We’re not just a company, we’re a brand.
The Parker Group started as the Parker Company, specializing in residential real estate in Greenville, South Carolina. With a strong focus on growing within the real estate market, they realized their business model had changed and needed to reflect the new entity they represented. They hired us to rebrand the company, incorporate the new business model and assist in attracting the clientele to support their new image while positioning the company for future growth.
The Parker Company initially dealt in real estate, but the principal wanted to develop the brand into a full-service boutique that could service a variety of clients that included development consulting, real estate and property management. With this in mind, he developed internal sales agents to become managing partners of each division but could not determine the best way to bring each model together for inclusion into a new business model. Although the concept was good, it lacked cohesiveness and the strength to draw high-profile clients.
Understanding the problem, we came in and conducted a rebranding exercise which included a SWOT analysis, survey of existing clients and took an in-depth look at the target market for insight on how to develop the brand. The new business model needed to have its own identity, incorporating the new specialized services of the firm. The company was rebranded as The Parker Group, merging every new entity under one umbrella, with the principal at the helm as overseer. This allowed each sub-company to work as a team, yet independently, giving the firm leverage in the different markets of developmental consulting, residential and commercial real estate and property management. In keeping with the feel of the upstate area, we created an entirely new logo, incorporating the colors of the local university while showcasing a modern and forward-thinking design to keep the firm specific and localized. A new website was developed that showcased each entity for a cohesive look and feel.
By changing the name of the company to reflect the changes in the business model, The Parker Group was able to position themselves as a full-service boutique firm specializing in all aspects of the real estate business, capitalizing on the ideal of having a principal at the helm to deal with major developers while providing specialized services from the developmental process through the property management component. By creating a new brand and enhancing their image, they can now successfully compete in the growing market and capitalize on future opportunities.