From personal brand to a community real estate name

Meet our client, Sweet Home Real Estate

This group of Cochrane area realtors has had a recognizable brand in the community for years. The only problem is that it was built under the name of Kendra Watt. As the team grew and new realtors joined, it was time to transition from a personal brand to a unified, collaborative group. But how do you do that without losing the trust and recognition you’ve spent years building?

In partnership with designer Tiffany of Modern Form Creative, I helped build a brand story and website that felt familiar to longtime clients while confidently introducing what’s next.

Alongside Tiffany, we shaped a warm, professional identity that reflects the Sweet Home team’s values and personality and supports their continued growth.

Here’s what I did:

Started with the voice of their clients

Before writing a single word, I sent out voice-of-customer surveys to Sweet Home’s past and current clients — the people they loved working with most.

This helped me go beyond generic real estate messaging and truly understand:

• What makes someone choose this team over another

• How real clients describe the value of working with a realtor (without industry jargon)

• What emotions, concerns, and hopes come up during the buying or selling process

By pulling directly from real client language, I was able to write copy that speaks with their audience, not at them.

Outlined the website journey

Sweet Home’s old website was more of a placeholder than a guide. We needed to make it super clear what the next step looked like when you land on their new website. I took the perspective of a first-time homebuyer or someone unfamiliar with the team and mapped the journey step-by-step (the voice of customer data really helped!). The new copy makes it simple for visitors to get the information they need and to reach out when they’re ready.

Balanced SEO with personality

Behind the scenes, the copy was carefully crafted to support both the customer journey and search engine visibility. The challenge was finding the sweet spot—niche enough to stand out, broad enough to attract. While personality led the way, strategic SEO titles, meta descriptions, and heading structure were woven throughout.

Wrote copy that sounds just like them

Then, I crafted website copy that reflects the Sweet Home’s warmth, expertise, and team approach to make potential buyers and sellers feel instantly at ease. The voice is confident but never pushy, weaving in ideas of community, the Grandfather tree, and the heart behind “home sweet home.”

I echoed this idea of rootedness throughout the copy — from the homepage hero to service descriptions — so that everything felt connected, from tagline to testimonials.

It helps clients understand exactly who they’re working with (an individual backed by a team) and why it matters.

Launched the rebrand with intention

Before their new website was launched, I created an email marketing strategy and rebrand announcement series that guided their audience through the transition with clarity and care. The emails consciously announced the rebrand and reassured long-time clients that the name might be changing, but the heart of the business was still the same.

A rebrand should help you grow into who you’re becoming, without losing who you’ve always been

If you don’t want to lose sales and brand recognition, it needs to be done with deliberation, time, and strategy. 

And just like the Kendra Watt to Sweet Home Real Estate rebrand, this often requires a collaborative approach with your vision, Modern Form Creative’s visuals, and Anika Rose Writes’ messaging.

Want to rebrand intentionally?

Reach out to Anika Rose Writes about Premium Website Copy.