'Real Estate Law Creative Brief'

CREATIVE STRATEGY BRIEF

2/10/07

CLIENT: REAL ESTATE LAW FIRM GRH2-07IV1

BACKGROUND
The current name of the law firm is “Graham Law Offices,” and they specialize in real estate law and handling real estate transactions for homebuyers. Attorney Jim Graham, the sole proprietor, has ample experience in real estate, both residential and commercial. He often works with developers on legal real estate matters and in some cases acts as “part-time” in house council for developers.

Law firms are traditionally named after the firm partners, and all law offices, no matter their specialty, have operated under this principal. Given that everyone is operating under that principal, we want to zag when every else zigs. Therefore we will need to develop a new name for “Real Estate” law and create a unique brand identity for the real estate law firm.

In this case we will be creating a unique name that is specific to real estate law and creating a unique brand identity around that particular name. This will be done to demonstrate to our target audience that a lawyer can handle real estate transactions, and the inherent value to the client.

STRATEGY
Develop a name and identity for the “Real Estate Law Firm” that will lay the foundation for all work via the web. The new brand and name will be a fresh start for the firm to actively take on the task of advertising to individuals buying or selling their homes without the aid of a realtor.

HOW WE’LL KNOW IT WORKED
Increase in awareness of the new name.

Increase in awareness of “flat rate fee” transactions for real estate.

MESSAGE BARRIERS
The name concept is new. As stated, all law firms are usually named after the firms’ partners. We need to make sure everyone understands that this is a professional law firm that focuses on a specific area of law.

Money. As a sole proprietor, money is limited. Funds will be allocated to ensure that all current Graham clients will know and understand the name change. Much of the money for this project will be allocated to web and Internet lead generation.

Most people do not consider hiring a lawyer in order to buy or sell a home. The flat-fee concept is new to clients




THE CUSTOMER
The customer is a home buyer or seller who is not working with or does not want to work with a realtor. They are the “do it yourself” type, since they have already found the home they want to purchase or are selling it themselves without the aid of a realtor.

Purchasers: They are using the Internet to narrow their search of homes, looking at a few and deciding to purchase without the aid of a realtor. What they do not know is they could use real estate law and have someone looking out for their interests (the selling agent certainly isn’t). They would pick up the brokerage fees, which would cover the cost of Real Estate Law’s flat fee transaction.

Sellers: They are using the Internet to market their home and are doing so without the aid of a realtor. When they have found a buyer for their home they need someone to handle the transaction. Real Estate Law can handle the transaction for a flat fee.

CURRENT ATTITUDE
“We are buying/selling a home and are concerned about how to handle the transaction. We could work with a realtor, but they take an unfair price for handling the transaction. If there was a way to handle the transaction differently we would.”

DESIRED ATTITUDE
“We were not aware of Real Estate Law and the cost savings of handling the transaction through them and the security of having a lawyer handle the transaction, all while looking out for our best interest. I would not have thought of hiring a lawyer to handle the transaction, but it really makes sense to do so.”

MY HEADLINE
“Real Estate Law can provide you with more security and advice in your transaction while saving you cost on your home sale or purchase.”

SUPPORT
The real estate market is changing to more of a flat-fee course. For instance, flatfeemls.com is a company that does not work off a percentage of the sale, but simply a flat fee. Real Estate Law is along the same lines; they handle the actual transaction for a flat fee (not the listing) and not a percentage of the sale like a realtor does.

MUST-HAVES
A BIG idea is needed.
A name for Real Estate Law is needed.
Full-page print ads that can be converted into web and interactive advertisements are a must have.