{"id":2066,"date":"2016-03-25T22:49:06","date_gmt":"2016-03-25T22:49:06","guid":{"rendered":"http:\/\/www.thebrandingjournal.com\/?p=2066"},"modified":"2025-02-19T10:01:55","modified_gmt":"2025-02-19T10:01:55","slug":"how-rebranding-doubled-conversion-rate-for-potrell-property-buyers","status":"publish","type":"post","link":"https:\/\/www.thebrandingjournal.com\/2016\/03\/how-rebranding-doubled-conversion-rate-for-potrell-property-buyers\/","title":{"rendered":"How rebranding doubled conversion rate for Potrell Property Buyers"},"content":{"rendered":"<p>Vivo is small, family-run property company that specialises in buying homes fast.\u00a0Originally known as\u00a0Potrell UK, the founders decided that they needed a\u00a0new name and visual brand identity\u00a0that the UK\u00a0market could relate to. Thus, in November\u00a02015, Potrell became Vivo Property Buyers.<\/p>\n<div data-width=\"1023.9999999999999\" data-height=\"1448.2740361192775\">\n<div>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_81 counter-hierarchy ez-toc-counter ez-toc-transparent ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/03\/how-rebranding-doubled-conversion-rate-for-potrell-property-buyers\/#About_The_Brand\" >About The Brand<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/03\/how-rebranding-doubled-conversion-rate-for-potrell-property-buyers\/#The_Challenge\" >The Challenge<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/03\/how-rebranding-doubled-conversion-rate-for-potrell-property-buyers\/#The_Strategy\" >The Strategy<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/www.thebrandingjournal.com\/2016\/03\/how-rebranding-doubled-conversion-rate-for-potrell-property-buyers\/#The_Results\" >The Results<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"About_The_Brand\"><\/span>About The Brand<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Recognising the country\u2019s need for a faster and more efficient way to sell their homes, Jantiene Sobry decided to create a fast property buying company in London in 2010, offering a more simple and straightforward way of selling property. Its launch was aided by Jantiene\u2019s brother, Bart, who runs a successful property development company named Potrell BVBA in their native Belgium.<\/p>\n<p>Her brother\u2019s investment allowed Jantiene to temporarily use Potrell\u2019s branding as the company developed. Unfortunately there was a negative stigma attached to the fast sale industry. In the past there were no rules and regulations for this particular part of the property industry and some companies took advantage of this.\u00a0Thankfully, there are now more sanctions and rules in place to protect people who choose this route.<\/p>\n<p>As the business grew and as Jantiene was joined by her husband Rupert, they decided it was time for Potrell to rebrand. It was time to choose a relevant name and logo which people in the UK could relate to, and to portray the trustworthy image they wanted their clients to see in their brand.<\/p>\n<\/div>\n<div><a href=\"https:\/\/www.vivopropertybuyers.co.uk\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/03\/potrell-vivo-rebrand-the-branding-journal-1.png\" alt=\"potrell-vivo-rebrand-the-branding-journal-1\" width=\"941\" height=\"629\" \/><\/a><\/div>\n<div><\/div>\n<div>\n<h2><span class=\"ez-toc-section\" id=\"The_Challenge\"><\/span>The Challenge<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div>\n<p>With this in mind, Potrell needed a new brand. One which was approachable and friendly, yet trustworthy and authoritative.<\/p>\n<p>Selling your home can be a very stressful and emotional experience, so customers need a brand who can empathise with their situation. As a result, we strived for the newly branded Potrell to stand out from their more salesy competitors.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<div data-width=\"1023.9999999999999\" data-height=\"1448.2740361192775\">\n<div>\n<h2><span class=\"ez-toc-section\" id=\"The_Strategy\"><\/span>The Strategy<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div>\n<p>We ran usability testing that uncovered issues with the content on the site, this included users not understanding how Potrell can make an accurate offer without seeing the house. In addition, the testing revealed how the branding was affecting people\u2019s perceptions of the company. One of the biggest insights was that \u2018Potrell\u2019 means nothing to people and the site wasn\u2019t overly appealing.<\/p>\n<p>We had to create a brand name that was meaningful and related to houses and living. Subsequently, we found <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.vivopropertybuyers.co.uk\/\" target=\"_blank\" rel=\"noopener\">Vivo<\/a><\/span>, which is Latin for \u2018to live\u2019. Thus, <span style=\"text-decoration: underline;\"><a href=\"https:\/\/www.vivopropertybuyers.co.uk\/\" target=\"_blank\" rel=\"noopener\">Vivo Property Buyers<\/a><\/span> was born.<\/p>\n<h3>The logo<\/h3>\n<\/div>\n<div><\/div>\n<\/div>\n<div><a href=\"https:\/\/www.vivopropertybuyers.co.uk\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2073\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/03\/potrell-vivo-rebrand-the-branding-journal-2-e1458945913460.png\" alt=\"potrell-vivo-rebrand-the-branding-journal-2\" width=\"300\" height=\"83\" \/><\/a><\/div>\n<\/div>\n<div data-width=\"1023.9999999999999\" data-height=\"1448.2740361192775\">\n<div>\n<div><\/div>\n<div>\n<p>To reflect the values of the company, we designed a clean and simple logo to instil trust in the brand. This notion is reiterated with the colour choice of teal which portrays trust and harmony.<\/p>\n<p>The decision for the logo to feature a heart around a house shape depicts Vivo\u2019s commitment to empathy and compassion, and that all homes deserve love.<\/p>\n<h3>The website design<\/h3>\n<p>The design of the site factored in Vivo\u2019s professional and trustworthy brand image, but was also created to be modern, simple and fun with the animated paper house design.<\/p>\n<\/div>\n<\/div>\n<div>\n<div>\n<div><\/div>\n<div><a href=\"https:\/\/www.vivopropertybuyers.co.uk\/\" target=\"_blank\" rel=\"noopener\"><img loading=\"lazy\" decoding=\"async\" src=\"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/03\/potrell-vivo-rebrand-the-branding-journal-3.png\" alt=\"potrell-vivo-rebrand-the-branding-journal-3\" width=\"941\" height=\"625\" \/><\/a><\/div>\n<\/div>\n<\/div>\n<\/div>\n<div data-width=\"1023.9999999999999\" data-height=\"1448.2740361192775\">\n<div>\n<h3>The tone of voice &amp; content<\/h3>\n<p>Our aim was to be transparent with the reader, therefore it was important to gain their trust and ensure that they felt comfortable and confident in Vivo. Subsequently, we attempted to answer any questions a user may have by creating user-focussed content &#8211; something our competitors lacked. We included pages regarding how Vivo made their money, why they can be trusted and how they can make you an accurate offer.<\/p>\n<\/div>\n<h2><span class=\"ez-toc-section\" id=\"The_Results\"><\/span>The Results<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<div>Since the company rebrand, the website redesign, and the addition of honest content, there has\u00a0been a great improvement in results.<\/div>\n<ul>\n<li>Firstly, onsite engagement has improved, with average time onsite increasing by 70% (to two minutes).<\/li>\n<li>Pages per sessions by 49%.<\/li>\n<li>Most importantly for Vivo,\u00a0enquiry conversion rate has almost doubled (+92%).<\/li>\n<\/ul>\n<div>Overall, the results illustrates the success of\u00a0this rebrand, showing how an unknown company can transform into a trustworthy and respected\u00a0brand.<\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"Vivo is small, family-run property company that specialises in buying homes fast.\u00a0Originally known as\u00a0Potrell UK, the founders decided&hellip;\n","protected":false},"author":14,"featured_media":2104,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_seopress_robots_primary_cat":"","_seopress_titles_title":"","_seopress_titles_desc":"","_seopress_robots_index":"","om_disable_all_campaigns":false,"_kad_blocks_custom_css":"","_kad_blocks_head_custom_js":"","_kad_blocks_body_custom_js":"","_kad_blocks_footer_custom_js":"","footnotes":""},"categories":[207,11,240],"tags":[13,93,493,189,495],"ppma_author":[756],"class_list":{"0":"post-2066","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-brand-strategy","8":"category-case-studies","9":"category-rebrand","10":"tag-branding","11":"tag-case-study","12":"tag-potrell-property-buyers","13":"tag-rebrand","14":"tag-vivo-property-buyers","15":"cs-entry","16":"cs-video-wrap"},"taxonomy_info":{"category":[{"value":207,"label":"Brand Strategy"},{"value":11,"label":"Case Studies"},{"value":240,"label":"Rebrand"}],"post_tag":[{"value":13,"label":"branding"},{"value":93,"label":"case study"},{"value":493,"label":"Potrell Property Buyers"},{"value":189,"label":"rebrand"},{"value":495,"label":"vivo property buyers"}]},"featured_image_src_large":["https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2016\/03\/potrell-vivo-rebrand-the-branding-journal-4.png",750,397,false],"author_info":{"display_name":"Laura Masters","author_link":"https:\/\/www.thebrandingjournal.com\/author\/laura-masters\/"},"comment_info":0,"category_info":[{"term_id":207,"name":"Brand Strategy","slug":"brand-strategy","term_group":0,"term_taxonomy_id":207,"taxonomy":"category","description":"Brand strategies are made out of so many different steps, from defining a brand purpose and positioning to brand identity. See some examples here.","parent":0,"count":94,"filter":"raw","cat_ID":207,"category_count":94,"category_description":"Brand strategies are made out of so many different steps, from defining a brand purpose and positioning to brand identity. See some examples here.","cat_name":"Brand Strategy","category_nicename":"brand-strategy","category_parent":0},{"term_id":11,"name":"Case Studies","slug":"case-studies","term_group":0,"term_taxonomy_id":11,"taxonomy":"category","description":"We love to analyze successful and not so successful brand strategies worldwide and see what we can learn from them. Read our branding case studies here!","parent":0,"count":37,"filter":"raw","cat_ID":11,"category_count":37,"category_description":"We love to analyze successful and not so successful brand strategies worldwide and see what we can learn from them. Read our branding case studies here!","cat_name":"Case Studies","category_nicename":"case-studies","category_parent":0},{"term_id":240,"name":"Rebrand","slug":"rebrand","term_group":0,"term_taxonomy_id":240,"taxonomy":"category","description":"","parent":207,"count":28,"filter":"raw","cat_ID":240,"category_count":28,"category_description":"","cat_name":"Rebrand","category_nicename":"rebrand","category_parent":207}],"tag_info":[{"term_id":13,"name":"branding","slug":"branding","term_group":0,"term_taxonomy_id":13,"taxonomy":"post_tag","description":"","parent":0,"count":68,"filter":"raw"},{"term_id":93,"name":"case study","slug":"case-study","term_group":0,"term_taxonomy_id":93,"taxonomy":"post_tag","description":"","parent":0,"count":6,"filter":"raw"},{"term_id":493,"name":"Potrell Property Buyers","slug":"potrell-property-buyers","term_group":0,"term_taxonomy_id":493,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"},{"term_id":189,"name":"rebrand","slug":"rebrand","term_group":0,"term_taxonomy_id":189,"taxonomy":"post_tag","description":"","parent":0,"count":21,"filter":"raw"},{"term_id":495,"name":"vivo property buyers","slug":"vivo-property-buyers","term_group":0,"term_taxonomy_id":495,"taxonomy":"post_tag","description":"","parent":0,"count":1,"filter":"raw"}],"authors":[{"term_id":756,"user_id":14,"is_guest":0,"slug":"laura-masters","display_name":"Laura Masters","avatar_url":"https:\/\/www.thebrandingjournal.com\/wp-content\/uploads\/2019\/10\/Laura-Masters.jpg","0":null,"1":"","2":"","3":"","4":"","5":"","6":"","7":"","8":""}],"_links":{"self":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2066","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/users\/14"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/comments?post=2066"}],"version-history":[{"count":21,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2066\/revisions"}],"predecessor-version":[{"id":171855,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/posts\/2066\/revisions\/171855"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media\/2104"}],"wp:attachment":[{"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/media?parent=2066"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/categories?post=2066"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/tags?post=2066"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.thebrandingjournal.com\/wp-json\/wp\/v2\/ppma_author?post=2066"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}