Case Study: William Raveis BCK

Ten years ago The Imagination Company created the brand for BCK Real Estate, from corporate ID and positioning statement to print, radio TV advertising and collateral. The brokerage firm grew to $40 million in their first five years.

In 2014, BCK partnered with William Raveis, one of the largest real estate firms in the US. The partnership expanded BCK’s territory to all of Northern New England adding offices in NH and ME. They brought us on to develop the transition strategy and to evolve the brand of the new partnership. We developed an initial transitional campaign in TV, radio, print and an online film to educate BCK’s existing and prospective customers that despite the name change, the business is still local and 100% family-owned and that, in fact, they had partnered with the largest family-owned firm in the US. The ads featured family members explaining their decision to partner with William Raveis and the benefits that the new partnership offers their customers and agents.

In 2015, we launched the second phase of the brand-building campaign to expand WR BCK’s market share into new markets in VT, NH and Maine. The campaign consists of TV, video pre-roll and targeted display with our new positioning statement, “Your Family’s Way Home” and drives viewers to a newly-designed website that acts as a portal to the renowned raveis.com site. The results have been amazing. WR-BCK’s sales volume grew to $70 million last year, and this year will be over $100 million.  They have grown to 10 offices with over 50 people in 3 states.