Doorify MLS
OUR CHALLENGE.
New goals require strategic change. Triangle MLS had outgrown its roots. Its name and positioning were holding them back. TMLS serves over 16,000 subscribers, many of whom are well beyond the Triangle. And something big was taking shape. Missional to the organization was this brief, “doors are made for opening.”
Whether it’s members joining or challenges to homeownership, Triangle MLS believes in placing a door where there are barriers. They needed a customer-first, brand strategy to reach members, more consumers and communities in North Carolina. And they wanted to be perceived as a leader in organized real estate.
OUR SOLUTION.
Their mission to advance equity, support community, and deliver excellence is something Agency McKenna could get behind. But the organization lacked the spark, the ignition to telegraph that mission to its subscribers and to consumers. That’s where we jumped in. With a little branding magic, more doors to homeownership are opening.
NEW CONSUMER PORTAL.
We talk with broker owners about equity, access and affordability. Now we’re including homebuyers and sellers as a target persona. Telling the story of why it’s important to use a professional. Before, we had no branded vehicle to send to consumers. With DoorifyMLS.com, we can guarantee consumers will get source data on every home in our market. This site will have more information about affordability. You wouldn’t normally find on a broker’s website. Offering people who are underhoused, education and a clear path to homeownership.”
– Matt Fowler

CONSUMER BRAND LAUNCH.
Doorify MLS needed to position itself in a relatable way that speaks to the heart of consumers. Why is a home so important? Through lifestyle messaging and imagery, Agency McKenna developed a digital media campaign, content stories and email marketing. Our goal is to build relationships and make the marketing approachable and engaging.




“On the next project we did together, the renaming of the company, my whole team saw what happens when the near-magical combination of that depth of experience and genuinely creative minds. Agency McKenna’s results were thoroughly new, yet somehow still iconic, bold but grounded and smart.”
YOUR BRAND IDENTITY DEFINES WHO YOU ARE.
We believe brand identities drive markets. The berry color and teal are the first things to hit you. Presenting a friendly, innovative color palette. The name leads into a silhouette of a door and on the other side, the MLS providing accurate, trusted real estate data. Lowercase doorify makes the organization more accessible and approachable. Once more, the berry color signifies both residents and community. Teal color represents data and trust.


YOUR BRAND PROMISE IS EVERYTHING.
Connecting People with Property is both unique and trademarked. What used to be a B2B-focused organization, now targets B2C relationships with consumers. And complements the efforts of brokerages and agents. Doorify MLS is THE source of real-time, accurate, trusted data. What’s more, the tagline telegraphs a message beyond the data source to create more value for consumers and communities. Doorify MLS delivers on its promise.
STRONGER RELATIONSHIPS WITH SUBSCRIBERS.
It’s important that real estate professionals have a deeper relationship with Doorify MLS. After all, it’s where 16,000 members call home! Going beyond names and titles, Agency McKenna created the “Get to Know the Board” campaign to humanize the Board of Directors. And bridge the gap between MLS subscribers, elected leaders and the brand.

BRAND LAUNCH WITH STAFF.
One of the best ways to launch a new brand is from the inside-out. We developed an immersive experience for frontline MLS staff. A launch event, SWAG, teaser videos catalyzed leaders into brand ambassadors. This demonstrated that Doorify MLS is tech-forward, intentional and with it. As a leading proptech company, it should be.





Agency McKenna led the entire process of our rebranding including legal trademark and some other aspects of the rebrand we may not have fully considered, back to their DoK (domain of knowledge). The result is more consumer-friendly, immediately recognizable as such, and connects squarely with our brand objectives regarding homebuyers and sellers.”