Culture of excellence ‘Done Rockwell’
A key driver in the Philippine economy, real estate continues to be more competitive. This is why communication and marketing are more proactive in these challenging times.“The economy has gotten the sector very aggressive. Though competition is getting tougher, it’s also an exciting opportunity for investors and home buyers to find the best product for them. Our task is to communicate this and give the most appropriate lifestyle and experiences fit for them,” explains Tracey Castillo, Vice President for Marketing of Rockwell Land Corporation.
Aside from looking at economic indicators, the developer examines the markets’ spending patterns and attitudes. “Their perceptions of market volatility affect their appetite for investing,” says Castillo. These factors help the company to develop projects that address the market’s needs, attitudes or behavior patterns.
An early adopter, Rockwell Land has been using technology as a marketing tool. Since the pandemic, it has enabled the team to engage with more people in distant places, understand their behavior and adapt quickly than traditional processes.
“While face-to-face conversions are more personal, the digital platform has allowed our business to widen our reach and provide a virtual space where an exchange can be faster. The learnings and findings we get from all the digital efforts enable us to get to know our market more and improve our service,” says Castillo.
One of its main thrusts is to strengthen the real estate developer’s identity. Crafting the branding began as a motivation for the employees.
“Done Rockwell” is a catch-all initiative that started with the employees instilling the corporate culture of excellence and integrity.
Doing everything the Rockwell way not only became a positive habit cultivated by the employees but also boosted their confidence and company image.
“Done Rockwell” has since become a branding strategy across all materials from employee t-shirts to social media to special events such as Celebrations Done Rockwell, Experiences Done Rockwell, Shopping Done Rockwell and Christmas Cheer Done Rockwell.
The tagline differentiates Rockwell Land from other developers and attracts buyers. “It resonates with the market, especially with our core clients who know the quality and service we offer. Say it’s ‘Done Rockwell’ and we don’t have to explain to others,” says Castillo.
The branding communicates a trustworthy image to clients on how a future project would look like when it’s “Done Rockwell.”
