Week 7: What’s In a Name – ROOST Real Estate Co.

People often ask Chris, “How did you come up with the name ROOST?” He usually replies, and only half in jest that Zillow was already taken. Here is how it really happened.

Chris learned over the years the value of working with experts. In early 2013, Chis met Andy Hayes of Hucklebuck Design. Andy is an expert at creating brands. Chris respected Andy’s artistic sensibility and marketing savvy. They began a dialogue that resulted in a set of brand ‘elements’ that really reflected the company Chris had in mind. The four elements are:

Smart

Passionate

Supportive

Approachable

You would think coming up with a name for a real estate company would be easy but it was not. Andy and Chris generated literally hundreds of names, and at one point, even conducted an online naming contest.

Every name had to be run through at least four filters. First, it had to embody the brand elements Smart, Passionate, Supportive and Approachable. Second, Andy and Chris subjected each name to a quick Google search to see if it was in use. Third, they had to be sure the Ohio Division of Real Estate would allow them to license the name. And fourth, they needed to check to see of the name could be trademarked.

After several weeks of deliberation, Chris and Andy settled on ROOST Real Estate Co. The colors, logos, fonts, and tag lines soon followed. We think the name reflects our unique position in the real estate industry and also conveys a sense of fun and excitement.

ROOST Real Estate Co. For the way you want to live today

Stay tuned for next week’s lesson: Our “Family” of Brands