One Year Since Rebranding: What I’ve Learned

Nic Fren
Jun 2
3 min read

Updated: Jun 4

**Shaun O'Callaghan, Director - Natural Real Estate**

I launched an office with a national real estate network back in 2016 and proudly ran a successful operation under that banner for eight years.

During that time, we built a strong local reputation, consistently ranked among the area’s top-performing agencies and earned industry recognition.

So why step away from a respected brand, a strong network and years of equity?

In a word: growth. To evolve, we needed more than results—we needed our own identity.

In April 2024, we took the leap and rebranded as Natural Real Estate. One year on, here’s what I’ve learned about backing yourself, and your team, through a big change.

Change really is as good as a holiday

People can be wary of change, and real estate clients are no exception. We knew that transparency and clear communication would be key.

We developed a watertight rollout plan and key messaging document to guide the transition, ensuring every stage—signboards, brochures, website, office signage, socials and sponsorships—was coordinated and as seamless as possible.

The response from our community and clients was overwhelmingly positive.

I still regularly receive feedback, from clients and through the team, about how much people love the new look.

Just as importantly, the team fully embraced the change—a true reflection of the fantastic people we have onboard.

Building a brand from scratch is hard work (but also fun)

Choosing a new name. Naming a business feels a lot like naming a child—not everyone will love it, and that’s okay.

After plenty of brainstorming, we landed on Natural Real Estate because it felt right on so many levels:

● The best relationships feel natural—the ones you trust with life’s big moments, like property moves

● It connects to the environment we live and work in here on the Surf Coast

● It keeps our Marketing Manager happy with plenty of word play options: “Your natural choice”... “Your next natural habitat”... “Sold.Naturally”... and more.

Above all, it just felt right.

Choosing our colours

This was one of the most fun parts of the process. We used photos of our local landscape (sunsets, bush, beach) then pixelated them to create a colour palette straight from nature itself.

Think pink skies, forest green and the white of ocean foam. We wanted our colours to reflect both the environment we operate in and the grounded way we do business.

Refreshing our signboards and visual Identity. We carried the natural theme through every design decision, from the rounded shapes of our logo to the curved edges on our signboards.

We deliberately softened the brand’s look to make it feel warmer, more welcoming and more reflective of our values.

Marketing is a non-negotiable investment

When you rebrand, you have to go all in on visibility.

For us, that meant:

● A completely new website, built with SEO front of mind

● A consistent social media presence and advertising

● Local print media campaigns

● Strategic letterbox drops

Throughout, we kept the messaging simple and reassuring: “New name, familiar faces.”

It was critical to remind people that while our look had changed, our service—and our results—had not.

If anything, the rebrand positioned us to keep doing what we do best, just on a bigger scale.

Clear brand guidelines are essential

One of the best decisions we made was developing clear brand guidelines for internal and supplier use.

Outlining everything—logo specs, fonts, colours, tone of voice—made it easier to onboard new staff, brief suppliers and maintain consistency across every touchpoint.

We also partnered with an external branding agency to help sharpen and unify the new look and feel.

Having that outside expertise definitely elevated the final result.