with credibility and confidence. This is why they incorporate sustainability into each of their projects.
We intended to communicate for the first time the influence they are having through initiatives that yield concrete and measurable outcomes for all stakeholders. Our brand strategy reflected their core ethos and marked a strategic shift towards communicating excellence in environmental stewardship. Our role in this transformative journey started by repositioning Realstone as “Built for Better”. Their new value proposition and visual and verbal expressions, involved enhancing the communication of their practices throughout their property portfolio, aligning their identity and brand experience with principles of sustainable development, and motivating their team to lead in this significant corporate transition. By doing so, we aimed to make sustainability a foundational element of Realstone’s identity, reinforcing their dedication to this unique and differentiating aspect of their business.
Immersion
Market research, competitive audit, stakeholder consultation, best practices and insight unearthing report.
Strategy
Brand positioning, value proposition, brand personnality, brand narrative, naming and communications strategy.
Creative
Brand identity guidebook, key messaging and tone of voice, corporate manifesto, website front-end design, website copy content, social media content.
Activation
Launch of “Built for Better” landing page, LinkedIn campaign, Google Awords, Google Display campaign.
Immersion
The other ‘E’ in EESG…
We began with an in-depth exploration of the competitive landscape, which included extensive stakeholder consultations and a combination of qualitative and quantitative research methods. This meticulous market analysis and stakeholder insights yielded a profound understanding of the Swiss real estate industry. It enabled us to uncover strategic insights, capture market dynamics, and identify opportunities for differentiation and new marketing opportunities. We were able to distinctly position Realstone as unique, highlighting their pioneering practices in sustainable real estate as industry leaders.
Strategy
Built for Better
We crafted Realstone’s new positioning and narrative by distilling their brand essence into a framework that resonates across each stakeholder’s customer journey. We defined their new brand personality as the “visionary engineer”. We shaped their new tone of voice and created their new value proposition, “Built for Better”. We developed their messaging house around our recommended strategic pillars: Better Environment, Better Economy, Better Society, and Better Governance.
Creative
A better brand expression
We created a unique and unified brand identity that transformed Realstone’s look and feel to reflect its deep commitment to sustainability. We reinforced the brand’s authenticity and credibility amidst the challenges of greenwashing by featuring real stories, real pictures, real people, and real benefits. Highlighting Realstone’s quest for a better world through transparency and authenticity, the measurable impact of its sustainable actions, and a commitment to a better quality of life for all were our driving factors.
Activation
Uniting people with purpose
The brand activation for this new positioning was supported by a three-month paid digital campaign aimed at building brand awareness. We implemented targeted LinkedIn social media campaigns that were central to our activation strategy. The use of precise keywords and the deployment of Google AdWords and Google Display significantly enhanced visibility, both online and offline, and solidified Realstone’s presence. This strategy achieved not just recognition but also a commanding position at various regional and national events.
We also developed a substantial multilingual campaign landing page (in French, English, and German) at https://builtforbetter.ch/. Creating content and assets in English was a first for Realstone, catering to their predominantly English-speaking Swiss audience in the financial sector. The new landing page supported various “B4B” events across the country, including in Geneva and Zurich.
Impact
Achieving beyond expectations
This strategy successfully united all stakeholders around a common vision: “Built for Better” — a better way to invest in real estate, underpinned by four pillars: Better Society, Better Economy, Better Environment, and Better Governance.
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