Categorized | Local Business

Tapping Into a Fresh Image

Posted on 15 March 2013

web Biz T&C 2

By Amy Patton

There’s a new look adorning the face of what has for the past seven years been a formidable real estate presence among the East End’s five towns. Town & Country Real Estate, headed by president and chief executive officer Judi Desiderio, recently updated its image with a fresh, modern logo and a refurbishing of its philosophy with regard to servicing residential and commercial properties.

“We had a couple of key agents in our company that came to me and said, ‘We love Town & Country. It’s a great place to work and a great place to be’.” But, explained Desiderio Tuesday while she was visiting one of her offices in Westhampton Beach, “We believed together that we needed to step up our game somehow and increase our competitive edge.”

To that end, the company’s signage, which can be spotted at homes for sale and rent across the South and North forks as well as properties west of the canal, have received what Desidirio likes to call “a business facelift.”

“I don’t like the term ‘rebranding’ necessarily,” she said.

However, the CEO said Town & Country last year decided to hire the Manhattan-based Burkhardt Ltd., an advertising and media firm, to accomplish the goal of upgrading and dusting up the company’s image. The new logo sports a modern design of the firm’s traditionally colored hunter green lettering on a crisp white background, Town & Country’s contact information and alternating taglines like “Invest in the Sea and Sky,” ideas that were promoted by the Burkhardt firm.

Desiderio said she’s hoping the investment in Town & Country’s most recently tapped marketing and advertising campaign will see real returns in the upcoming East End buying and renting high season for 2013.

“I think in some ways it’s a leap of faith,” she said, referring to the money spent related to revenues her company can expect to rake in as a result of the expenditure. “This winter our business volume was twice as much as it was in the last couple of years. But business in real estate all across the country is also so much better. I don’t think I can quantify it exactly but the new image has definitely increased morale among my staff and brokers.”

Desiderio said, when it comes to Sag Harbor, she’s all about bringing her business here. Stumbling blocks along the way, though, have so far prevented Town & Country from maintaining a presence on the village’s Main Street.

“Sag Harbor is the only other place we want to be on the East End of Long Island. The village board turned us down due to zoning law when we tried to lease a building right in the center of town last year. We’ve been actively looking for the past several years. I think Sag Harbor is a perfect fit for us and I believe we are also for them. We are an organic company. I love that the village has, through the years, been able to maintain its integrity and its beauty. It hasn’t ever become a ‘pop-up’ community for which I credit Sag Harbor’s government.”

As far as Town & Country’s future as a real estate company with roots firmly planted in the Hamptons, said Desiderio — who can most often be found at her company’s central office on East Hampton’s Main Street — “We’ve developed a solid foundation in the community for nearly a decade. We’re here to stay.

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