Berkshire Hathaway HomeServices Chicago Unveils New Anthem to Help Chicagoland Buyers, Sellers and Renters Move Confidently

  • Move Confidently is Berkshire Hathaway HomeServices Chicago's new anthem. This ad is from the Move Confidently campaign.Berkshire Hathaway HomeServices Chicago

    Move Confidently is Berkshire Hathaway HomeServices Chicago's new anthem. This ad is from the Move Confidently campaign.Berkshire Hathaway HomeServices Chicago

Updated 9/9/2021 8:49 AM

Diane Glass, CEO of Chicago real estate brokerage Berkshire Hathaway HomeServices Chicago based in Libertyville, unveiled the Move Confidently anthem to the company on Aug. 19. Move Confidently works in concert with a new brand campaign that is bold and innovative and captures the BHHS Chicago story and shares it with Chicagoland and Harbor Country, Michigan buyers, sellers and renters as well as consumers and real estate brokers.

The Move Confidently campaign utilizes bold imagery that creates excitement and curiosity, and is complemented by copy that is clever, direct and witty. Original photography of BHHS Chicago agents and staff showcases real life passions and demonstrates what it is to Move Confidently personally and professionally. The tone of the campaign is warm, direct, intelligent and humbly knowledgeable.


Glass said, "One of my wildly important goals when I became CEO was to help our company tell our story to the world. We have a history that runs deep and is multi-faceted with a lot of layers, and our evolution over the past two years has been remarkable. I wanted to help our agents effectively and concisely convey what makes us - a passionate, committed community of professionals that support and uplift each other while helping buyers, sellers and renters joyfully achieve their real estate goals. We think Move Confidently is the perfect anthem to describe what we are all about. I'm excited about our future as a company, and that together we will dream boldly and serve authentically. We are Berkshire Hathaway HomeServices Chicago, and we Move Confidently."

Glass shared that the company engaged 1000Watt and Otherwise, Inc., two highly regarded creative agencies, to transparently identify, then hone the message to its essence and bring it to life. The result is a fresh, conversational vernacular that retains its professional and passionate character. Move Confidently is two simple words that establish personal connection while elevating what the firm does best and celebrating who they are.

Nancy Lerner, co-founder of Otherwise Incorporated, explained, "During extensive interviews with BHHS Chicago agents and employees, 1000Watt created a body of exceptional work that showed people feel valued, respected and appreciated. They identified that BHHS Chicago has a culture of support and connection. The resulting campaign messaging demonstrates the company's commitment to its people, their clients and consumers. Text from one ad explains, 'Buying or selling a home isn't an everyday thing. It's a - change your life - thing. Choose your real estate agent accordingly.' Text from another ad asks, 'Will you pay too much for a home? Depends on who your agent is.' We at Otherwise then worked our creative magic, using BHHS Chicago's own people rather than models to bring the stories to life in a unique way. We also created the Ring of Confidence, building on the strength of the BHHS quality seal. This graphic element honors the BHHS brand in a cool and bold way. We incorporated that ring throughout the campaign. Move Confidently is both an anthem and a campaign that describes BHHS Chicago perfectly."

The Move Confidently campaign will be on billboards, screens and glossy magazine ads as well as in the hands of the company's agents. Move Confidently is ready-made for social, digital and marketing collateral. As an exciting addition to the roll-out, all BHHS Chicago agents received a subscription to Canva Pro, the professional version of the popular graphic design program. All agent accounts had Move Confidently templates pre-loaded so that they could make the campaign their own immediately to promote their listings, events and themselves.

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For more information on the Move Confidently campaign, to view the ads or watch a behind the scenes video about the making of Move Confidently, visit


Berkshire Hathaway HomeServices Chicago is a full-service real estate firm with more than 1,400 real estate professionals and staff in 25 offices serving customers throughout the Chicago metropolitan area, the North Shore, West and Southwest communities, Southern Wisconsin, Northwest Indiana and Harbor Country, Michigan. Recognized as a Top Workplace in Chicago, their local roots are complemented by the extensive global reach of Berkshire Hathaway HomeServices, one of the nation's leading real estate brands. Clients can experience all-inclusive homeownership services from their affiliated companies: Prosperity Home Mortgage, Fort Dearborn Title, and HomeServices Insurance. Visit

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