Hearthline & Co., a boutique real estate firm with twelve agents based in Santa Barbara, sought to move beyond price competition in their market. To support this goal, we revitalized their brand identity, streamlined their lead generation process through automation, and refocused their content strategy to target clients interested in legacy properties. This comprehensive transformation positioned Hearthline & Co. to better own the legacy market segment, distinguishing the firm through a more personalized and strategic approach that aligns with the values and desires of legacy buyers.