Alexander Hall has introduced a new brand identity as part of its growth strategy within the Foxtons Group.
- Richard Merrett, brought back as managing director, spearheaded the rebrand to reflect the company’s ‘above and beyond’ approach.
- The rebranding aligns with the ambition of improving market sentiment and capitalising on the mortgage sector’s evolving needs.
- Despite challenges from the 2022 Truss mini-Budget, Alexander Hall maintains its focus on understanding complex borrower needs.
- The brand emphasises its role as a trusted adviser, advocating for a rational approach during the emotional process of home purchasing.
In a significant move, Alexander Hall has updated its brand identity, a step taken in conjunction with the broader strategic goals of the Foxtons Group. This rebranding initiative, spearheaded by Richard Merrett upon his return as managing director, seeks to encapsulate the company’s commitment to an ‘above and beyond’ service ethos.
Richard Merrett’s leadership was a crucial catalyst for this change. He identified the need for the brand to more accurately mirror the dedicated approach of its team. “Following the seismic impact that resulted from the Truss mini-Budget in 2022, the mortgage sector has weathered what has proven to be an extremely challenging period,” Merrett specified, highlighting the growing complexities borrowers face today.
Merrett argues that the current market environment has augmented the importance of mortgage professionals who now must navigate the intricate individual needs of buyers. He articulates that providing mortgage advice transcends transactional interactions and necessitates substantial support through the emotionally charged journey of buying a home.
Alexander Hall’s renowned reputation and exceptional team are pivotal, according to Merrett, in offering real value, enabling the company to endure market fluctuations more effectively than most. “It’s about so much more than simply offering mortgage advice,” he added, underscoring their commitment to comprehensive client support.
The timing of the rebrand coincides with Alexander Hall’s strategic patience in waiting for market confidence to resurge and interest rates to stabilise. This was perceived as an optimal moment to launch their new brand platform, designed to reinforce their distinct position in a crowded marketplace of mortgage advisers.
Alexander Hall continues to pride itself on being a ‘trusted, objective adviser’, providing sound recommendations at crucial times. The new brand platform is pivotal not only for customer differentiation but also for inspiring and attracting top talent in the industry as the company aims for growth.
Merrett notes that significant changes have already been made to their operational model, focusing heavily on people, leveraging data, and augmenting their existing lead pipeline. The new brand identity articulates Alexander Hall’s differentiation from its competitors, vital for both its customer base and internal teams.
Alexander Hall’s new brand identity sets the stage for future growth while emphasising its core values and market distinction.
