Royal & SunAlliance is rebranding its 360 estate agencies as Sequence next month in a major overhaul of its property service business.
The later stages of the redesign, which has taken over a year to develop, have been overseen by chief marketing officer Mike Sommers, who joined in May (MW May 10).
The overhaul, which has cost “tens of millions” according to the company, will turn branches into “home agents”, offering advice on all aspects of house buying, property-related financial services and maintenance.
All literature, classified advertising and internal signage will be branded Sequence. The 12 brands which currently make up the division, including Barnard Marcus, will still appear on fascias but will be redesigned with the Sequence logo.
The company is considering phasing out the old names as the Sequence brand develops, and any new branches may be branded Sequence. The Royal & SunAlliance brand name will disappear from branches.
The revamped branches will be linked up by computer to provide information on houses available from the chain across the country. The computers will also provide a mortgage aggregation service, to help customers find the cheapest rates.
The company is also considering setting up a division to sell security equipment.
The brand was created by Fitch, and advertising will be through JWT Special Communications.