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LONG & FOSTER MANAGING BROKER GUIDE Long & Foster. For the love of managers.
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TABLE OF CONTENTS Why Does Branding Matter?
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Branding Requirements for Property Signs
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Out with the Old and in with the New!
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Meeting Long & Foster Brand Standards 2019
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Example Riders Offered
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Example Open Sandwich Board Signs Offered
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Example Directional Signs Offered
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Example Alternative Directional Signs Offered Example
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Social Media Signs Offered
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L&F Required Property Signs Checklist
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L&F Required Marketing + Branding Support Materials
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L&F Required Marketing + Branding Support Materials Checklist
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L&F Required Print Collatoral
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L&F Required Print Collatoral Checklist
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Available Branding Products & Marketing Services
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Available Branding Products & Marketing Services Checklist
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Event Marketing Kit
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Event Marketing Kit Checklist
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Long & Foster. For the love of managers.
WHY DOES BRANDING MATTER? We’re proud to be one of the real estate industry’s strongest brands and our branding should demonstrate that. With everything from print materials to signage, we want the world to recognize Long & Foster, understand our services, and see what we can bring to the table with our fresh, modern look.
Sets Us Apart With strong, cohesive branding, it sets us apart from the competition and shows our commitment to being the best the brand possible.
Boosts Crediblity Using consistent messaging, people are more likely to care about our brand because they understand who we are and what we stand for.
Employee Advocacy Employees are more likely to work hard and spread a positive message about our brand when they are proud to be a part of our team.
Customer Loyalty Great branding and positive experiences make our clients want to remain with Long & Foster and tell others about their experience.
Long & Foster. For the love of managers.
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BRANDING REQUIREMENTS FOR LONG & FOSTER SIGNAGE
#FORTHELOVEOFBRANDING
OUT WITH THE OLD AND IN WITH THE NEW! Time to update our riders to be compliant witih our new property signs. Use these guidelines to help understand what to do with old signage, how to change them out, dispose of them and order new compliant signs. With a consistent and cohesive brand, we can make Long & Foster a real estate company everyone can rely on.
L&F PROPERTY SIGNS L&F DIRECTIONAL SIGNS L&F RIDERS L&F OPTIONAL SIGNS L&F SOCIAL MEDIA SIGNS L&F OPEN SANDWICH BOARD SIGNS Long & Foster. For the love of managers.
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MEETING LONG & FOSTER BRAND STANDARDS 2019 BE COMPLIANT All unauthorized signs will need to be replaced by January 1st, 2020. We will only be using reflective riders. We will only be using signs with the fonts Myriad Pro Bold and Myriad Pro.
WHAT WE NEED TO KNOW • How many riders are in the field? • How many riders are in storage in your office? • Do you want a rider wall installed in your office to display your riders? •
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Indicate on the order form supplied the exact quantity and exact verbiage you will need to have a sufficient amount of riders available to your agents.
Long & Foster. For the love of managers.
EXAMPLE RIDERS OFFERED REFLECTIVE RIDER SIZES: •
Available dimensions: 28” x12” , 28” x 6”
Long & Foster. For the love of managers.
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EXAMPLE OPEN SANDWICH BOARD SIGNS OFFERED OPEN SANWICH BOARD SIGNS: •
Available dimensions: 16” x 24”
AGENT ON DUTY
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Long & Foster. For the love of home.™
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Long & Foster. For the love of managers.
OPEN HOUSE
EXAMPLE DIRECTIONAL SIGNS OFFERED DIRECTIONAL SIGNS: •
Available dimensions: 24” x 18”
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EXAMPLE DIRECTIONAL SIGNS OFFERED DIRECTIONAL SIGN SIZES: •
Available dimensions: 18” x 28”, 14” x 18”, 12” x 18”
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EXAMPLE DIRECTIONAL SIGNS OFFERED EXAMPLE DIRECTIONAL SIGNS OFFERED •
Available dimensions: PVC (67 in.), Metal (70 in.)
Pole Options (no additional cost): PVC (67 in.)
Metal (70 in.)
Long & Foster. For the love of managers. 1 1
EXAMPLE SOCIAL MEDIA SIGNS OFFERED SOCIAL MEDIA SIGNS: •
Available dimensions: 28” x 6”
love PERSONALIZED SOCIAL MEDIA SIGN WITH YOUR OFFICE NAME! #fortheloveoflogancircle
love ®
#fortheloveofwoodleypark
love ®
#fortheloveofchevychase ®
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L&F REQUIRED PROPERTY SIGNS CHECKLIST L&F Reflective Riders (Just Sold, Open House, Coming Soon, etc.) L&F Open Sandwich Board Signs (Agent on Duty) L&F Directional Signs (Open, Open House) L&F Social Media Signs (#fortheloveof_, We Love our Agent, #fortheloveofhome, #wefoundtheone, etc.)
WE’RE HERE TO HELP Please contact us for any questions you may have.
Michael McGreevy, ABR, CRB, CRS, SRS
Reagan Smith
Vice President & Managing Associate Broker Director of Operations Long & Foster Real Estate, Inc. | Christie’s International Real Estate O: 202.895.7303 MVP@LNF.com
President & CEO DHM Media Group C: 202.236.0749 www.dhmmedia.com reagan@dhmmedia.com
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L&F REQUIRED MARKETING & BRANDING SUPPORT MATERIALS
#FORTHELOVEOFBRANDING
MARKETING + BRANDING SUPPORT MATERIALS CHECKLIST Sample Set Of Business Cards Sample Set Of Property Fact Sheets Sample Set Of Mailers Sample Listing Presentation Set of 12 Social Media Signs Standard Folders 8 1/2 X 11 Square Luxury Folders 11 x 11 Soft Touch Bindable Folders 8 1/2 x 11 Listing Presentation Box/Portfolio Carrier Welcome to Our Office Booklet (L&F Stats Showing L&F vs. Compass vs. TTR - Specific Office Stats & Contact Info) Binding Machine Event Marketing Kit (Advertising Flag, Front Print Table Cover, Vertical Stand-Up Banner, and Horizontal Vinyl Banner) Manager Order Forms The Brand Boutique by Christie’s (Customization Available for L&F Merchandise) Tote Bag
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LONG & FOSTER | CHRISTIE’S LEADS IN LUXURY * Luxury Homes Bought and Sold
Long & Foster | Christie’s
18.2%
WFP
10.4%
TTR
9.5%
COMPASS
7.7%
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Luxury Real Estate Competitive Landscape Analysis C A P I T A L
R E G I O N
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L&F REQUIRED PRINT COLLATERAL
AGENT SERVICES GROUP TRANSACTIONS. MARKETING. LOGISTICS.
Long & Foster. For the love of home.™
#FORTHELOVEOFBRANDING
PRINT COLLATERAL CHECKLIST 1 Luxury Real Estate Competitive Landscape Analysis 2 Quarterly Capital Region Market Report 3 Agent Services Group Booklet 4 Agent On - Boarding Manual 5 Media Menu - Advertising Schedule and Pricing 6 Integrated Marketing Playbook + Inserts 7 Coffee Table Luxury Homes Book (Long & Foster’s Luxury Listing Portfolio) 8 Coffee Table Luxury Book (Exceptional Service - Global Network - Luxury Authority Listing Presentation Companion Book) 9 Home Sellers Guide 10 Home Buyers Guide 11 Agent Succession Program Booklet - Legacy 12 Agent Succession Program Booklet - Outgoing Agent 13 Systems For Success Booklet 14 Long & Foster. Agent-centric. Agent-driven. Booklet
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AVAILABLE MARKETING SERVICES
#FORTHELOVEOFBRANDING
BRANDING PRODUCTS & MARKETING SERVICES OFFICE EVENTS Vendor Coordination Event Marketing On-site Logistics Graphic Design services available for all printed and digital marketing materials
OFFICE PHOTOGRAPHY Agent Headshots Office Events
NEW PRODUCT LF68 Home Scent (Under $99 for 1 bottle; $75 per bottle for set of 6) Order now to get them in time for the holidays!
Introducing LF68 Home Scents
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EVENT MARKETING KIT
#FORTHELOVEOFBRANDING
EVENT MARKETING KIT SECURE AN EVENT MARKETING KIT FOR YOUR NEXT L&F EVENT! L&F Advertising Flags x 2 (8.5 ft, Double-Sided, Indoor & Outdoor, Available in White with Navy Blue Print) L&F Front Print Table Cover x 1 (30 in x 6 ft x 29 in, Open Back, Available in Red, White, or Blue) L&F Vertical Stand-Up Banner x 1 (24 in x 70 in, Available in Blue) L&F Horizontal Vinyl Banner x 1 (24 x 72, with Grommets, Available in Blue)
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Contact Michael McGreevy to order your kit today! MVP@LNF.com Long & Foster. For the love of managers. 2 1
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