How to Brand Yourself as a Real Estate Agent

Real Estate Agent Branding, How to Brand Yourself as a Real Estate AgentWhen most of us think of brands, we think of logos from consumer product companies like Nike and Apple. These are certainly powerful images that stick in your head and may even compel you to buy.

As a real estate agent, you want to do the same thing. You want to stand out in a crowd and have a memorable image that makes buyers and sellers remember you and want to work with you.

What Is a Brand?
Many people confuse logos with brands. Logos are only part of a brand. In marketing, a brand is the sum total of the impressions that customers (or clients) have of your business. In other words, it’s the impressions that are made from what you say, your actions, your marketing pieces, your signage, and even your business card and voicemail message. Big multi-national companies have large teams of experts that spend millions of dollars each year on defining their brands because it can literally make or break their ability to sell products or services.

What Makes a Good Brand?
We’ve all seen a bad logo and read a dreary brochure. We know a bad brand when we see it. Yet, what are the components of a good brand? It should generate a positive response and spawn a sense of comfort and connection. Clients put their trust in the hands of a real estate agent. Because of this, they are looking for a brand they can feel comfortable with.

Clichés and less than sincere messaging do little to motivate a potential client. Slogans like “Let me find your dream home” sound trite and unrealistic. Direct mail pieces with poor quality images and typos communicate that you don’t care about details and are lacking necessary professionalism.

Creating Your Unique Real Estate Brand

Whether you’re new to real estate or just need a fine-tuning of your brand, a good place to start is looking at your competition. A good brand is unique. You don’t want to look like everyone else who is selling homes in your target neighborhoods. You want to stand out in a good way. This begins with infusing your distinct personality into your brand.
It’s also important to consider your potential clients as you build your brand. What are they looking for? How can you communicate your brand and competitive differentiators in a way that resonates with them? Other questions to consider:

• What are the types of houses and neighborhoods that you’re targeting?
• Are you more focused on buyers or sellers?
• Do you mostly obtain your business by referral or other forms of marketing?
• What are your competitors doing to market themselves?

Answers to these questions will guide your way toward building a strong brand that reflects what’s unique about you.

Getting Your Brand Out There

With your personal brand developed, it’s time to roll it out to your prospective and existing clients. There are countless ways to accomplish this. A few ideas to get you started:

• Signage
Print collateral pieces like brochures, flyers, direct mail pieces, and capabilities packages
• Phone messaging
• Your headshot
• Business cards
• Your wardrobe
• Your vehicle (a magnetic door sign or a vanity plate)
• Freebies like pens, calendars, and mugs
• Email newsletters
• Website
• Blog
• Social media
• Print and outside advertising
• Events and speeches

Staying On Brand
Once you’ve established a brand and started sharing it with your target audiences, it’s important to closely monitor it for consistency. Your style, colors, messaging, and design must stay consistent for it to become memorable and for your brand to gain value. On an ongoing basis, you should audit your brand across every marketing channel to check for consistency. Yes, this can be time-consuming, but it’s vital to the long-term success of your brand. For many real estate professionals, a marketing platform that offers a variety of products and solutions is fundamental to building a consistent brand.

Evolving Your Brand
Like with personal style, brands need to evolve over time. Fonts can fall out of favor. Colors can begin to look tired. Photos need to be updated. If you plan to stay in the real estate business for a while, you will need to modify your brand over time to adjust to changing market preferences. We’ve all met the realtor with business cards that look like they’re from the 1980s. To prospective customers, this agent is unlikely to be up-to-date on the latest market trends, laws, and technologies that are impacting the rapidly-evolving real estate industry.

No Brand Is a Brand
Are you thinking that you just don’t have the time to spend building a brand for your real estate business? You may want to consider that whether you are purposefully making brand decisions or not, you’ll create an image for yourself. With no clear brand direction, it’s likely to be an inconsistent, unfocused brand that does little to encourage prospective clients and others to take the next step – even if you’re a fantastic realtor with a track record for success.

In today’s image-focused world, a strong brand is a tremendous advantage for any real estate agent. With a little thought and effort, you can go a long way to making a brand that is as unique as you and as powerful as you want it to be.

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