Case Study: GMAC Home Services Rebuilds Its Brand and Market Share with Proper Villains

GMAC Home Services rebuilds sales and agent population with Proper Villains

GMAC Home Services faced a significant challenge after growing through acquisitions. The company had assembled several respected regional real estate brands but buried them under the GMAC name, a brand originally developed for automotive finance. This created immediate dissonance in the premium residential market, leading to a shrinking agent population and declining sales. They partnered with the vendor Proper Villains to understand and address this core branding issue.

Proper Villains implemented a comprehensive rebranding solution centered on the insight that buying or selling a home is a deeply significant life event. They developed a new brand platform with the positioning "Live the Way You Dream" to focus on the customer's aspirations rather than the agents. A key strategic decision was to resurrect the acquired regional names, giving each a distinct identity under a common visual system. The solution included a complete visual identity, a new website, custom photography, and a strategic focus on key touchpoints like yard signs. Following the rebrand, GMAC Home Services recovered from its sales losses, rebuilt its agent population, and recaptured its market share.

GMAC Home Services