From Startup to $70+M: How Strategic Branding Positioned a New Brokerage for Success
Harkes Realty & Associates started as a small real estate company. Within five years, they achieved $70+ million in closed transactions. Harkes stood out as a market leader among brokerages in New Jersey and Pennsylvania. Harkes signature approach teaches clients how to build wealth through real estate.
The Challenge
When Fareeda Stokes launched Harkes Realty & Associates, she faced many challenges:
Establishing a new independent brand after leaving a partnership
Differentiating her brokerage among both large and small competitors
Converting her vision for client education into a compelling market position
Attracting top talent without an established brand presence
The Story
Fareeda believes real estate is more than transactions. It's a pathway to financial freedom for her clients. Her intention was to create a real estate company built on education. One that would teach people how to build wealth by investing in property. However, translating this vision into a distinctive market position required a strategic approach.
The Process
Through my S.I.G.H.T.™ framework to Brand Building, I helped turn Fareeda's vision into market reality:
Strategize:
I conducted comprehensive market analysis of her competitors and identified gaps. I surveyed current and potential clients to understand their needs and experiences. I organized this information into a map that highlighted potential gaps.
Illuminate:
My workshops revealed Harkes' edge: they taught their clients. This wasn't just another service—it was why clients picked them over other real estate firms. While competitors focused on deals, Harkes focused on education. This approach set them apart in the market.
Generate:
I uncovered what made Harkes special. Then I turned it into a brand narrative and value statement. Now Fareeda's team has a clear message: "We teach real estate. Others just sell it."
Harness:
My brand work went beyond just words. I built a simple plan to guide everything Harkes does—from agent recruitment to sales to marketing. I tailored this plan to account for Fareeda’s time and budget. Then I gave Harkes a new look and website that shows their strength: teaching real estate.
Thrive:
The new plan helped Harkes market itself better and get noticed. Fareeda used her networking skills to build key partnerships. Now Harkes attracts strong agents who want to serve clients better than the rest.
“From the creation of a brand deck to crafting the messages that appeal to my ideal client to recommending the avenues to reach my clientele, Candice's work has been invaluable. I would recommend her to anyone who is looking to take their company to a different level.”- Fareeda Stokes Broker of Record Harkes Realty & Associates
Results Beyond Numbers
Harkes hit $70+ million in sales in 5 years. But their biggest win? Becoming the go-to educator for real estate. Now Fareeda teaches at workshops and events. She shows people how to build wealth with real estate.
This positioning has enabled Harkes to:
Attract top-performing agents who share her educational vision
Create multiple touchpoints with prospective clients through workshops and speaking engagements
Build deep community relationships through financial literacy initiatives
Establish a clear differentiation from traditional transaction-focused brokerages
Transform Your Brand
Ready to turn your vision into market leadership? My 8 week Brand Playbook package guides you through my proven S.I.G.H.T™ framework to:
Uncover your authentic market position
Develop compelling brand messaging
Create actionable marketing strategies
Design visual identity that resonates
Schedule a call with me to talk through options so you can build a vibrant brand that funds your legacy.
