LJ Hooker – ‘When you know, you know.’™

The Challenge

Iconic real estate brand LJ Hooker engaged Toast to help refresh its brand identity. With a global network of 600 offices, it was essential that the organisation’s key messaging was aligned across every touchpoint to create a unified brand image.

The brief was to create a flexible tagline that would create a consistent, compelling approach to communication network-wide.

LJ Hooker’s messaging needed to apply from a corporate, head office level, right through to the level of specific franchisees. This tagline also needed to reflect the customer-centric values that are at the core of the brand’s identity.

Our Solution

Toast’s first actions were to go back to the business’ roots. We conducted a number of interviews and workshops with LJ Hooker stakeholders from across the country and identified that, for the average consumer, buying or selling property is a big life moment that is heavily influenced by gut-led decision-making instincts.

This insight, coupled with Leslie Joseph Hooker’s long-standing belief that “Real Estate is not about houses, it’s about people” inspired our strategic process.

The end result? The flexible, relatable tagline ‘When you know, you know.’ The new positioning statement encompasses the brand’s 92 years of industry experience, placing people, trust and results at the core.

This tagline has also been created with flexibility in mind, allowing it to be customised to meet the needs of franchisees nation-wide.

The outcomes of this process were summarised in a comprehensive Brand Kit, which embarked LJ Hooker’s network on the brand refresh journey and outlined clear instructions for implementation.

Toast is proud to have developed this flexible tagline, which positions LJ Hooker as a contemporary, people-centric organisation and the go-to option for real estate services.