flux branding

Home is a Feeling (So is Your Real Estate Brand)


Exterior photo of G12

There’s no place like home.

Home is where the heart is.

Home isn’t a place, it’s a feeling.

Real estate has changed dramatically in the last decade. The market has (for the most part) recovered from the crash and technology continues to revolutionize the way properties are bought and sold. But there have also been more subtle shifts.

The definition of success has changed in real estate; it’s no longer simply a numbers game. Of course, price per square foot and top-of-the-line amenities are still incredibly important—but something else is too: placemaking, or finding the place, seller or buyer that feels right.

Placemaking goes far beyond square footage and amenities—it’s about giving a space a voice, a personality and a soul that resonates. In other words, placemaking is about creating a brand.

Exterior photo of G12 with model.That’s what we do here at Flux. After 18 years of branding for a wide range of real estate clients, we know a thing or two about naming, developing and creating a unique identity for a new or renovated property. First, we build a comprehensive branding and outreach strategy around these important questions:

Who is this property for?

What does this property make people feel?

How does this property make life better for the people who live there?

Once we’ve established the key property and audience characteristics, we parse out unique selling principles and consumer insights to craft comprehensive messaging pillars and a rich visual language. The result? A living, breathing brand that people can engage with.


This is where the work ends for most branding studios. At Flux, we’re just getting started. We know that when it comes to branding, engagement is key—even the most powerful, disruptive brands are ineffective if they exist in a vacuum. That’s where our newly launched digital arm comes in. Our media experts know that digital is the space where the real conversations (and conversions) happen—and they specialize in getting our brands in the right conversations with the right people.

From concepting and strategy to branding and engagement, we’ll turn your property into the home it’s meant to be. Let’s get started.

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