Brand Strategy OCTOBER 13, 2021
THE PURPOSE OF THIS DECK: ● ● ● ● ●
An internal document for stakeholders A high level look at key factors that impact our marketing efforts An opportunity to gain stakeholder consensus around brand + creative strategy A guide for our Q4 marketing efforts A reference for outside partners to better understand the nature of Revedy
WHAT TO EXPECT: ● ● ● ● ● ● ●
Brand Snapshot Brand Strategy Key Differentiators Target Audience Overview Competitor Analysis Tagline Options Creative Callouts
REVEDY BRAND SNAPSHOT
WHAT WE HEARD
What We Do ● ●
Our Brand Avatar
Revedy helps people find, evaluate and acquire vacation rental properties. We are the project management for the client's real estate process.
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Our Personal Mission
What We Want For Our Clients ● ● ● ●
Pretty Gen X Nerd (like Rashida Jones)
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To feel excited and glad they found us Make them believers - you can make money! Solve some big issues Create connection + lasting relationships
Presented 10/13/21
Hank: To live with servant hearts - we want to help people. Colin: Purpose driven - bring amazing people together, accomplish great stuff and have fun along the way.
The Future of Revedy ● ● ● ●
To be a robust online system Use AI to help clients achieve their investment goals Clients never have to talk to anyone (unless they want to) Internal Goal: Reduce the amount of touchpoints to Colin and Hank
So What Are We Selling... Really ●
Freedom + empowerment - that comes from investing in real estate that other people help you buy.
Presented 10/13/21
REVEDY BRAND STRATEGY
IN A NUTSHELL
Revedy’s Primary Emotional Goal To have prospects + clients trust us.
How Do We Achieve This? In order to get prospects to trust us, we must first get them to like us. Using a dating scenario, we must court our clients consistently. The goal is to find the perfect balance between playful + fun and serious + committed. We have to be both.
Presented 10/13/21
1. Grab Their Attention Attract prospects into the funnel by using the brand’s wit, charm and intelligence to engage a desirable audience through social media, email marketing and targeted ads.
2. Maintain Their Interest Keep leads flowing through the funnel by being consistent and relatable. We need to pay attention to their needs, sharing deeper content and more detailed information as they get to know the brand. Build trust through integrity and authenticity.
3. Get Them Invested Develop long term relationships by anticipating needs, being accessible and offering support and guidance. Once trust is established, prospects are more willing to commit and invest. They’re willing to throw down.
Presented 10/13/21
KEY DIFFERENTIATORS
WHY REVEDY IS SO SPECIAL
1. We’re Vacation Rental Investment Experts ● ●
Revedy is focused on short term rentals We are the only ones doing what we do in this space
2. We Have a Big Tool ● ● ● ●
Branding opportunity - name + brand our tool Functionality - dating app - swipe left or right Revedy is the matchmaker - but we don’t have to chaperon the dates Clients don’t need an advisor - get people to use the tool
The Benefits of Our Tool ● ● ● ● ● ● ●
Numbers driven - not just pretty pictures Proprietary technology - provides you with all the data you need Customized - personalized and tailored to your needs Profile specific - we ask you all the right questions Dynamic + Interactive - you can adjust settings to update figures Unique - not present anywhere in the space Sharable - can social share the home with friends and family
Presented 10/13/21
3. Revedy is a Distant Buying Platform ● ● ●
We’re shifting the “location first” mindset Expand client’s thinking - creating opportunities to make more money Stretch + inspire with “Similar Homes” offerings
4. We Have the Revedy Remedy ● ● ● ●
The old way vs the Revedy way We go above and beyond Zillow Zillow is eye candy Revedy offers the eye candy + the numbers
HOW WE SAY THIS | Social Media Messaging First, there was Zillow. Now there’s Revedy. Your cure for the second home hunting blues.
Presented 10/13/21
5. Get Revved Up: Introducing Rev Ready ● ●
Proprietary quality assurance feature “Verified REV READY” - homes are fully vetted and come with an inspection report
Marketing Opportunity ● Incorporate this value add to educate and attract clients ● Create a branded icon to denote this particular feature!
Presented 10/13/21
MORE KEY REVEDY ATTRIBUTES We’re responsive - other platforms take too long We’re reliable - platform is “always open” We’re knowledgeable - we know this space and have information that no one else has We’re exclusive - our data and our experts are the best in the business We’re human - we put eyes on the home giving our clients more confidence We’re fun - our proprietary technology is engaging and interactive - you’ll want to come on every night We’re trustworthy - it's our number one priority We’re modern - we have our finger on the pulse of technology We’re simple - clear content + easy to use Presented 10/13/21
HOW WE SAY THIS Targeted Ad + New Audience Alert - The Independents Choose Revedy and Make a Date with Investment Destiny The real estate investment platform of your dreams, Revedy is:
Attentive Exclusive Educated
Drama free Fun Active
And last (but certainly not least) Emotionally available Looking for a long term relationship
Our searchable homes are destined for short term rental investing and customized just for you. Fully vetted, lust-worthy listings personalized to your preferences.
Revedy Your Single Best Source for Second Homes Presented 10/13/21
TARGET AUDIENCE OVERVIEW
The Sweet Spot | Our Perfect Client ● ● ● ●
Has disposable income and assets Already understands real estate Wants help achieving their goals Ready to go and haven’t engaged a real estate agent
HOW WE SAY IT | Customer + Partner Testimonials Utilize customer + partner testimonials to highlight our successes. Giving them a presence validates and humanizes the brand, allowing prospects to “see themselves” in our clients.
Presented 10/13/21
MEET ALI. ALI’S AWESOME. Ali is a marketing executive for a travel agency. She sold her company and is living out her last working year in bliss. We first got introduced to Ali and her husband (she made all the decisions.) Ali bought several homes with us and has more than doubled her money. Ali trusts us - that's why Ali’s awesome.
Presented 10/13/21
THINGS TO CONSIDER What We Hear All the Time | Typical Client Conversation Most people buy second homes in a location that feels familiar (somewhere they have visited, family, etc.) Client: I want to buy in one of these three spots Revedy: Did you know you don’t have to start with a location in mind? To get the best results, let’s expand your opportunities based on your price point. Client: Which area is best? Revedy: Have you considered Tennessee? It's a great vacation spot. What We’ve Learned Familiarity is not necessarily your friend Get outside of where they’ve narrowed down to Take their price point and expand the area
Presented 10/13/21
What We Know | The Customer Journey Interest in short term rental investing typically starts out as a financial decision but quickly turns emotional. The nature of real estate makes it personal. Unlike investing in the stock market, real estate is familiar, as many of our clients already own at least one home, they’re already in the space.
How We Address This Sell them on the financial + emotional benefits
Presented 10/13/21
PRIMARY AUDIENCE: THE BUYERS
1. SEASONED INVESTORS ● ● ● ● ● ● ● ●
Own or buying multiple properties Looking to buy a home they can enjoy + rent HHI: $200+ year Usually executives Thinking purely about investments Fun for them - not a necessary buy, it’s an entertainment buy Most are men, but decision makers are invariably women Note: We don’t want to cater strictly to a male persona
Presented 10/13/21
What They Want To buy a house they can enjoy first, then rent for profit.
What They Say “I know from experience that real estate can make money. I want to get into the short term rental space but I don’t know anything about it. I need information.”
Emotional Motivator - The Jones’s Everyone else is doing it.
What They Care About The numbers + the paint color Making their partner happy - this is a weighty decision Presented 10/13/21
What They've Been Told Their accountant said that short term rentals are a good investment.
What Stops Them Usually, the man is interested in a property, he brings it to his wife and then they don’t buy it.
What’s the Solution? Market to and to engage with the wife earlier on. Get her in the funnel!
HOW WE SAY IT Targeted Ad Headline Keep up with the Kardashians, Not The Jones’s Alt. Make the Jones’s Feel Like the Flinstones Presented 10/13/21
2. INSPIRED (SECOND HOME) BUYERS What They Want Looking for a home to enjoy - but also need rent to subsidize the cost What They’re Looking For Investment (asset) + potential profit (revenue) What Drives Them Personal/family happiness + freedom What They Think “It would be cool to have a second home.” What They Need Understand finances - to know that we can get them a loan that gets them in a better house.
“Some clients think they can only buy a $300K house, but often find by working with us that they can afford a better investment with bigger returns.”
Key Decision Making Consideration If partnered, they often sell their partner on the idea of owning a second home because it can make money.
Branding Opportunity ● ● ●
Elevate their expectations! Get them to understand what their real buying power is Relate to their desires by making their experience with us cool and aspirational Presented 10/13/21
3. INSTITUTIONAL INVESTORS ● Big money + big properties + heavy hand holding ● We are not yet marketing to this segment, but will be in the future ● Stay tuned!
Presented 10/13/21
SECONDARY AUDIENCE: THE SELLERS
The Spark Ideally we capture the sellers before they list with a real estate agent.
1. REAL ESTATE AGENTS Our General Pitch “Hey Agent X, we have investors that want to buy your homes. Pay us to list your home. We’ll help you get maximum pricing because we know our investors. Don't just put your listings on Zillow. Get access to our network. And if you list it with us, you don’t have to worry about showings etc.” The Power of Exclusivity Buyers love the idea of exclusivity. We empower agents to tell their clients they have an exclusive partnership with Revedy so they can go above and beyond MLS and get access to our network of investors.
Presented 10/13/21
HOW WE SAY IT Email Marketing Concept to Agents Don’t Mess With MLS Clean up your listing laundry Upgrade to Revedy today
Presented 10/13/21
2. INDIVIDUAL SELLERS Current State Already renting their home on AirBnb and thinking about selling their property Why Do They Want to Sell? Get equity to buy more properties They want to flip and reinvest in another rental What We tell Them All the Time “Leverage your equity! Take your winnings from the first property and parlay them into a new one.” Marketing Opportunity Convert the sellers into buyers Market is filled with people who bought last year Treat these properties as businesses not houses Make this process streamlined and easy Where to Engage with This Audience Private Facebook Groups
Presented 10/13/21
TERTIARY AUDIENCE: THE PARTNERS
1. REAL ESTATE AGENTS (AGAIN) What We Want We only want them to transact business services and closings What We Don’t Want To muck up the sale and find other properties for our clients How We Sell Them We make it easy Revedy does all the work up front We’ve gone through a dozen properties Here’s two offers Go Presented 10/13/21
How We Get Them to Behave: The Revedy Partner Program A detailed, branded program outlining ways to work with Revedy. 1. We bring you leads (and we get cut) 2. We help you market to your existing clients 3. You use our proprietary tool to help your clients through the buying process 4. You help us with transactions 5. You bring us clients 6. You bring us homes
HOW WE SAY IT | CTA TAP OUR TECH Presented 10/13/21
2. MORTGAGE BROKERS + INSURANCE PROVIDERS + VACATION RENTAL MANAGERS What We Do With Them Set up similar branded programs tailored to their needs Why VRM’s Love Revedy 1. We bring them better quality clients 2. Clients aren’t going to stay at the home often 3. Less hassle + more money 3. We do the pre-sale for them 4. They get cool Revedy Swag How We Get Them Involved Fun training sessions Presented 10/13/21
THE COMPETITORS
1. VROLIO What We Like ● ● ● ●
A place you go to search A lot of content Ease of use Agents doing the work
What We Don’t Like ● ● ● ●
Not doing any verification They ask too many questions Not the best UX Inconsistent and not planned out
Presented 10/13/21
2. AWNING What We Like ● Their website - simple, clean design ● Presentation is great - content is clear and articulate ● Front end experience is awesome - they know how to set the stage ● They’ve been featured in magazines What We Don’t Like ● Too pushy (Are You Ok?) ● Unappealing colors ● They haven’t executed a lot PEER BRAND ALERT | LEMONADE Insurance Opening line: Forget everything you know about Insurance Presented 10/13/21
3. ROOFSTOCK What We Like ● ● ●
Functionality is great Interactive - move their sliders Numbers + investment driven
What We Don’t Like ● ●
Bringing you a bunch of houses Zillow style Over cumbersome and too busy
Presented 10/13/21
TAGLINES!
Current Tagline We make your dream a smart decision. What Needs to Happen Make this import line more specific, informative and engaging New Tagline Options 1. Getting You in the Vacation Rental Investment Game 2. Your Vacation Rental Investment Experts 3. Making Short Terms Rentals Your Long Term Investment 4. Short Term Rentals for You and Your Bottom Line 5. Revolutionizing Vacation Rental Investing Presented 10/13/21
SNEAK PEEK
REVEDY MARKETING VIDEO IDEA (to the tune of 80’s hit ‘The Search is Over’ by Survivor)
How can we convince you What you see is real (images of gorgeous homes) Who are we to blame you For doubting how you feel (confusing zillow search) ________________________________________ Then good luck, it finally struck Like lightning from the blue (discovering Revedy!) The Revedy highway, it leads us back to you (happy customers) ________________________________________ You’re living for the dream (lifestyle images) And loving every moment Taking on the world Well that’s just your style ________________________________________ And now we’ve come full circle (enter the portal) Our destinies are one THE SEARCH IS OVER. Revedy’s with you all the time (in bed at night on laptop)
NEXT STEPS Review document and make direct edits before EOD Friday, October 15
Thank You Let’s do this!