Whether you are broker for a nationally recognized agency or the owner of a boutique real estate firm, branding is essential to establishing a community presence and growing your business. In fact, a strong brand identity is something you will find across all thriving real estate teams. However, effective branding means more than creating an eye-catching logo, designing a one-of-a-kind font, or writing a witty tagline. Branding is intentional, and a successful brand image means taking the time to understand your audience and define how you are better equipped to meet their needs than the competition. Make that your consistent focus and you are on your way to a solid realty brand.
Here are a few real estate branding ideas and tips to help you establish a strong brand identity for your realtor office.
SPECIALIZE:
In what areas does your real estate agency excel? First time homebuyers? Foreclosures? Commercial real estate? Luxury homes? Create specialized marketing pieces that clearly identify your expertise in a specified area. If you don’t have a specialty, focus on the values, strengths, and services that make your agency and real estate agents stand apart from the rest. Whether it’s deal volume, moving assistance, company culture, or realty experience, your brand should speak to the aspects that make your agency or brokerage unique.
EDUCATE:
A successful branding initiative takes into account what the client’s needs are and tailors content to address them. Your blog, social media channels, and on-hold program are useful tools for educating consumers on the topics that are important to them. Share information with prospective buyers on the features of various neighborhoods, new real estate developments, and locals schools. Appeal to sellers with detailed market trends and tips for securing a quick sale. Great content shows your authority and helps your customers at the same time.
INSPIRE:
When you consider impactful brands across a variety of industries, they all have one thing in common…they make you feel something. Real estate branding is no different. Consider what types of feelings you want evoke in your prospective clients. Do you want them to perceive your agency as capable, high-end, trendy, economical? Branding is all about creating a relationship between realtor and consumer. Know your market and adapt your brand accordingly.
EVALUATE:
Successful branding doesn’t happen overnight. You need to be consistent, capitalize on all opportunities, and learn through trial and error. What works in one market may not work in another. Take time to evaluate what has been successful in the past and what new initiatives you want to try moving forward. If your real estate branding has fallen flat or doesn’t accurately represent your agency, values, and services. It may be time to create something new.
NETWORK:
According to real estate investor and educator Than Merrill, branding is the precursor to customer loyalty. Not everyone is in the market to buy or sell a home at the moment, but creating a recognizable presence now can pay off when your services are needed down the road. Participating in fundraisers, advertising at community events, and creating strategic business partnerships with other local businesses are great ways to boost your brand and get your agency noticed.
INTEGRATE:
Your brand shouldn’t just be confined to your website and promotional materials. You want to create a unique, recognizable image that is integrated across multiple platforms. From your social media pages to business cards, email marketing, and more, every aspect of your agency should share a unified message for maximum impact. Your custom on-hold program is also a cost-effective way to promote your strengths and test out a variety of branding strategies. Not only does it allow you to share your vision, strengths, and accolades with a captive audience, but you can update your messaging with the season or to promote new branding initiatives.
