Propertymark: new consumer branding for NAEA and ARLA

Fri 10 Feb 2017

The National Association of Estate Agents is rebranding to Propertymark NAEA and the Association of Residential Letting Agents is to be known in future as Propertymark ARLA as the organisations seek to offer a more consumer-friendly face.

The rebranding, revealed by the National Federation of Property Professionals, is because of what it describes as a need for its estate agency and lettings agency bodies to respond to a fast-changing world where consumers are online to exchange information, review and judge the quality of services and products they are planning to buy. 

“Consumers are so inundated with information and messages from countless sources and channels, that being relevant and distinct is at the heart of what brands need to achieve. The fewer voices competing for awareness and recognition the better” says NFOPP.

It says that policy makers and the media are well aware of both ARLA and NAEA and regularly engage with them to create new legislation, gather information and shape opinions - and it says this vital work will continue. 

But it says the consumer is a very different proposition.

“Whether a buyer, a seller, a landlord or tenant, very few of them know that there is a professional organisation that has their interests at heart: creating and enforcing standards across the industry. NFoPP is not known to consumers at all, and a recent survey has revealed that even consumer-facing ARLA and NAEA have only about 20 per cent awareness with consumers.”

NFOPP says that Propertymark will be a more consumer-faced organisation with a clear and powerful message: “By using a Propertymark agent, you and your money are protected.”

It stresses that each of the specialist organisations will continue to serve their members and will retain individual voices, member benefits and expertise in their areas. 

The Association of Residential Letting Agents is now ARLA Propertymark, incorporating the Association of Professional Inventory Providers as ARLA Inventories.

The National Association of Estate Agents will change to NAEA Propertymark, with the Institution of Commercial and Business Agents becoming NAEA Commercial.

The National Association of Valuers and Auctioneers will become NAVA Propertymark.

The NFoPP Awarding Body will continue to be an Ofqual regulated Awarding Body under the new name of Propertymark Qualifications.

Each member organisation will be regulated by Propertymark and propertymark.co.uk.