Broker Affiliate Program brand guidelines

We help real estate brokerages bring the entire rental journey online–preparing properties, automating visitation and handling payments. Urban works with brokers, not against them.
How to use
Messaging
Referencing
Logos and usage

How to use this guide

Here at Urban we want to ensure we’re serving our customers around the globe in a recognizable and consistent way as they interact with us: on the web, marketing collateral, and in person.

These Broker Affiliate Brand Guidelines are designed for Urban’s broker affiliate ecosystem and are supplemented by our Legal Policies. Please distribute these to your brokers, marketing managers, product managers and graphic designers to ensure your marketing materials are in line with Urban branding policies.

We have designed these handy set of guidelines for you, as we recognize that it is our growing community of broker affiliates who really help us provide a positive and consistent experience. We want to make it easy for you to introduce Urban while respecting our brand and legal/licensing restrictions.

The not-so-fine print

We wouldn't say it if we didn't have to, but as an Urban broker affiliate, you need to comply with our Urban Broker Brand Guidelines and all applicable intellectual property laws in your use of brands, logos, domain names, and creative assets.

The Urban Broker Brand Guidelines are subject to change. Partners are responsible for ensuring all branding and related marketing materials, press releases, and online assets and communications are consistent with current Legal Policies. Urban may require partners and/or sponsors to change and/or remove any Branding Material it deems to violate the Urban Broker Brand Guidelines.

Costs for rebranding or new material to comply with Urban Broker Brand Guidelines shall be the sole responsibility of the broker affiliate. Failure to change and/or remove Branding Material when directed by Urban may affect your standing as a broker affiliate.

Messaging

Urban speaks like your friend, not a robot or a 70s salesman. Regardless of what we're saying, the way we say it should make the person we're talking to just a little bit happier, and their day a little bit better.

Referring to Urban

MARKETING + PROMOTIONAL

Urban

LEGAL

Urban Finder Real Estate LLC

What is Urban

Urban is the way to discover, visit and rent your new home – all online.
Urban makes renting easy, honest and empowering by bringing the entire rental journey online. Discover inspected homes, visit on your own and pay your rent monthly.
Urban makes renting your new home easy, honest and empowering by bringing the entire journey online. With Urban, you can discover inspected homes, visit on your own and pay your rent monthly.

Urban helps landlords list properties in their best light, lease them out in a whole new way, and collect rent online.

Rather than doing things the way they’ve always been done, Urban is starting with how they should be done — by making finding a new home joyful rather than painful.

Messaging for landlords

Cross platforms

Urban's landlord solutions help homeowners put their property on autopilot. Urban works for landlords with a single property or thousands.

What Urban does for Landlords

Urban is an online platform that lists and leases out your property to vetted residents. Urban also manages your property and collects rent so you can focus on what matters.

Pain points

Value propositions

Too long to rent out properties

Professional photography, virtual tours and visiting without agents

Trouble finding the right tenant

Comprehensive screening process for tenants

Lack of data to maximize property returns

Property analytics to maximize returns

Managing obligations and maintenance requests

Cleaned, inspected and maintenance management

Payment collections and checks

Digital payments and financing options for tenants without risk

Email

Copy to introduce Urban to landlords via email.

Hi {Landlord name},

I know that making sure your property is always rented and finding the right tenants isn’t easy. I’d like to take this opportunity to introduce you to Urban – an online platform which I work with to list and rent out properties to qualified residents after cleaning, inspecting and capturing your home in its best light.

Here’s a snapshot of how Urban works:

What Urban does for Renters
Urban makes renting easy, honest and empowering by bringing the entire rental journey online. With Urban, you can discover inspected homes, visit on your own and pay your rent monthly. A few other things:

  • Make an offer in-app, bringing transparency to negotiations
  • Flexible payment options such as credit and direct debit payments, and the option to pay rent in 12 payments
  • All paperwork done online

What Urban does for Landlords
Aside from what I mentioned above, a few other things:

  • Renting out properties faster through professional photography, virtual tours and visiting without agents
  • Comprehensive screening process to find the right tenants
  • Property analytics to maximize returns
  • Cleaned and inspected homes with maintenance management
  • Digital payments and financing options for tenants without any risk

Let me know if this is something you’d like to explore further and we’ll make sure to get your properties listed right away.

Thank you,
{Your name}

WhatsApp

Copy to introduce Urban to landlords via WhatsApp.

Hi {Landlord name}. Hope you’re well! I’d like to take this opportunity to introduce you to Urban – an online platform which I work with to list and rent out your property to qualified residents after cleaning, inspecting and capturing your home in its best light. Let me know if this is something you’d like to explore further and we’ll make sure to get your properties listed.

Voice and tone

Our voice is a direct extension of who Urban is – edgy, friendly and empowering. Here are a few supplementary voice guidelines and examples of how we express ourselves.

1. Use simple plain words, not industry or technical jargon.

DO

Visit homes without an agent with secure digital locks.

DON'T

Utilize our secure digital locks to book on demand.

2. Use a clear active voice, not a complicated passive one.

DO

Tala booked a viewing.

DON'T

A viewing was booked by Tala.

3. Use positive undertones rather than negative language.

DO

To pay monthly, get a low-interest installment plan.

DON'T

You can't pay monthly if you don't have an installment plan.

Referencing the program

Congratulations on being part of Urban's Broker Affiliate Program! Here's a few tips on referencing our partnership.

DO

Tell the world you have “joined Urban’s Broker Affiliate Program as a listed brokerage.”

DON'T

Assign or specify ranking, priority or superlatives, for example, “Premium Urban Broker Partner” or “Top Rated Urban Broker Partner."

DO

Tell the world you are an “Urban Broker Partner."

DON'T

Refer to yourself as a general partner, for example, “Urban partner”, “integration partner” or that you’ve “partnered with Urban."

This includes press releases, social media, references in videos, copy on your website, or in any other marketing material you may be using.

Logos

To download our logos and reference its visual guidelines check out our Brand Identity.

Terms of usage

  • The Urban logo is not to be used on property listings advertisements that are not active on Urban’s platform.
  • The Urban logo may be used on a broker affiliate website, social media, press, presentations and marketing materials upon completion of the following steps with an Urban marketing manager:
    • Review the latest Urban Broker Brand Guidelines
    • Send a mock-up that identifies the intended usage, placement and medium of the Urban logo to marketing@gourban.com
    • Receive written approval of the Urban logo usage from an Urban marketing manager
    • You may hyperlink the Urban logo to gourban.com