Digital Projects

A landmark new brand in the property industry

Leidar was invited to rebrand NFoPP and its subdivisions, repositioning it as a trusted and highly visible name with the potential to strengthen the industry’s reputation and to act as a consumer champion.

Challenge

With over half of all UK estate and letting agents as members, the Association of Residential Letting Agents (ARLA) and the National Association of Estate Agents (NAEA) have for over 50 years been the go-to organisations within the property industry, including for the media and policy makers.

With their supporting organisation, the National Federation of Property Professionals (NFoPP), these membership associations have been successfully raising professional standards in the industry, implementing minimum qualifications for members and establishing schemes to protect clients and their money.

However, brand awareness of ARLA and NAEA among consumers was extremely low, and NFoPP identified the opportunity to create a more consumer-focused entity with a single, united voice.

Solution

With this in mind, we won the pitch to rebrand NFoPP and its subdivisions, repositioning it as a trusted and highly visible name with the potential to strengthen the industry’s reputation and to act as a consumer champion.

In addition to ARLA and NAEA, three further subdivisions — the National Association of Valuers and Auctioneers (NAVA), the Association of Professional Inventory Providers (APIP) and the Institution of Commercial and Business Agents (ICBA) — plus the NFoPP Awarding Body made up the overall existing brand architecture.

We created extensive brand guidelines, social media strategy, website design, audience personas, launch materials, a full range of marketing collateral, and a 130-strong bespoke image bank.

The rebranding has been a major success, with a marked increase in consumer awareness of Propertymark, and more trust in UK property professionals.

We could not be more delighted with our organisation’s new strategy, name and branding. From the outset, Grain’s directors demonstrated a thorough understanding of the structure of our organisation and the needs of its multiple divisions, as well as an excellent knowledge of the marketplace we operate in. We have been left, not only with a fantastic new identity, but also with a host of marketing assets and an extensive social media strategy that will be a tremendous resource for years to come.

— David Cox, ARLA Propertymark Chief Executive