The big re­brand

Weekend Argus (Saturday Edition) - - PROPERTY -

A COM­PANY’S brand iden­tity is what gives it pres­ence, grav­i­tas and is a point of ref­er­ence for any­one who has in­ter­acted with the brand over time. Gre­eff Prop­er­ties is proud to an­nounce its re­brand as recog­ni­tion of, and align­ment to, its ex­clu­sive af­fil­i­a­tion with Christie’s In­ter­na­tional Real Es­tate. The brand will now be known as Gre­eff Christie’s In­ter­na­tional Real Es­tate and will also be sport­ing new colours to cel­e­brate its next chap­ter of growth.

CEO of Gre­eff Christie’s In­ter­na­tional Real Es­tate Mike Gre­eff says the com­pany re­brand is “some­thing that has been care­fully thought out to re­flect all that Gre­eff rep­re­sents. The re­brand has been metic­u­lously con­structed by a world-class brand spe­cial­ist Clive Gay who spent sev­eral months re­search­ing ev­ery as­pect of the re­vi­talised con­cept. Gre­eff Christie’s In­ter­na­tional Real Es­tate prides it­self on es­tab­lish­ing long- stand­ing re­la­tion­ships with clients and im­pec­ca­ble stan­dards of client ser­vice. The con­cept be­hind is an au­then­tic vis­ual re­flec­tion of the Gre­eff rep­u­ta­tion that has been built up for so many years.

“As the ex­clu­sive Christie’s In­ter­na­tional Real Es­tate af­fil­i­ate in South Africa, Gre­eff is proud to be as­so­ci­ated with a com­pany with such an im­pres­sive pedi­gree. Christie’s most re­cent feat of ex­cel­lence was its record- break­ing sale of Leonardo da Vinci’s Sal­va­tor Mundi for $450.3 mil­lion in 2017. This as­so­ci­a­tion is a fan­tas­tic ad­van­tage for us a bou­tique agency as Christie’s is known for its rep­u­ta­tion as one of the most pres­ti­gious brands in the world.”

The in­trin­sic value that is added is im­mea­sur­able, in that it in­spires con­fi­dence among lo­cal as well as for­eign buy­ers. Gre­eff Christie’s In­ter­na­tional Real Es­tate is truly a multi­na­tional en­tity po­si­tioned to of­fer the best lux­ury prop­erty that the Cape has to of­fer.

The new colour scheme be­ing adopted by Gre­eff Christie’s In­ter­na­tional Real Es­tate is grey and red. The psy­chol­ogy be­hind the colours has been care­fully con­sid­ered. Grey is seen as be­ing de­pend­able and prac­ti­cal. It is also per­ceived as a color of ma­tu­rity and re­spon­si­bil­ity that is cool, time­less and so­phis­ti­cated.

While the red dot is a nod to the af­fil­i­a­tion with Christie’s. The red dot on the logo is sym­bolic of the red dot placed on ‘Sold’ art items at an auc­tion. Of­fi­cial and ex­clu­sive af­fil­i­ate sta­tus means an align­ment of style and voice with­out los­ing the iden­tity that the brand al­ready has. This del­i­cate bal­anc­ing act is es­sen­tial as a brand’s abil­ity to speak with one voice glob­ally, al­lows it to com­mand at­ten­tion and re­spect from both clients and com­peti­tors alike. One vi­sion should have one voice that permeates the en­tire or­gan­i­sa­tion. This is the per­fect time to cap­i­talise on a new chap­ter and the po­ten­tial that it has to of­fer.

Along with a re­design, Gre­eff Christie’s In­ter­na­tional Real Es­tate also has a new tagline, Where it counts. The tagline aims to en­cap­su­late all that is im­por­tant in the real es­tate in­dus­try. Meet­ing client’s ex­pec­ta­tions – Where it counts. Find­ing the per­fect lo­ca­tion for clients and putting them – Where it counts. Get­ting the best prices and adding fi­nan­cial value to ev­ery trans­ac­tion puts money – Where it counts.

Given the phe­nom­e­nal suc­cess achieved by Gre­eff Christie’s In­ter­na­tional Real Es­tate across the Cape Penin­sula and the man­ner that it has cap­tured the mar­ket it is only nat­u­ral that the brand evolves and ex­pands.

The change in brand­ing marks the next level of evo­lu­tion for the Cape prop­erty ex­perts as it plans on a ma­jor ex­pan­sion drive across the Cape, in its ar­eas of oper­a­tion, in or­der to re­in­force its pres­ence and cre­ate more phys­i­cal touch­points for clients.

A no­table trend is that 80% of Gre­eff Christie’s In­ter­na­tional Real Es­tate sales in the Cape oc­cur via buy­ers al­ready liv­ing in the Cape. Gre­eff Christie’s In­ter­na­tional Real Es­tate’s planned ex­pan­sion will al­low even greater re­peat lead gen­er­a­tion. With our ex­clu­sive sta­tus as an af­fil­i­ate of Christie’s In­ter­na­tional Real Es­tate, we are guar­an­teed in­ter­na­tional reach for top-end prop­er­ties. The re­sul­tant growth and strength will see an ex­po­nen­tial in­crease in mar­ket share.

CEO of Gre­eff Christie’s In­ter­na­tional Real Es­tate Mike Gre­eff

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