Challenge: There are lots of contractors/renovation pros out there, including our client, but, what he wanted to do was move toward a project management/consulting role. His specialty is in financing fixer-uppers and working through tough historic zoning rules. As a Realtor® he can also help maximize value in every project for resale.
Strategy: Build on the concept of Guild, a medieval association of craftsmen or merchants, often having considerable power. Project a company that’s a lot larger than a startup, yet with old world values.
Why it Worked: By representing himself as a “Guild” of craftspeople, he could move away from being the actual muscle and move the company and the brand into a one-stop shop for renovation projects.