One way to breathe new life into an old brand is to aggressively leverage social media technology, and that's exactly what Better Homes and Gardens Real Estate LLC, a startup launched (at a tech conference) in San Francisco three years ago is doing.
The company, which is headquartered in Parsippany, New Jersey, licensed the right to use the household name of the magazine founded in 1922 from media giant Meredith. The license runs for 100 years.
"On the one hand we had to overcome the stigma of 'that's a magazine my grandma used to read,' " explains BHGRE's president and CEO Sherry Chris. "But on the other, it's got 97% brand recognition. Now we're building it out on a social platform to reach out to the next generation of buyers, sellers, agents and brokers."
As of two weeks ago, the company became the only real estate franchise whose content appears on Flipboard, the fast-growing Palo Alto "social magazine" that aggregates content (without ads) on the iPad.