The One Centre, an ideas and innovation agency, was hired by property entrepreneur Stefon Bertram and a team of leading agents to create and launch Pello, Sydney’s newest property agency.
The One Center is responsible for brand education and creating the full Pello brand experience. This includes brand naming, brand positioning and overall customer experience strategy/vision, as well as the development of the Pello brand identity and integrated brand and property marketing.
Pello is the newest entrant to Sydney’s fiercely competitive property market, one of the largest and most competitive markets in the country. Bertram saw an opportunity to create a new model real estate agency with a unique operating system built around market segment specialists, a performance culture and personalized internal technology.
Pello’s unique model is based on market segment specialization, or “market segment mastery”, which means that each agent focuses on and sells a property in one price segment, giving them in-depth knowledge, expertise and an ability to act dynamically for its clients. It also means that they are not in competition with other agents in their team or office, which improves efficiency and teamwork.
Using the tagline “Make your move – with control”, Pello aims to go beyond selling goods to help people move with control, in dynamic markets, to maximize their wealth and lifestyle.
Stefon Bertram, Founder and Managing Partner of Pello, said: “Launching a new property brand in Sydney’s fiercely competitive market is no small feat, we knew Pello needed an exceptional partner to build the brand and bring our vision to life. With their experience in real estate and property and their wealth of brand knowledge, The One Center was the perfect partner to develop Pello.
John Ford, Founder and CEO of The One Centre, said: “With an established portfolio of real estate and real estate clients, The One Center was well suited to the challenge of building a real estate brand from scratch. However, as a company of ideas and innovation, The One Center is always particularly interested in teaming up with companies and brands that create key changes in society.
“With a unique operating system built around market segment expertise and custom in-house technology, Pello is revolutionizing the way things are done in the real estate industry. Not only is Pello’s unique approach caters to the logic of micro-markets and rapidly changing lifestyle segments, but it also reduces the team culture of churn and burn-in by allowing agents to compete for their customers rather than each other.
In addition to Pello’s naming, positioning and branding, The One Center also conceptualized, designed and deployed a comprehensive suite of brand touchpoints and marketing materials for agencies and real estate marketing.
The One Center also developed a fully customized website design, including unique branding elements, advanced SEO features and an easy navigation system, which launched on July 1.
Pello has agencies in Mosman, Gladesville and Wahroonga.