Question

Topic: Taglines/Names

Tagline For Luxury Real Estate Agency

Posted by lr on 10/29/2012 at 6:58 AM ET 250 Points
I need to create the ultimate tagline for a luxury real estate agency called Home First. We want it to have a bit of edge and attitude - and at the same time show professionalism, experience and trustworthiness.
Our current tagline is "Welcome to first row".
So, how do we exceed that?
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RESPONSES

  • Posted by lr on 10/29/2012 at 9:28 AM Author
    I'm not going to argue with you on that ;-)
    However, this is an old, esteemed agency, so the name sticks. No matter what you and I think about it.
    I didn't pick the name - but I do have to come up with a tagline to go with it.
  • Posted by Gail@PUBLISIDE on 10/29/2012 at 10:06 AM Member
    • Luxury properties for you to call home

    • Beautiful houses for you to call home
  • Posted by Moriarty on 10/29/2012 at 11:52 AM Member
    Okay: you are operating in a tough market. Even luxury home agents are two a penny. Your tag line needs to stamp your individuality clearly.

    With "lr" to go on, this is something of a problem. Googling your tagline and name didn't help - unless you are an entrepreneur in the Philippines?

    Since I can't come up with a tagline right now, you need to think of what you don't provide. Since you are established you will have had at least one dissatisfied customer. That is not a rebuke: take their dissatisfaction and use it as a "we don't do this for you" - that will tell people that you are (1) aware of your shortcomings and (2) shows that you are honest about addressing them.

    That will do more for you than stating your honesty. More info and I might be able to whizz something up for a tagline.
  • Posted by lr on 10/29/2012 at 12:31 PM Author
    I'm not in the Philippines - I am in Denmark. And the original tagline is in Danish. Hence the difficulty googling it ;-)
    I like the idea of focusing on what we don't do. Like "fill the pool". I will continue down that path. Thank you :-)
  • Posted by Moriarty on 10/29/2012 at 1:06 PM Member
    Hi LR

    I can understand what you say. One point is that the Danish are not Americans, and your name will have a different connotation entirely so stick with it (which you are anyway).

    Focussing on what you don't do is one of those marketing ideas that is quite subtle. There are other directions that you can establish who and what you are. The negative aspect is one of the more powerful ones and if carefully applied will give an impression of integrity and thoroughness. In Europe that is far more important than in the US.

    I live and work in the Netherlands and am currently visiting my friend near Luneburg - not so very far from where you are!

    Wishing you success! Gemma xx

    PS being an entrepreneur in the Philippines was intended as a joke, by the way!

  • Posted by lr on 10/29/2012 at 1:09 PM Author
    Hi Gemma,
    I got the joke ;-)
    And you are absolutely right about the different connotation, too.
    Thank you so much for taking the time to respond. Have a great day :-)
    /Lena
  • Posted by Moriarty on 10/29/2012 at 1:19 PM Member
    You are welcome, Lena!

    To your success, Gemma xx
  • Posted by Jay Hamilton-Roth on 10/30/2012 at 7:51 AM Member
    Since "Home First" doesn't convey that you sell real estate, your tagline needs to make this clear:

    The Exclusive Real Estate Agency
    Superior Real Estate. Superior Service.
  • Posted by Moriarty on 10/30/2012 at 5:09 PM Member
    Jay,

    don't forget that the lady is Danish. You can't assume that what works in the US always works in Europe. She has already explained that the name is established and works well. In Danish it could well be that the name does convey the things you assume it does not.

    By the way, do you speak Danish? I have to admit that mine is not up to copywriting, it is good enough to realize that it it's quite different from English.
  • Posted by lr on 10/30/2012 at 5:15 PM Author
    You're so right, Gemma :-)
    It's very different.
    Also, I would really like not to use the age of the company (that doesn't necessarily say anything about the quality anyway) And I would really rather show that we are superior instead of just saying it, you know? Let it shine through in an elegant, sophisticated manner :-)
  • Posted by Moriarty on 10/30/2012 at 6:31 PM Accepted
    Now this is where you have to help yourself.

    You have been in business for long enough ... and this goes back to my post of 29/10. You will have had some people who will have given you a bad review. Their comments will be justified, your service lacked something.

    Address that issue face on and tell people that this is something you don't do. This will have two effects, one: it tells those people who would have that concern that you are honest enough to tell them not to deal with you. It tells those people that this issue would not be a problem that you are honest enough to tell them this - and you will be honest when dealing with them.

    I think you should have your answer there. When you have, come back and post it and we will see what we can do regarding a snappy tagline. Either that, or take a long shower or bath - which is where most of mine appear!

    To your success! Gemma xxx

    Berlin, 30-10-2012
  • Posted by NovaHammer on 10/31/2012 at 1:03 PM Accepted
    Custom Insight & Understanding for Every Client



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