Marketing Director of the YearSALES
Marketing Director of the YearSALES
John R. Wood Properties is the oldest major real estate brokerage in southwest Florida, founded in 1958. More than a local brand, it is a highly revered organization with over 60 years of industry and market experience offering best-in-class training and data resources for agents, broad international exposure to buyers, and highly focused luxury marketing resources that drive results for sellers.
The company has built a strong reputation for best-in-class luxury residential real estate experience and service. However, market research confirmed that a brand identity evolution was an appropriate strategic move to accurately reflect its history while focusing on continued utilization of today’s modern digital intelligence, as it pursues new opportunities for future growth and expansion.
James Schnars, Vice President of Marketing, conceptualized, strategized, initiated and executed the implementation of the company’s comprehensive strategic rebranding effort from mid-2021 into 2022. The rebranding elevated the firm’s focus on streamlined, personalized service for luxury buyers and sellers and included new graphic design characteristics and positioning. The campaign infused a fresh new look throughout every facet of the company’s business, rejuvenated its employees and reinforced its expertise among discerning luxury clientele.
The redesign introduces a sharp visual identity, with vibrant contrasts characterizing its evolved brand as bold, professional and knowledgeable. The company’s emphasis on a seamless real estate experience is reflected in its new black and white color palette, a classic interpretation expressing influence, sophistication and cutting-edge technology. The new sans-serif logotype has a sleek look and feel. The streamlined, flattened logo silhouette is a more upscale, modern representation, with a nod to its 60-year brand legacy.
In addition to the strategic redesign of visual assets, John R. Wood Properties’ new branding elements were incorporated across all business disciplines and displayed in all 21 offices, from Marco Island to Pine Island, on one single day— Launch Day. This monumental effort, led by Mr. Schnars, included massive strategic and tactical oversight, updates, printing, distribution, delivery and numerous implementation initiatives, including:
• Business cards for 650 agents and employees: updated, printed and coordinated for Launch Day
• Collateral, stationery, notecards for 21 separate offices; all new collateral was designed, printed and implemented for Launch Day
• Signage for all offices, individual agent listings, open houses and more
• Individual agent advertisements, flyers, inserts and related collateral material
• Corporate advertising, listings brochures and new materials distribution
• All promotional items (shirts, hats, umbrellas, etc.) was redesigned, ordered, and stored for delivery
• A launch advertising campaign was created with teaser advertisements and launch advertisements to the public, as well as press release materials for regional media which garnered at least one cover story.
Coordination of each element was critical since everything had to be done— and in place —in advance and stored for delivery, to appear in every company office on Launch Day. JohnRWood.com was also completely redesigned concurrent with Launch Day initiatives and activities.
Overall, the rebrand has energized John R. Wood Properties’ growing team of agents, attracting new recruits in unprecedented numbers and reaffirming the brand’s leadership position with buyers and sellers in the southwest Florida market.
Mr. Schnars also led the company’s first comprehensive strategic digital campaign in the same time period. The campaign included the conceptualization, strategy and implementation of a digital advertising program which now features search engine marketing (pay per click), retargeting, geofencing, online displays, pre-roll, streaming TV, and social media. The comprehensive strategic digital campaign has produced dramatic results, most notably:
• Website visits increased 96% to over 1.7 million/year
• Website users doubled to over 1 million/year
• Website leads skyrocketed up by 222%
• JRW led the Collier County and Lee County markets with 3,054 listings sold
• JRW achieved a record-setting $5.834 billion in sales volume (as of Q4 2021)
Mr. Schnars was also responsible for implementing, launching and training the company’s entire agent network on a new dynamic email marketing platform. This intuitive, user-friendly new tool, designed for real estate professionals, was introduced to replace a clunky, outdated system previously in place. The automated email platform enables agents to spend more time selling and less time marketing, by effortlessly creating tailored email messages to stay in touch and top-of-mind with their spheres of influence. The new platform connects them with the best leads and nurtures their prospects along the funnel, thereby increasing their business and, ultimately, their success. Since the new program’s launch, John R. Wood Properties’ agents have sent over five million email messages through the system platform. These messages have garnered over two million views, resulting in open rates of approximately 50%.
Under Mr. Schnars’ leadership, the company’s rebranding efforts, comprehensive strategic digital campaign and new email marketing platform have all directly contributed to its historic year.
In 2021, John R. Wood Properties experienced its most successful year in the company’s history, surpassing all southwest Florida residential real estate brokerages in sales volume, listings sold and total closed transaction sides, based on information from the Naples Area Board of REALTORS® for 1/1/2021 through 12/31/2021.