Domicile Properties

Domicile Properties is one my oldest clients — and it’s run by two of my favorite people, Julie and Patty Rogers. When they started their brokerage in 2002, many real estate companies were just getting their feet wet on the Internet.

We developed their initial brand, logo, business papers, collateral and web site, and took care to position them as a boutique, luxury brokerage manned by experienced experts.

Our initial tagline, “intelligent real estate” hit a nerve with buyers who were tired of hearing the same old song about bidding wars and a super-heated market. Although it seems hard to fathom now, multiple offers and over-inflated housing prices were the norm in San Francisco. It seemed everyone wanted in the real estate game, regardless of the price or suitability of the investment potential at hand. Frankly, a shack with three wall sold as well as a multi-million dollar mansion, and prices soared all over the City.

Domicile became the voice of reason. Throughout its marketing materials and web site, we struck the balance between enthusiasm for real estate and careful investment. Early on, we recognized that showing the character of the principals of the firm would be important to distinguish Domicile from larger San Francisco brokerages.

Patty and Julie became trusted counselors to their loyal clients. And when the market ultimately tanked in 2008, they were well positioned to succeed even in a down market, precisely because they had always represented themselves exactly as they are: fair, trustworthy, smart and strategic.