CASE STUDY
ABOUT THE PROJECT
DeSelms Real Estate is a second generation real estate brokerage serving the Greater Nashville area in Middle Tennessee. They are best known for their cutting edge marketing and most notability their relationship with The Dave Ramsay show. Founder, Terry DeSelms, built the company over 30 years ago with an intense work ethic and saw huge growth.Tara DeSelms is now leading the company as the second generation of the company moves forward and confronts new challenges.
CHALLENGE
DeSelms Real Estate needed a fresh rebrand to take the successful company to the next level.While the company had seen lots of success, the identity of the company was in need of a new, fresh logo and visual identity. The voice and tone of the company was undefined and was in need of messaging that shared the story and heart of why DeSelms Real Estate was so passionate about helping their clients.DeSelms also wanted to position themselves to prospect new agents to join the team as they have a passion to train agents and share industry secrets with their team members.
OUTCOME
We defined their messaging with a compelling mission statement and tagline, as well as rebranded their visual identity with a new color palette, fonts, logo and marketing assets like new Buyer’s and Sellers guides, new yard signs, new listing flyers, and coordinated a rebrand celebration in the community at Project 615’s annual Nash Spring Bash.We also created a campaign that would attract new agents to join the team at DeSelms with client and agent testimonial videos and benefits of the brokerage. All of this was part of a dedicated website to resource other agents that we designed.
PROJECT SCOPE
Branding
Design
Messaging
Photography
Advertising
Video
Web Design
Design
Messaging
Photography
Advertising
Video
Web Design
DEVELOPING THE STRATEGY
When we sat down with Owner and Broker, Tara DeSelms and her team, we wanted to discover “why” they were in business in the first place. Why was it important to them to give the best of the best care to their clients?What we learned, was Tara and her team had a strong desire to bring safety, independence, and empowerment to their clients and fellow agents. “We don’t sell houses, we bring people home” Tara mentioned in our discovery meeting. This helped us understand the importance of what it means to be an agent at DeSelms Real Estate as well as be a client. So we went to work.
Tara DeSelms - Owner/Broker
DeSelms Real Estate
DeSelms Real Estate
THE NEW MESSAGING
"DeSelms Real Estate is an empowering partner to bring agents, clients and communities home."
Home is the place where safety, independence, and empowerment intersect.
Agents
We empower ambitious agents to be all that they can be. We encourage entrepreneurialism that falls within our values.
Clients
We partner with our clients to guide and represent them through the entire listing or buying process of real estate, because you need someone you can trust. We are not transaction based. Our clients are family. Once you’re in, you’re in.
Communities
We give back to our communities through fun family events and partnering with charities that share our values.
Simply put, DeSelms Real Estate brings you home.
"We Bring You Home"
Home is the place where safety, independence, and empowerment intersect.
Agents
We empower ambitious agents to be all that they can be. We encourage entrepreneurialism that falls within our values.
Clients
We partner with our clients to guide and represent them through the entire listing or buying process of real estate, because you need someone you can trust. We are not transaction based. Our clients are family. Once you’re in, you’re in.
Communities
We give back to our communities through fun family events and partnering with charities that share our values.
Simply put, DeSelms Real Estate brings you home.
"We Bring You Home"
ORIGINAL
DESIGN
DESIGN
Founder and First-Generation Owner and Broker, Terry DeSelms, sketched the design of the initial logo on a napkin and the DeSelms Team logo was born. After a few years, the team had great success and formed their own independent brokerage called, DeSelms Real Estate.
ORIGINAL LOGO
OLD LOGO
NEW LOGO
We wanted to give a nod to the rich heritage of the DeSelms Real Estate name and Terry’s initial design by adding a subtle rooftop and chimney within the modern “D” logo mark. Second Generation Owner, Tara DeSelms, wanted to keep these elements while communicating modern, approachable design, while maintaining the company’s sought after success and family-like values.
PHOTOGRAPHY
VIDEO
Meet long time clients and friends of DeSelms Real Estate, the Gonzales family.
We used their story for a recruiting campaign called, "When You're Ready". We found that many Real Estate brokerages can be very aggressive when recruiting new agents to their brokerage and in turn, it is a turn off to the prospective agents.
We suggested DeSelms Real Estate approaches their recruiting with an open door invitation to "come work with us... when you're ready".
Watch the Gonzales family video below.
We used their story for a recruiting campaign called, "When You're Ready". We found that many Real Estate brokerages can be very aggressive when recruiting new agents to their brokerage and in turn, it is a turn off to the prospective agents.
We suggested DeSelms Real Estate approaches their recruiting with an open door invitation to "come work with us... when you're ready".
Watch the Gonzales family video below.
