IQ – Invest Queenstown is a start-up Real Estate Agency launching in Queenstown, New Zealand in August 2015.
Invest Queenstown (IQ) will be Queenstown’s first and only Real Estate Agency dedicated to serving customers and clients in the Managed Apartment and Residential Investment Property Sectors.
We will use our experience, knowledge and skills in this sector to build a reputation as the only option for those looking to buy, sell or develop property in this sector.
From the outset it is our objective to position the business as a premium provider of real estate agency services to investors in what is a very specialized sector of the local property market building a reputation on professionalism, trust, knowledge, expertise, personalised service and results.
In the longer-term we want to retain the “boutique” nature of the business where we work with and for our clients to assist them in making informed and educated investment decisions based on their investment needs and the lifestyle motivations.
We will be representing a range of property from low-end return-based investment properties through to luxury properties where lifestyle is the prime motivation for ownership over ROI.
Our clients will typically by resident outside of Queenstown and the majority will reside outside of New Zealand – primarily Australia, South East Asia, UK and USA (many are ex-pat New Zealanders. Another key market are developers of new apartment complexes as well as Hotel Managers who are typically based locally or at least have a local presence.
In the main, our customers and clients are high net worth, 40 plus years of age, top level executives and business owners, often engaged in financial services industries. They are astute investors for the most part, but their investment in Queenstown is often motivated by the lifestyle opportunities that comes with owning property here and being able to use it for holiday purposes. Many own multiple investment properties either in Queenstown, around New Zealand and/or around the world. Mid to long term capital gain is a motivation over short term returns and quick resales.
Our main competition are other local franchised agencies, a number of whom have a particular agent or agent who “specialize” in the apartment sector, but this is not their full time focus and their business model is not geared to representing this part of the market as well is at could be – ours will be.
The key competitors in this space are:
Our key point of difference as above, are that we are the only agency specializing in this part of the market and targeting all our efforts and our business model to the effective representation and management of these styles of properties. We are and will always be an independent boutique agency as opposed a large one size fits all agency.
Our personnel are also a key point of difference with our head agent having 8 years experience specializing in the apartment. He has a master’s degree in marketing, has worked as a marketing consultant for local tourism operators, worked alongside developers in the launch and international marketing of off-plan developments and has managed the sale of dozens of apartments in all major complexes in the district. There are no agents currently operating in the market who have the same degree of product knowledge, industry understanding or marketing expertise.
The company name is Invest Queenstown, but we want to be known as IQ
There is the obvious connotation of IQ – Intelligent Quotient – and our focus will be on enhancing our client’s knowledge of the industry, market, product in enhance their “Property IQ” allowing them to make smarter, more informed decisions leading to profitable and enjoyable investment decisions.
Visually, the “IQ” should form the basis for the logo and “Invest Queenstown” could be the tagline. But am equally open to some sort of “device” to be incorporated.
There is the obvious use of incorporating the I and Q into a magnifying glass, but if this is done it needs to represent more than just a magnifying glass.
In terms of actual visuals we don’t have any imagery we would want associated with the logo in situ. Queenstown is famous for its scenery - mountains and lake, but the visual focus of our website will be images of the properties we are representing as opposed to anything specific built into the logo
The brand will live primarily online. Due to the nature of our business the need for hard signage and printed collateral is not major with the exception of a business card so we can be a little more creative/innovative in terms of the logo and colour palate.
While we don’t have any preferred colours, we want something fresh, new, sophisticated, current.
Aqua Blue appeals as it is a contemporary colour and also mirrors the colour of our local lake when the sun refracts of the glacial dust and the charcoal mirrors the colours of our signature mountain range.
The “golden orange” on grey/charcoal is also a nice contemporary blend and it is also not in use by any other local agency and perhaps is a little softer blend than the aqua blue.
The final earthy toned green, charcoal and white is also an option as it is more neutral and would sit back from the properties themselves.
￼Colours to stay away from are navy blue, yellow and red – please google Queenstown real estate agents to see logos of existing firms:
Sothebys New Zealand
Luxury Real Estate NZ
The Professionals NZ
Ray White NZ
Adjectives that should describe our logo / colour palate / identity and what it should convey:
Fresh Contemporary Modern Stylish Sophisticated New Trustworthy Professional Successful Self-assured
Cool Energetic Dynamic Upbeat Cultured Credible Dashing Responsible Knowledgable Exciting Confident
The logo should give us options in terms of how it is written out / utilized in different collateral. Log should not be a box logo as main use is as a header on web pages and collateral documents – so longer is better than deeper.
IQ could be the “device, but would need to have Invest Queenstown written out as part of it and needs to work both above and beside – i.e:
IQ Invest Queesntown
Will leave font / typography up to you in terms of style. Definitely not hand-written or script. Modern clean and clear font - ideally custom font