Lugtons sold on new positioning and brand strategy

By Jacqui Gage-Brown, Aug 16 2019

As bold as their billboards and as sharp as their deals, the team at Lugtons are path creators, leading their clients to success through not only buying and selling property but advising on market trends and investment opportunities as well.

You’ll know the company name – it’s been in Hamilton since 1955, building the most trusted and successful real estate agency in the Waikato. While hunting for an edge after more than 60 years in the market, Lugtons directors turned to their trusted friends at HGB to appraise the agency’s current market position and develop a new positioning and brand strategy, supported by all the theming components that would take them on a compelling journey.

The first stop was exploring Lugtons’ DNA and discovering the brand’s core values, which drive the team’s everyday behaviour. Courageous. Determined. Intrepid.

The journey continued and the deal went unconditional with a refine and redevelopment of the brand, which set the direction for Lugtons’ marketing material, communications, customer experience, staff, culture and environment look and feel.

Inspired by the new logo design and brand positioning, the team at Lugtons was sold on fostering an environment where people would love to come to work.

The path was extended with HGB delivering the Lugtons Recruitment Campaign, designed to attract high quality new salespeople via a web-based quiz and supported through a social media push and traditional platforms.