Having a logo is great, but that’s not the only ingredient in effective real estate branding. Having a slogan is great too.
But what makes the best real estate agents stand out? It’s the attention to their real estate branding!
Today, I’m going to break down the top real estate branding ideas and examples for you.
Real Estate Branding defines who you are and why people do business with you.
Branding can be one of the hardest things to get right in your real estate business.
You have tons of competition and it can seem like every real estate angle has already been tried. Plus, branding can sometimes seem like pandoras box. Once you start looking at your branding, it’s hard to see what makes your business and real estate logo unique.
Competitors all start to look the same and you start to not recognize the differences that exist. (Or can exist). The biggest challenge when defining your real estate branding strategy is finding one that is unique and pervasive. In other words, it’s hard to clearly articulate what your real estate branding identify is before it exists. This aspect of your business has to be crafted carefully overtime.
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This real estate branding guide is here to help you through that initial process. It’ll help you start clarifying your personal business goals. And then help you shape that into something that ultimately appeals to your customers.
Real Estate Branding Questions To Help You Niche Down:
#1 – What Are Your Goals?
- Where do you want to be financially in 5 years? 10 years?
- How many employees do you want? Do you want a real estate team?
- How do you want your work day to be structured?
- What are your personal life goals? How do they fit into your business.
It’s important to reevaluate your business and life while considering your real estate branding. That sounds dramatic. But do you really want to wake up everyday to sell people you hate talking too? I know I don’t. These steps help keep you in check. And provide the underlying motivation for daily activities. If you don’t have a clear link between what you work on and where you want to go, it’s hard to work.
You will see maximum success when these goals are clearly defined. And they fit into your business.
The biggest takeaway here is to prime your real estate business to work for you.
Read more about this here: real estate slogans
#2 – Who Are You Helping To Reach Those Goals?
- What is your mission?
- What do people say after they do business with you?
- How have you impacted people’s lives?
The best way to figure out the answer to this questions is to put a face on it.
Here’s a great activity:
1) Write down the names of the top 10 customers you’ve ever had.
2) Find them on a social network and print out their entire “About” profile.
3) Grab a highlighter and look at the similarities. You’ll now have actual images and snapshots into the lives of the people your business most wants to help.
The clearer you can make what you are trying to do, the better. Metaphors are ok. But seeing things in real life is the best. It keeps you motivated and can help crystallize your real estate branding process. The ideas you have for real estate branding become reality through this process. It becomes something you actually believe in.
Our next goal is to figure out how we will help those people.
#3 – How Are You Helping Them?
- How are you able to make the buying process easier for these people?
- What do they care most about? How can you give that to them?
- Can you help them save time during the process?
- Does your personality impact what you do?
The key here is to get really specific.
It’s best if you can be so specific that you almost have to coin words to describe how you are providing different value.
Perhaps you have a paperless processing system that makes the process easier.
Maybe you have an amazing track record for selling homes that you list, or your website gets way more visitors than your competitor’s site and you can show this value to the buyer. Do your buyers simply like your approach?
Whatever it is, you now are probably starting to understand what makes you unique. Let’s get into the actual real estate branding now…
Real Estate Branding Answers:
The next step in the process is translating your value.
This is a two step process. We usually break this down into a more user centeric value proposition.
And then devise a message around it.
#1 – Translate Value To Benefit
Fun Fact: Clients only care about themselves.
Sure it’s sad to see a business fail. Members of the community may talk about it for a day.
Maybe even a week. But pity rarely drives sustainable business.
You’ll only succeed to the extent that you can create a greater benefit for your client.
There are many ways to do this.
But there is only one way for you to do it.
Part one of this branding exercise outlined your goals. And then tied them to helping your clients. This is your bridge.
The unique value only you can offer is the relationship between your goals and the way you help your clients.
It might be tough to see right now. But keep thinking about it and eventually you’ll discover what it is.
#2 – Create A Unique Message
A secret to crafting your message is to focus on the graphical display of your brand.
Quick, which one of these do you trust more:
Probably the second one. It’s cleaner and has a better design.
Google analytic research has shown that consumers love easy to navigate and well-designed sites.
A good graphics starting list should be:
- Get a great real estate logo. Use it on all of your promotional material. Make sure it resonates with your target audience.
- Make a great website. Again, be sure that it is easy to use and your target audience finds what they want.
- Design email templates that reinforce the brand. Emails are often overlooked from a graphic standpoint.
- Design banner ads that support your brand. Make sure the same designer does all your graphics for consistency.
Now that your graphics are working for you, use that unique selling value you found and craft several messages around it.
- A one-sentence pitch. This should focus on the value only you can provide. I suggest writing 25 of these before choosing one. Be sure to rework the words of your pitch quarterly.
- 1 paragraph About Us. This should be a longer version of the above point.
- Call To Action for Buyers. Typically 2-3 sentence that declare your value proposition and ask for action.
- Call To Action For Sellers. Same as above except for sellers.
All of this writing insures that your real estate branding remains consistent.
There are more “standard” pieces of text your company can write out. But these four will help you solidify the value only you can provide. It will also make your real estate branding consistent.
Consistency is king when it comes to branding.
You’ll see above I recommend writing 25 messages before settling on one.
This helps you really engage the creative side.
You’ll make up phrases for points 20-25 that you just could not have thought of at the beginning. This improves consistency because you typically find a better, more natural phrase to describe your value through the process.
A natural sounding phrase will help you remain more consistent through the years.
A Guide To Personal Branding In Real Estate:
Once you’ve gone through the task of asking and answering those questions above, there comes a time when you have to decide how personal your brand is going to be.
This means you have to decide on your overall goals and business plan in real estate. Do you want to be a sole agent for the next 10-30 years? Or do you want to grow a mega team and be a leader of 10 people?
Either of these goals are fine. But the highly impact your real estate agent branding decisions.
When picking your real estate marketing strategies, you can either pick scalable tactics that are harder. Or pick non-scalable tactics that are easier. If you want a big team, you should probably focus on things like real estate SEO and websites.
If not, you can probably get away with a real estate name like “Mike Smith’s Homes” and keep the real estate brand hyper small.
Personal branding as an agent is not easier than mass branding. You still need to have consistency. You’ll want the same logo, name, headshot, and slogan everywhere. This will help people remember you in the future.
Agents that constantly change up these things usually lose repeat business over the course of a year.
You also really need to manage your internet branding.
I suggest monitoring online reviews actively with some type of tracking program. There are so many too choose from online. You can pick something like Review Trackers or Grade.us. These types of websites help realtors manage and control their real estate branding.
Think about it:
You’d have a really hard time selling real estate if there were several negative online reviews about your business!
A-Z Real Estate Branding Ideas:
What To Do Now:
Now you have a message for your business!
But that’s really only the beginning. Heck, it’s not even the beginning. You have to promote the crap out of that message now.
Here are some great places to start when promoting your real estate branding:
- 10 Real Estate Promotion Ideas
- FSBO Scripts
- 1 Site VS Multiple Real Estate Websites
- Real Estate Marketing Plan
- Social Media For Real Estate
- Real Estate Marketing Ideas
- A Beginners Guide To Real Estate SEO
- Branding Guide