Bakersfield Real Estate, Refined
Glentzer Group is a real estate partnership based in Bakersfield, California between agents Katy Glentzer + John Glentzer.
Katy + John have a combined 20 years of real estate experience, and they both have expertise in premium real estate properties and impressive sales portfolios. To celebrate their decades-long partnership, Katy + John wanted to give their business a refresh that would bring their personalities to the forefront + carry them into the next decade of their work.
Situation + Strategy
Katy + John wanted a brand that would capture their personalities and their love for + commitment to their clients + community, and it needed to be a visual attention-getter.
In Bakersfield, the realtor profession is saturated, so it’s important to be unique + bring something solid to the table. For Katy and John, their personalities make all the difference.
We partnered with OSS Analytics for this project, delivering a full rebranding package based on marketing research to drive Glentzer Group forward and set it apart in its industry.
Plan + Implementation
To kick off this project, OSS Analytics gathered, analyzed + interpreted marketing research to guide the process.
Brand Discovery + Strategy
Before Purveyor House typed one brand word or pulled one color for a moodboard, we met with Katy and John to get to know their specific business + customers. We continued our brand discovery by conducting our own research, talking to past + current clients and checking out the competition + target markets. We wanted to develop a genuine relationship Katy + John, learning what they do best + what makes them tick, and then drill down to the core of how people currently see them and how we want people to see them moving forward.
We paired our research with OSS’s marketing research to create a full brand strategy built on Glentzer Group’s love of Bakersfield and unmatched ability to develop relationships with their clients + make record-setting deals.
Their full strategy included their brand vision, brand values + words and brand story. We also created a moodboard, focusing on warm tones and incorporating modern + vintage while adding elements to highlight who John + Katy are as individuals.
Building on the strategy, we developed a tagline that clearly defines the service Katy + John provide and how + where they do it.
For color palette + logo design, we expanded on the moodboard and created something that was warm, appealing across genders + impactful while maintaining a level of fun. The logo is a simple mark designed with strong fonts that have fun twist. The colors infuse life into the brand and have a distinct vintage vibe.
We carried the brand design into new collateral + packaging designs, and we updated their social media accounts to reflect the new Glentzer Group in both visuals + information. We also partnered with Lex & Ev to capture Katy + John's personalities through new headshots + content photos.
Content Marketing Plan
To help Glentzer Group reach future goals, we created a custom marketing + brand development plan based on their brand strategy. This plan takes stock of their current position and lays out the specific strategies, guardrails + activities to help them in their success.
The final piece of work, done alongside OSS, was to create a new website to reflect Glentzer Group’s full rebrand.
Our friends at OSS provided SEO audit/repair, SEO copywriting, a great FAQ page and DX/MLS integration based on their marketing research. They provided services to increase the visibility, optimization + long-term health of the Glentzer Group website from both client + search engine perspectives.
Purveyor House crafted + launched the website, designed all graphics, curated photography to match the brand and provided copywriting for bios + the Glentzer Group story.
Results + Transformation
The Glentzer Group website now showcases their services and provides a platform for Katy + John to share their story in a straightforward way. The website uses our strategy, imagery + optimization to create a meaningful + visually pleasing experience for clients of Glentzer Group.