Tennessee REALTORS® Rebrand Appeals to Younger Agents

The Tennessee Association of REALTORS® was considered the place to go for all real estate transaction forms, and nothing else. Aside from being a source for legal information, the association had no identity. The site where forms were located—separate from the association’s main website—was clunky and outdated, which served to discourage new agents from younger generations from getting involved in the association at all. Data needed for search functions came from every county in Tennessee, all non-standardized in different formats and databases.

Tennessee REALTORS® had a new name, a new logo, one website that served all the needs of the association and the agents they served, and secure hosting that kept the site and all components secure, stable, and accessible at all times. Data needed for search functions was cleaned, and as new data arrived, the scripts we built continued to clean it in real time. The data was used to create a custom app connected to the website through an API built by Plan Left.

Sometimes a light brand refresh is all you need, but when you want to overhaul your entire reputation to bring in a whole new segment of buyers, a complete rebrand is in order. A rebrand is a tightrope—maintaining balance between a fresh new image while projecting your mission and vision so that your current buyers still recognize you. Custom WordPress development helped Tennessee REALTORS® significantly improve their technology offerings, and SEO helped drive those new potential association members from younger generations. The custom app we built gave member agents access to a library of forms, resources, and an educational learning hub. Then, Plan Left’s white glove business-class hosting guaranteed a secure website with zero downtime.

The Tennessee Association of REALTORS® needed to attract younger agents, but with an outdated website that had no responsive capabilities and a brand associated with paper forms and fax machines, a full brand overhaul was necessary. The largest part of that rebranding required significantly updated technology, including a custom website with multiple integrations to bring all forms into the new website, data collection for robust search options, and single-sign-on members-only areas of the site.

Brand discovery led to the creation of new buyer personas for the association. A new logo was devised, as well as updated brand colors. The website featured in-depth SEO research and support to drive more traffic. The upgraded technology available, which included streamlined form access and data collection for better searches and information gathering. The website was custom built with WordPress, a content management system that allowed the association to edit and add as needed without additional developer involvement, and current content updates and additions to speak to personas with the new, fresh brand voice. A custom app accessed by SSO through the website offered access to educational content and forms.