A Propr Case Study
CR of Maryland
Not only did Propr Design’s work improve the business’ websites, but it also resulted in improved lead generation. Their project management was well-thought-out from beginning to end, and they communicated openly. The team’s process and leadership skills made for a successful engagement.
Where was your brand, your business, before working with Propr? Where is it now?
It was too confusing for customers to find information, and the messaging didn’t align with how the business had changed. Our real estate business had shifted from its core product being residential housing renovations to turnkey investing. The renovation business meant that we purchased, fixed, then sold the properties to owners who would live there. In turnkey investing, we bought, fixed, and sold the properties to investors who would rent the properties. Our marketing was mainly for the old business, and we needed to support our growing turnkey investing business. Our priority was to launch a new website designed for various customer segments.
WHAT ARE SOME KEY SUCCESSES YOU EXPERIENCED AFTER WORKING WITH PROPR?
We initially engaged Propr Design because we needed a new website, but it quickly became clear that we needed to go through the Brand Clarity Workshop to help our leadership define our values and core message. After several working sessions and individual interviews with our leadership, Propr helped us develop a Brand Foundation, updated brand identity, style guide, and marketing materials. Propr also designed and developed a custom website to support marketing efforts for various audience groups and generate qualified leads.
HOW HAS WORKING WITH PROPR IMPACTED YOUR BUSINESS?
Within weeks of launching the new website, we started getting more website traffic and leads, all of which were pre-segmented because of our new design and Propr’s ability to connect the web forms directly to our CRM. The new website is mobile-friendly, SEO friendly, and helped to streamline our top-of-funnel sales workflows.
Propr also helped us update our brand identity, helping CR of Maryland be more iconic and memorable in the market. Our bold vehicle wraps and real estate signs stand out, and people recognize us wherever we go.
WOULD YOU SAY YOUR BUSINESS IS BETTER POSITIONED IN THE MARKETPLACE?
Yes. As part of the brand workshop, we defined our target audiences and went through the audience empathy mapping exercise. Propr developed personas for each audience that led to improved messaging for each audience. We’re saying the right things to the right people on our website, in our marketing materials, and in our conversations.
Depth of the Engagement
Branding Workshop Takeaways
WHAT WERE YOUR EXPECTATIONS OF THE BRAND WORKSHOP PROCESS?
We expected to find some clarity, of course, but probably didn’t realize how deep it would go and how helpful it would be in the end.
WHAT ARE YOUR KEY TAKEAWAYS FROM THE BRAND WORKSHOP?
We defined everything in the brand foundation that we needed to help guide decisions and strategy for the company: core values, core messaging, and brand personality. The deep-dive into target audiences shaped everything from the website to messaging.
HOW CAN THE BRANDING WORKSHOP BENEFIT OTHER BUSINESSES?
It helps to have an outside perspective from a creative team that truly understands business and strategy. You can’t know what you’re going to learn from it. We had revelations that seem so obvious in hindsight but might never have had them, or at least not as quickly, without Propr’s Brand Clarity Workshop.
HOW DOES IT FEEL TO BE PROPR?
It’s great! We love our new look, and we finally have what we need to grow the business.