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realtor.com: new brand, new logo, new feel

In an effort to not only modernize their look, but their brand, realtor.com has rolled out a completely new identity, overhauled from top to bottom.

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realtor-logo

The new realtor.com brand

In a complete overhaul of one of the largest real estate search sites in the nation, realtor.com has not only rolled out a new website, but a new logo, tagline and color scheme in a complete rebrand. With the rebranding of realtor.com, the company is asserting that they are not an outdated real estate search giant, and that they are deserving of their being a finalist at the 2013 appy awards, standing tall as a technology company rather than a stuffy REALTORS® organization. The modern look gives the brand some much needed energy, and with the clever logo of streets converging to form a house, realtor.com has a shot at broadening their appeal.

Andrew Strickman, Vice President of Brand & Creative at realtor.com tells AGBeat, “As we heighten our focus on developing a rich consumer experience and creating an emotional attachment to our audience, we recognized that it was time to update our realtor.com branding, positioning and tagline.”

Strickman continued, “We conducted extensive research and spoke with consumers from across the country as key input to the development of our revised logo and new site look and feel. We heard from them that a valued online real estate brand is one that embraces the notion of home — whether that home is their first rental out of college, or the 3-bedroom house that marks the beginning of a new family growing out of their starter home.”

realtor.com logo

“Most online real estate brands feel clinical, data- and machine-driven and do not have a human feel, even though they are all about creating connections with real human beings,” Strickman added. “Our role with this rebranding effort — and graphic iconography that represents home in the center of a community (‘all roads lead home’) is to draw a much stronger connection between realtor.com and the people that fuel its service — both consumers and REALTORS.”

So why teal? Why ditch the traditional blue?

The company says that the teal color selected represents credibility, authority and leadership. Teal conveys a feeling of security and is often identified with money and prestige.

Dave Arnold, Executive Creative Director at Pereira & O’Dell said, “Teal is one of the new web colors that is emerging as a differentiator from the Facebook and Twitter blues that are everywhere. Pantone has made emerald the color of the year for 2013 so I’m sure we will be seeing a lot of variations in the blue / green world.”

“Color does stimulate emotion and I think a blend between blue and green, or teal is a smart one for realtor.com,” Arnold noted. “Green symbolizes nature, environment, and money — all great takeaways for the brand. It’s also a calming color, which for some can be much needed when house hunting.”

Can they really lower case the letter R?

Upon release of the rebrand, various realtors objected, noting that “REALTORS®” is a trademark of the National Association of REALTORS®, which has an operating agreement with Move, Inc. (parent company of realtor.com) in place. Some noted that the use of the word “realtor” is meant to be capitalized, others stated via social networks that the word should always be in all caps with a trademark logo.

Regardless of past use, a trademark was filed by the National Association of REALTORS® on February 6, 2013 not only on the new realtor.com logo, but on the words and letters used in the logo (meaning the tagline along with the specific spelling of “realtor”).

While there may be chatter between industry professionals, the lower case “r” and typography of the new logo along with the design, tagline, and color scheme bring the brand into a modern era, and due to its minimalism could give it a stronger chance of being timeless as many of their competitors remain firmly rooted in the aesthetics of pre-2006.

Lani is the Chief Operating Officer at The American Genius - she has co-authored a book, co-founded BASHH and Austin Digital Jobs, and is a seasoned business writer and editorialist with a penchant for the irreverent.

Business News

New company beats Amazon with next morning delivery?

(BUSINESS NEWS) Amazon has a new competitor in South Korea: Coupang, with faster shipping than Prime.

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What if I told you Amazon Prime’s, 1-3 day guaranteed delivery time isn’t the fastest e-commerce service the world has to offer? You would think I’m lying right?

Coupang, one of the world’s fastest delivery services located in South Korea, allows you to order any item, anytime before midnight, promising that it will be at your doorstep by 7am! (I wasn’t lying!) With 70% of its employees living within a 10 minute radius of a Coupang center, 80% of residents residing in populated cities and 95% of it’s population owning a smartphone, South Korea has become the perfect e-commerce epicenter. Coupang employees over 10,000 people who together deliver 99.3% of all orders within 24 hours. Imagine it’s Tuesday night, you’re falling asleep and suddenly remember you forgot to get your wife a present for her 50th birthday tomorrow. You have two options: accept your fate of being put in the dog house for three long weeks, or quickly order a few great items off Coupang’s website that’ll be delivered BEFORE she even wakes up!

Like Amazon, Coupang allows its customers to create a profile, store desired products in a list, and check out using your saved payment method. Half of South Korea’s total population of 51.6 million has installed Coupang’s app with a surge of people trying Coupang for the first time during stay at home orders due to the Coronavirus pandemic. The company struggled to meet fulfillment demands, especially those including PPE, household cleaning products, and children’s necessities. While many companies are struggling to stay afloat, Coupang is quickly adapting to meet consumer demands. In March, the company opened a new logistics center to expand its overnight/same day delivery services and is currently working to reach an even broader population.

Believe it or not, right before Coupang received a $2 Billion investment from SoftBanks, its founder, Kim Bom debated walking away from it all. Bom founded the company in 2010, receiving the investment in 2018 and is expected to pursue an IPO by the end of 2020. So for all of you entrepreneurs wondering if you should give up on that decade long dream…DON’T. Coupang went from selling a few hundred items each day to 3.3 million. Now that’s what you call entrepreneurism!

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Business News

Google plans to pay publishers for content (a little too late)?

(BUSINESS NEWS) Google will finally pay publishers for news, but only a few, and they have to meet Google standards.

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I mean…could you get any greedier Google? (Chandler Bings voice).

After years and years of pressure and complaints from publishers that Google’s search feed doesn’t properly recognize them or the news they work so hard to report, Google has finally announced that they will begin to pay publishers for content. But only some.

WHAT A LOAD OF BS.

According to the News Media Alliance, Google profited 4.7 BILLION in 2019 as a search engine for the news industry. So now, not only is Google fleecing its content providers and the writers who are working to create material for them, but it’s quite likely that Google’s algorithm is pushing paid news to the top of its search feed. What does this mean for users? It means that for one, you will see what they want you to see, but most importantly, it means that Google HAS the money to pay its publishers but chooses not too!

Google’s announcement to start paying publishers excludes all publishers outside Brazil, Germany, and Australia. Even within the countries that Google closed a deal with, there are many that do not meet its “high quality content” requirement for a paid position. The problem with all this nonsense is that we stopped letting the news come from others like us, and instead, according to the U.S News Media Alliance, the news is entirely owned by a handful of companies. You may have 635 channels on your TV, but if you google…or maybe you should duck duck go it, you’ll find that all those channels lead back to one huge organization.

SO WHAT THE HELL IS GOING ON?

Google has definitely been pressured to make some big changes, and while paying publishers is a good first step in the right direction, is it enough to make up for years of damage?

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Business News

International start up turns LinkedIn profiles into resumes

(BUSINESS NEWS) Rezi is an AI driven app that can turn LinkedIn profiles into resumes within minutes. Save time and optimize your chances of getting noticed.

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resumes

If you have already put work into creating your LinkedIn profile, you can parlay that into a resume with a plug-in download and a few clicks thanks to the AI-powered resume builder, Rezi. The company started as a weekend project in 2015 by CEO and Founder, Jacob Jacquet, to address the challenges his recently-graduated friends were having with writing hirable resumes.

According to the Rezi website, the company began by studying resumes and how they interacted with Applicant Tracking Systems (ATS), which companies use to manage online applications. Rezi wanted to educate job seekers on ATS while developing resources to create optimized resumes. This effort began as a resume template offered on a WordPress site. Once it hit Reddit with an explanation of the success of the resume, it quickly gained traction. Rezi then decided to focus on the South Korean job seeker market and became the most recognizable global startup in Seoul, according to the Rezi website.

The company’s next step was to go the direction of software as a service (SaaS) and support job seekers who wanted to make a resume in minutes. Rezi now offers a free plug-in version where users can transform their LinkedIn profile into a resume.

They also offer AI keyword targeting which helps users write resumes tailored to the job description for which they are applying by giving you keywords to include from a pasted job description that would best accommodate ATS filters. In addition to resume keywords, Rezi can also identify formatting errors such as missing bullet points, buzzwords, and useful content. Flexible formatting tools allow users to customize resume aesthetics such as font size, line height, and zoom level right within the app. The Rezi Score tool will then give instant feedback to guide resume formatting.

They also offer professional resume writers to edit resumes and provide suggestions and tips to improve content. One of the most unique features of this offering is that Rezi offers a private, updated, and sharable link to your resume. Users can get started for free but monthly plans range from $3-$9 and quarterly plans from $8-$89.

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