The ability to adapt and reinvent is key to sustained success. Dane Atherton and Rob Forde, the driving forces behind Coastal, shared their inspiring journey of rebranding and business transformation at The Business of Real Estate event. Their insights offer valuable lessons for any entrepreneur looking to elevate their brand and achieve remarkable growth.
The Hardest Part: Making the Decision
Despite their successful trajectory under the Harcourts Coastal banner,Dane and Rob recognised the need for a brand that better reflected their evolving identity and aspirations. The decision-making process was filled with uncertainty and internal debates, highlighting the emotional and strategic complexities involved in rebranding.
Getting to the Starting Line
Once the decision was made, the focus shifted to meticulous planning and execution. They engaged multiple marketing companies, seeking a brand identity resonating with their vision. The process involved introspection, market research, and a commitment to creating a brand that was not just a real estate brand, but a “cool brand” people would connect with.
Launching the New Brand
The launch of Coastal was marked by a series of strategic initiatives designed to generate excitement and buy-in from the team. Personalised Nike shoes were gifted to every team member, symbolising the brand’s fresh start and commitment to quality. The reveal of the new branding elements, including signage, brochures, and social media assets, further fueled enthusiasm and anticipation.
Navigating the Transition
The transition to the new brand was definitely challenging with an internal resistance to change. They adopted a “minimum viable product” approach, focusing on core elements and refining them over time. The shift to in-house printing and a revamped aesthetic contributed to a cohesive and professional brand image.
The Power of Recruitment
Recruitment is a catalyst for growth and a tool for continuous improvement. It’s important to have a proactive approach to attracting top talent, build relationships and maintain a list of potential recruits. They also highlighted the value of understanding the needs and pain points of agents in the marketplace, which can inform internal strategies and enhance retention.
The Essence of Coastal Magic
The “Coastal Magic” running through the company’s culture is rooted in genuine care and a focus on individual well-being. Dane and Rob prioritise recognising and celebrating milestones, offering personalised gifts and experiences to team members. They also provide access to mental health resources, fostering a supportive and empathetic work environment.
Looking Ahead
Coastal sees a future of continued growth and expansion. They remain committed to attracting and nurturing top talent, investing in their team, and maintaining a culture of excellence. Their recent acquisition of Professionals Henderson further solidifies their position as a leading force in the Gold Coast real estate market.
Dane Atherton and Rob Forde’s journey of reinvention offers a compelling blueprint for business transformation. Their emphasis on strategic decision-making, meticulous planning, and a people-centric approach has propelled Coastal to new heights. By embracing change, investing in their team, and fostering a culture of care, they have created a brand that is both successful and truly inspiring.
Missed the Event?
You can still gain access to these valuable insights by purchasing the recordings. Invest in your growth and learn from industry leaders who have successfully navigated the complexities of rebranding and business transformation.