The Sutton Brand

Why is “Brand” Important? Consumers are most comfortable with, and are loyal to, brands they know and trust Recognized brands provide consumers with quality, innovation, service and professionalism Brands provide consistency and convenience

Why build the Sutton brand? The brand changes the relationship the realtor has with the consumer The Sutton sales associate owns the Sutton brand with its many related products and services To the consumer, Sutton sales associates are more than transaction facilitators, they are a significant resource

Brand benefits realtors The brand changes dialogue from 3 rd person (they) to 2 nd person (we) The Sutton sales associate is no longer merely a referral agent. Becomes a key participant in the distribution channel

Brands represent clear value At Sutton, that means Service, Innovation and Professionalism

Brands give a clear message Sutton is the premier distribution channel of value- added real estate products and services

Brands differentiate offerings Sutton provides innovative strategies to differentiate Sutton sales associates from the competition More technology and marketing tools are offered to the individual Sutton realtor

Brands make a promise The consumer knows that Sutton connects people to real estate through technology, information and professional service

Brands innovate Sutton takes the lead in utilizing technology and leveraging its market presence for the benefit of the sales associate, as well as the consumer

Brands transcend channels The name is applicable to related services and products Examples: Sutton Mortgage Sutton Home Repair Program Sutton FoneCard Sutton MasterCard

Brands build loyalty A positive experience with Sutton brand products and services brings customers back to the brand again and again

Brand power is expandable The individual Sutton real estate associate shares in the benefits provided by Sutton’s reputation

Brand endures Sutton: Success in Real Estate since 1983, with over 7700 sales associates across Canada

Brands are not equal The strength of a brand is the result of the consumer’s satisfaction from their relationship with the brand Sutton’s quality service, innovative technology and solid professionalism stands out amongst the competition

Brands don’t compete on price Brand has a direct influence on the “price-perceived value” equation Brand value increases the perceived value Has a direct effect on increasing the price the consumer will pay for products and services

“Top of the Mind” This is a marketing term A brand name is at the top of the consumer’s mind when they think about a product category The brand has earned a spot in the top of the mind because it has met or exceeded expectations

“Top of the Mind” Our goal is to make Sutton the first brand that consumers think of for all their real estate related needs