Payton Stiewe, Arrian & Sejal Binnings | Co-Founders, Payton + Binnings Real Estate
High Stakes, High Standards: A Pitch Deck and Brand Overhaul Helps Star Realtors Lead the Pack
Despite market success, this Realtor team’s brand hadn’t evolved in years. We streamlined their story, revamped their brand, and created a unique suite of sales tools that match the care they take with every listing they represent.
One of the top agent teams in San Francisco and Marin, Payton Stiewe, Arrian Binnings, and Sejal Binnings have mastered the art and science that is high-end real estate. As top performers with Christie's Real Estate, the trio had built a solid reputation with consistent increases in both sales and revenues. But they had yet to take stock of their brand as a team since they began their partnership.
In this business, forward-facing image is key. The team came to us ready for a complete brand relaunch. Together we outlined an ambitious vision that resulted in a relaunched web site, upgraded logo, and redesigned brochure, as well as a 72-page coffee-table book and two Keynote sales presentations.
We began with hours of interviews, drawing out stories and uncovering what makes this trio unique. We then clarified their brand story, which influenced the content and structure of their materials across all platforms.
“What Alison and Matt accomplished for our business forever raises the bar for the way our team approaches not just sales, marketing and technology, but business in general. They successfully weeded through mountains of material that we had been collecting and sitting on over the years and distilled it into a beautiful story of teamwork, collaboration, hard work, and helping people achieve their dreams.”
– Arrian Binnings
Logo Upgrade
We began with their logo, strengthening and modernizing the type. We changed the ampersand to a plus, emphasizing the fact that their function as a team amplifies the sum of their talents. Over the next few years, we did another round of subtle upgrades to keep the brand fresh and relevant .
Original
Evolution 1.0
Evolution 2.0
Keynote Sales Presentations
At listing presentations, the team now presents using a Keynote slide deck outlining their profiles and brand proposition.
The design is simple and uncluttered with minimal text and imagery, giving clients a visual anchor and encouraging conversation.
Coffee-Table Book
We realized that what this team knows—and what they have accomplished—could fill a book. So we did.
This 72-page, oversized coffee-table style book builds on the brand story outlined online. We also created ten before & after Success Stories, showcasing their transformative staging prowess.
When the team meets with prospective sellers, they leave this book to browse at their leisure, picking it up when they return with a proposal. This brand differentiator is already having a significant impact.
We did a second edition when we did our brand upgrade the second time.
Sales Materials Upgrades
Payton+Binning’s brochure was a straightforward 4-pager with a floor-plan insert. Keeping their iconic square format, we rethought and restructured the content and layout, transforming each listing into a high-end, eight-page story, complete with full-bleed center spread featuring a key hero shot. The format was designed as an easy-to-use template that could be created on the fly and printed digitally within hours of receiving principal photography.
12 Month Awareness Ad Campaign
The team wanted to run an ad campaign that broke from traditional Real Estate norms. We called the project the “Winning Equations”. Each ad was tailored to either San Francisco or Marin buyers and sellers, and featured in the Nob Hill Gazette and Marin magazines respectively. We had a lot of fun coming up with different equations designed to spark the interest of the different demographics and psychographics that the team served. It was so well received, the P+B team ran the campaign two years in a row.
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“The result has been nothing short of amazing! We launched our new brand about a month ago and the response from our sphere of influence and peers has been astounding. The boost in confidence we get from our new look and feel is something we hadn’t anticipated. Sure, we had anticipated more business and better reception from prospects, but the unforseeables are just as gratifying.”
– Arrian Binnings
The Result
Everything we designed was built on the bones of what came before. In a way, what we created with their brand materials mirrors the way they stage a home for their ideal buyer.
The relaunch has been a phenomenal success. The team is closing bigger deals faster, and clients have a much better understanding of the process and value from the start.
“What Alison and Matt accomplished for our business forever raises the bar for the way our team approaches not just sales, marketing and technology, but business in general. They successfully weeded through mountains of material that we had been collecting and sitting on over the years and distilled it into a beautiful story of teamwork, collaboration, hard work, and helping people achieve their dreams.
From our first meeting, we were overwhelmed about what we needed to accomplish and how on earth this was all going to get done. Alimat cut through all the noise to truly understand the underpinnings of our business, asked all the right questions, and used that information to compose an overarching marketing plan for us.
The result has been nothing short of amazing! We launched our new brand about a month ago and the response from our sphere of influence and peers has been astounding. The boost in confidence we get from our new look and feel is something we hadn’t anticipated.
Sure, we had anticipated more business and better reception from prospects, but the unforseeables are just as gratifying. Our team cannot recommend the services of Alimat enough and we will be back to them with Phase II, III and so on as our business continues to evolve. Thank you!”
Payton Stiewe, Sejal & Arrian Binnings
Co-Founders, Payton + Binnings
