According to Carlo

The Challenge

After recently rebranding Royal LePage Realty Plus, the next step was to take the brokerage beyond a refreshed visual identity and give the brand a stronger voice.

At the centre of the brokerage was something that couldn’t be created through design alone: Carlo Racioppo’s more than 40 years of experience in real estate. Having built his career through multiple market cycles and grown Realty Plus under his leadership, Carlo had decades of perspective, relationships and industry knowledge that had largely lived within the walls of the brokerage.

The opportunity was to turn that experience into something bigger. Rather than simply creating more real estate content, we wanted to establish a platform where Carlo could have the conversations the industry wasn’t always having openly. The challenge was creating something that felt credible and established, but still candid, relevant and distinctly Carlo.

What We Did

We created According to Carlo, a podcast and content platform designed to extend the newly elevated Royal LePage Realty Plus brand through thought leadership, conversation and personality.

The concept was built around Carlo’s straightforward approach to the industry. Instead of highly scripted conversations or surface level market commentary, the podcast created space for honest discussions with respected voices across real estate, business, finance and related industries.

The brand, creative direction and digital experience were developed as an extension of Royal LePage Realty Plus while giving According to Carlo an identity of its own. Episodes explore everything from market realities and mortgages to brokerage leadership, building real estate businesses, legal perspectives and the lessons that come from decades in the industry.

More importantly, the podcast transformed Carlo from simply being the leader behind the brokerage into a visible voice for it. Each conversation became long form content that could live on the website while also creating an ongoing source of digital and social content for the broader Royal LePage Realty Plus brand.

Results

According to Carlo has become the next evolution of the Royal LePage Realty Plus rebrand, turning the brokerage’s experience, leadership and point of view into a media platform of its own.

Season One has grown to 13 episodes, featuring conversations with established industry figures and covering topics ranging from market conditions and mortgages to leadership, resilience, business building and the future of real estate.

But the larger result is what the podcast has done for the brand. Royal LePage Realty Plus is no longer relying solely on traditional brokerage marketing to communicate who it is. Through Carlo, the brand now has a recognizable voice, a growing library of original content and a platform for participating in bigger industry conversations.

What started as the next step after a brokerage rebrand became something much more valuable: a way to turn more than four decades of experience into content, conversation and thought leadership that continues to elevate both Carlo and Royal LePage Realty Plus.