SPF undertakes brand identity revamp

Dubai - Digital media is a very important channel for real estate advertising, and that's where the future of advertising lies for SPF.

SPF, a leading home grown property brokerage firm in Dubai, has undertaken a brand identity revamp exercise as part of its tenth anniversary celebrations. The new look is a symbolic gesture to mark this decade-long journey and the future direction of the company, officials informed. They believe that the inherent character of the new brand provides a clear direction and serves as a yardstick by which we will continue to present SPF on the global stage.
"We are giving SPF a fresh breath of life, befitting the organisation it has grown to become. Our new brand identity signifies the contribution of the real estate market in the development of the economy. As a leading industry player, we are confident that the new brand will aid the growth and development of SPF to meet the expectations of our local and international clients on an ever-expanding canvas," said Kalpesh Sampat, COO of SPF Realty.
"It's been an incredible journey. But at the core, this has been our fundamental principle of 'customer comes fist'. We have a built a formidable reputation, the benchmarks of which are service, commitment and trust. We will continue to strive to give our customers exemplary levels of service and exceptional levels of returns on investment. Our aim is to reach the pinnacle of the real estate agency segment, maintaining our paramount quality services to the customers.
Additionally, our ability to serve all our stakeholders exceptionally well, is our ultimate objective," he added.
Discussing about the real estate marketing evolved over the past 10 years in Dubai and the new trends, Sampat said, "We have come a long way, from transactions being done over telephone to well-structured processes and systems. In the future, customers will leverage technology, see videos which contain an immersive virtual experience, before they shortlist the properties they want to see. Similarly, advertising and marketing spend for property sector will be primarily in the digital media platforms in near future, gradually diverting from the traditional tools including the print and outdoor media."
Mansi Saxena, marketing director at SPF, adds that the revamp of our brand identity is aimed to establish SPF as the industry leader that is, creating noticeable buzz about our services and growth. Above all, we stay true to our fundamental value of always putting the customer first.
"The new SPF identity is a unique combination of a logo mark, a word mark and a tagline. In its essence, each of these elements represent core attributes of the brand. The logo mark due to its free flowing form reflects agility and excellence, the word mark defines the brand's stability. Our tagline, simplifying realty', comes from the consumer insight that the world of real estate can be a complicated process," she said.
"Our tagline beautifully summarizes the brand motto, 'let us simplify your realty decisions'. SPF's identity is built on the psychology of colours and consumer research. The logo mark is in portland orange evoking the sense of agility and growth, while the colour of the word mark is blue, in an elegant Serif font showcasing credibility and heritage of the brand. These primary colours of the brand are set against a complementary pure white. Altogether, this change represents several aspects of the brand's identity, and will become the standard
used in all our future communications," Saxena further said.
According to her, digital media is a very important channel for real estate advertising, and that's where the future of advertising lies for SPF. "The return on marketing investment on digital has paid off much higher than any other medium. Also, it provides a scientific method to reach the consumer in a targeted manner across geographies. We are a big believer of digital spend and due to that we spend approximately 50 per cent of our marketing budget on digital."
Sharing his learnings on Dubai's real estate market, Sampat, said, "This is now a relatively mature market. It has more to go, but for a 10-year-old company, it's simply amazing, structured, very well defined. Further with RERA established early on, and implementing all the laws and rules, and with instruments like Escrow account for all types of transactions -- including primary and secondary markets, basically for off-plan projects even construction funding required to go into Escrow account that ensures 100 per cent security to buyers in
their investments."
"This facilitates more regional and international investors to look at Dubai realty market as a compelling investment option, compared to other global cities. But for one the most diverse cities in the world, this requires a real estate consultant to be very flexible and adaptable to understand the needs of investors from very diverse ethnic, cultural, academic and professional backgrounds," Sampat concluded. - sandhya@khaleejtimes.com