Market Insights


Dexter’s Umbrellas: We’ve got you covered

How did a simple idea to showcase Dexter’s new brand and new South Granville location turn into umbrellas and standing outside on the coldest, wettest day in December?

Take one new logo

When it came to creating the first items bearing the new Dexter logo, there were lots of ideas on the table. But we wanted something different. Something bold. Honest.

All the traits that inspired our updated brand demanded a fresh approach. One that better spoke to both Dexter’s history and our future—combined with our trio of new, signature greens, of course. There were lots of options. But this was Vancouver—if there’s anything that sums up a west coast winter, it’s rain.  And if there’s one thing that sums up Dexter Realty, it’s going the extra mile to make sure people are covered.


Add a group of dedicated agents and a video camera

For our first signature video with our new umbrellas, one showing our dedicated troops marching along streets with their green umbrellas held high, we needed multiple groups of agents willing to wait on street corners for our videographer’s signal. At a busy time of the year, no less! Well, we got more than we’d bargained for—over two dozen agents turned up, ready to open their umbrellas on cue!


Now, it wasn’t all smooth sailing. Our brilliant scheme of arming every group with their own radio and channel proved not quite so brilliant, as our “tower control” could only hear a single channel at a time…

Happily one of our members had worked a summer job at a trucking company, and soon we were all cosy on channel three and messages of “Control to Team 3, do you copy? Over” and “Team 2. Mark. And go!” were flying. We marched around corners, practiced our coordinated brolly opening, and gave passersby a great laugh.

Mix liberally with Vancouver rain

Stage Two of our video-making plan needed rain. Happily, Vancouver delivered (and then some).

Our plan was simple: spread cheer.

How? By holding umbrellas for people passing by and handing out change to anyone who needed some. Armed with our signature umbrellas, pockets full of change, and even more agents ready and willing to help, we set out into the frigid, pouring December rain. We’d invited our agents to add their own flair to the event, and they didn’t disappoint. From a couple of cheerful holiday hats to thank you cards to chocolates, we had goodwill covered.


The only thing we hadn’t anticipated?

Vancouverites’ inexperience with no strings attached. They just couldn’t believe they were getting something for free. We held our umbrellas high and did our best to keep them dry. “You can just take the change,” we told them. “We don’t need anything in return.”

They stared at us, completely befuddled by the lack of strings.

“Really. Use it for whatever you need,” we said. “You can pay for parking—or coffee. Or you can donate it to a homeless person or the tip jar at your favourite coffee shop. You decide!”

And enjoy the fun

When the message caught on, so did the fun! There were laughs, treks up and down the street, and lots of talk about holiday plans—even the occasional hug. Our agents stayed outside for hours, only coming in to grab some more change (maybe a square of chocolate) before heading out again.

We bought coffees for people on the run, made a homeless person’s week, and gave an elderly woman help all the way home. And the smiles were endless!

Going the extra mile is what Dexter does best. From checking every ‘t’ to dotting every ‘i’, we make sure our clients are taken care of. And if you’re ever caught in the real estate rain, you can trust that we’ve got you covered.

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