Revamping your real estate brand? Learn from this industry giant.

Anyone who has lived in the United Kingdom will recognise Hamptons International as one of the best-respected real estate companies. With an impressive legacy of 156 years in the industry, Hamptons recently decided to undertake a comprehensive real estate brand refresh.

First things first: what did the Hamptons brand look like before the revamp?

Before its overhaul, the Hamptons logo featured a classic serif “Hamptons International” set in a deep blue. The imagery leaned heavily on traditional estate-practitioner visuals with formal typography and straightforward signage. While the overall effect was clean and utilitarian, it lacked a certain warmth and emotional engagement.

What prompted the Hamptons brand revamp?

Hamptons marketing chief, Fiona Stewart, notes that while big companies in most industries have long prioritised brand building and marketing, it’s a concept newer to the real estate space. Historically speaking, she points out, real estate brands have been defined by the houses they sold and the property practitioners that represented them, rather than by a well-structured real estate brand with purpose.

While property practitioners certainly need to do their work with integrity and professionalism to uphold the brand they represent, it cannot be their sole responsibility to build that brand. An effective property branding strategy and a modern real estate identity need to be firmly in place. The Hamptons brand revamp set out to make that happen.

Stewart was inspired by the brand’s need to fulfil two ambitions: creating an image of professionalism and incorporating the human touch that’s so vital to the real estate industry. The brand also needed to be strong enough to avoid dilution to reassure home buyers and sellers that it is both well-established and caring.

So, what did the brand revamp entail? A new logo was unveiled in November 2020, featuring a sharp new typeface and a modern colour palette, signalling a sleek, contemporary finish. Together with this, a new master strapline, “The Home Experts”, was launched. This short, succinct phrase tells visitors everything they need to know: Hamptons are all about home, and they’re experts at what they do. An attractive modern colour palette was also implemented, featuring a rich dark blue paired with a vibrant coral accent. A brand refresh for estate agencies proved to shine the spotlight on the brand.

Balancing tradition and innovation

The Hamptons brand refresh achieved a careful balance of heritage and innovation by blending its 150+ year legacy with a modern, forward-focused design and brand strategy. While the visual identity changed, it didn’t completely abandon the brand’s recognisable elements. The refreshed logo retained its classic and confident tone, which reflected the company’s long legacy. When the team decided to add a tagline to the existing marketing mix, they chose one which evokes trust and reliability — attributes that are built over generations of service.

With regard to innovation, the new colour palette, typography and logo design were chosen for clarity and sophistication. The brand bible contains an array of elements not only for physical items like sale boards, but also for digital platforms, social media and mobile-optimised user experiences.

Lessons for real estate professionals

Real estate brands that may be starting to feel tired can learn a wealth of lessons from the Hamptons case study. For starters, Hamptons’ new typeface, logo and tagline were all intentionally clean, modern and clear. The sleek visual identity that was created fosters trust in a crowded, often noisy world of marketing messages.

Hamptons also provides a powerful reminder of the importance of emotional connection in the real estate industry. People don’t just buy houses. They buy into visions of lifestyle, security and belonging. It is a property practitioner’s job to create order, make sense of a complex process and facilitate positive change. The revamped Hamptons look and feel reflects all this, and so should your brand.

Midway through the twenty-twenties, digital relevance is non-negotiable. The Hamptons rebrand included website, social and signage, ensuring a consistent experience across all channels. The lesson to be learnt here is to treat your website and social media presence as core brand assets — not afterthoughts.

Another important takeaway is that a brand isn’t just what’s seen — it’s how your team lives it. Hamptons involved their team in every stage of the brand rollout, ensuring that the culture aligned with the new image. By training and inspiring your team to embody the brand in how they deliver service, you can make your real estate brand revamp even more meaningful.

Your brand deserves its own Hamptons moment

Hamptons provides a classic example of a real estate brand transformation brought to life. If your real estate brand needs to be revitalised, whether through a refreshed look and feel, a new website, a regularly updated blog or a dynamic social media strategy, Prop Data is here to help. Discover more about the marketing solutions we offer and get in touch.