Branding for real estate firm may have gone too far with company tattoos
By Jennifer Felten
Real Estate brokerage owner, Anthony Lolli, is taking real estate branding to a new level. His company, Rapid Realty, which helps people find apartments in New York City, employs 750 people. These employees are “encouraged” to get tattoos of the company’s logo with the inducement of a permanent raise to the company’s highest commission level.
According to the company’s website, it all started when a Brooklyn agent, who was already heavily tattooed, helped a tattoo artist find a commercial space to open a new studio. The artist was so impressed by the agent’s work that he suggested that the agent get a tattoo of the company logo. The agent liked the idea, and contacted Lolli to let him know what was happening. Lolli was blown away by this display of company loyalty and immediately rushed down to pay for the tattoo himself. The idea spread from there and has garnered media attention for the company in the US and beyond.
Rapid Realty — the Real Deal?
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Jennifer Felten, Esq., Partner, 
, LLP, www.hhlawgroup.com, 699 Hampshire Road, Suite 105, Westlake Village, CA 91361, (805) 265-1031, [email protected]. Ms. Felten specializes in representing both individuals and legal entities, providing representation and guidance on a variety of real estate related matters.
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