REX is a digital platform and full-service real estate brokerage built to disrupt the traditional brokerage model. Led all creative efforts and strategy across the organization, from a single offering in one geography, to a full-suite of services in over a dozen geos across the country
REX
A New Way to Real Estate
Disciplines:
- Branding
- UI/UX, Product Design
- Advertising Creative
- Marketing Strategy
- Copywriting
Establishing the Brand
Moodboards were developed to establish REX’s visual tone. Sketching, photography and video elements were combined to shape the brand’s concepts, aesthetics and narrative. These early visuals created the foundational language that guided all design and marketing efforts.
Defining a Modern, Approachable and Trusted Brand
The REX brand was shaped to feel modern, confident and approachable while signaling trust in a high-stakes industry. Messaging, colors, typography and imagery communicated innovation without alienating customers used to traditional real estate. The tone balanced authority with warmth, making REX both technologically advanced and people-focused, and served as the foundation for campaigns and product copy across all touchpoints.
Brand Identity, Colors and Iconography
A bold, flexible identity was supported by a refined color palette, clear iconography, and a comprehensive style guide. These elements ensured brand recognition, conveyed trust and maintained consistency across all digital, print and environmental touchpoints.
Building a Better Real Estate Experience
As a completely new brand, the challenges were vast in establishing trust and expertise while competing with the traditional real estate model. My process was to build the brand holistically and iteratively.
Web + Product
The REX platform was built through a user-centered UX and UI process. Research and wireframing defined the architecture and workflows for both buyers and sellers, while high-fidelity UI design delivered a clean, intuitive interface that showcased listings, insights and services. The REX Home Control dashboard gave customers a hub for managing home ownership, and a custom CRM streamlined workflows for agents and staff. Together, these tools formed a cohesive digital ecosystem that connected marketing, transactions and post-sale services.
Consumer-Facing Experience
From wireframing and comping to live pages, the goal was to iterate on the brand while building a user experience of trust and value.
Not long after, a buyer offering was added to the service roster and REX starting expanding into other geographies across the country. The website needed to scale to accommodate this rapid growth.
The REX Listing Detail Page is at the heart of the product experience. Servicing both seller and buyer, to facilitate the inception of the transactional process.
Customer Dashboard
REX Home Control is the customer dashboard serving both buyers and sellers. This complex tool is at the heart of the LTV of the customer retention program.
REX Home Control: A complete LTV interactive customer dashboard.
Navigation to select services such as contractor hire, utilities, security, smart tech, deals and rebates.
Market value analytics and forecasting.
Engagement with additional REX services such as mortgage, insurance and warranty.
Custom CRM
Design of REX’s custom CRM used across the organization for the management of all property listings, customers, home data and agents.
Advertising + Marketing
Campaigns spanned digital, social, out-of-home, TV and radio, achieving strong results with a 4:1 to 6:1 return on ad spend. Audience insights guided concepts and visuals, with design and copy developed together for clarity and persuasion. Work ranged from homepage takeovers and social ads to broadcast spots and billboards, all unified by a consistent brand voice that built awareness and drove conversion.
Video + Photography
Video and photography gave REX a modern, approachable feel. Shoots highlighted real homes and customers, while campaigns ranged from cinematic spots to quick social clips. Talent like Justin Turner and Kurt Warner added credibility, and every asset was art-directed for consistency across digital, social, OOH, TV and print.
Homepage Takeovers
High-visibility takeovers on Yahoo and ESPN featured bold creative, clear messaging and strong calls to action that drove significant traffic and awareness. Each was art-directed and written to align with the broader campaign narrative, ensuring consistency across digital, social and traditional channels.
Sales + Ops
Created sales materials that helped the REX team close deals and communicate value consistently. Brochures, one-sheets and decks supported in-person meetings, while digital versions were optimized for email and virtual presentations. Designed to reflect the brand and simplify information, these tools gave sales and operations a clear, cohesive way to highlight REX’s differentiators and build trust with prospects.
Impact
This work elevated REX from a promising startup to a recognized player in the national real estate market. An integrated approach to brand, UX, UI and multi-channel marketing supported rapid expansion into more than a dozen markets and positioned REX as a credible challenger to traditional brokerages. Every customer touchpoint, from digital platforms to billboards to broadcast campaigns, reinforced a modern and trusted brand presence that stood out in a highly competitive industry.
”Scott is a visionary — I’ve never worked with someone who will own the end-to-end playbook of integrated campaigns, performance marketing, and brand awareness with as much detail and care as him. He has an incredible work ethic and will level up your marketing strategy from day one. I’d work with him again in a second!
Alinne AllahverdianDirector of Digital Marketing at REX