Background:

Kieren Parata launched Parata Property in October 2023 after he and his wife Mackenzie built a multi-million-dollar property portfolio in two years, starting from jobs at a gym and Bunnings. In early 2024 he came to me knowing he needed help with his brand to build a profitable business, and his goal was to show others how to create the same freedom he and Mackenzie had created for themselves.

The Challenge:

When I began working with Kieren, I identified the following issues:

• His visual brand looked like a construction or real estate company, with a logo that blended in with every builder and agent in the market
• The brand felt average and carried none of the remarkable story behind the business
• His messaging described a service, buying property, while his audience were searching for a whole new way of living
• He was competing in a crowded buyer’s agent market with nothing that clearly set him apart
• His audience of middle-income earners aged 25 to 45 were wary of sleazy salespeople in the wealth space and needed a brand they could trust

The Discovery:

Through deep questioning of Kieren’s story, I uncovered what truly drove him. He and Mackenzie were in their early twenties, working multiple jobs with no mentor and no insider connections, and they built their portfolio to create a completely new way of life. They love luxurious experiences and spending their time and money exactly how they want, and they made a promise to open the door for others once they had figured it out.

I also discovered the meaning in his name. Parata is a Māori surname meaning brother or brothers, which connected beautifully to Kieren’s passion for community and growing together, and its Latin root, paratus, means prepared or ready.

The Breakthrough:

As I listened to Kieren’s story, I saw that property was the vehicle and the freedom it created was what people truly wanted. So I zagged the brand and positioned Parata Property as an aspirational lifestyle brand, with the buyer’s agency as the way clients make that lifestyle happen.

I distilled his entire brand essence into one line: Live Life on Your Terms. This became the cornerstone of everything, from the vision of helping people create financial freedom within a supportive community, to the values of Grow Together, Escape Normal, Take Control, Expand & Grow and Give Generously. It gave Kieren a story his audience could see themselves in, and a brand people aspire to be part of.

The Upgrade:

With this strategic foundation in place, I led the brand transformation and then stayed on as his brand consultant through regular sessions to grow the brand across the business:

Visual Identity

• Created a visual direction built on royal jewel tones of sapphire blue, emerald green and ruby red, leading with sapphire blue for trust
• Directed a regal, luxurious and textured look with a serif in the type hierarchy and a high-end emblem
• Sourced the designer and worked closely with her to bring the logo and identity to life
• Shaped a suave, warm and assured brand personality with a confident, supportive and inspiring tone of voice

Strategic Architecture

• Designed a luxury referral program tied to Crown stays, because the brand is all about experiences
• Created a tiered membership program with Diamond level for portfolios over $1 million with exclusive dinners to leverage aspirational branding strategies into the brand
• Built exclusive email marketing, including a welcome nurture sequence and a post-strategy-call follow-up sequence
• Created an event strategy that brings clients together to celebrate wins and grow the community.
• Developed the Parata Property Blueprint lead magnet and client success story content
• Refined website copy into confident, present-tense language and guided SEO, Google reviews and award entries
• Shaped social messaging, including regular “just purchased” posts that show the momentum of the business
• Connected Kieren with top tier suppliers to help support the growth of his business.

The Results:

Parata Property transformed from an average, construction-style brand into a powerful, luxurious lifestyle brand that now looks international. Clients connect deeply with the vision of living life on their terms, and the business has grown a thriving community through quarterly client events.

Monthly revenue grew from $20,000 in early 2024 to Kieren’s first six-figure month by October 2024. The brand now stands out as a premium choice in the property space, with loyalty and demand growing as clients see themselves in the Parata Property story.