Our logo/branding needs to have very broad appeal.
Our target audience is pretty expansive: blue-chip financial institutions, sophisticated investors, first-time home buyers, home owners/sellers, real estate agents, etc.
So it needs to be appealing to both a young, hip, first-time home buyer, and to a mature, stodgy, senior executive at a bank.
We could be facilitating the sale of a dilapidated fixer-upper, starter home/condo, high-end luxury estate, or a high-rise office building.
We may incorporate items other than homes, real estate, etc so we do NOT want to have the home/real estate theme incorporated into the logo.