- When you use clever real estate branding strategies, you make it easier for clients and your target audience to remember your company.
- Your real estate brand should consistently send a message to your customers that you are reliable, relatable, self-aware, and caring.
- You can build trust and loyalty within your network by staying connected through frequent and on-brand communications.
Level Up Your Branding
In order to attract, engage, and keep customers, it’s not enough to simply have a brand. To remain on top of the game, it’s imperative to employ smart branding strategies.
As a baseline, keep in mind that a brand is a multi-layered entity. While appearances of your logo, your website, your business card, and more matter, they are just one aspect of your real estate company’s identity. The image that clients associate with your business should look sharp and be consistent with your overall messaging. At the same time, you should be sending the same message with the service you deliver and all of your communications. That means everything from quick email updates to major presentations.
Your company is one-of-a-kind, and potential clients will want to know that! More importantly, they will want to know why. The unique identity of your business, represented by stunning creative elements and a crystal clear message will help your customers recognize and remember you. These are the main components of a well-planned real estate branding strategy.
Real Estate Branding Strategies
There’s no one-size-fits-all real estate branding strategy. Every business has its own background, company culture, target market, and goals. When testing the waters, remember that strategies are not cookie cutters. You know your business better than even the most experienced guru, so you are in the best position to decide what adjustments and customizations need to be made to your strategy.
Don’t be afraid to combine multiple strategies. You will learn more and more as you go along, and gradually refine your branding strategies until you find a system perfectly suited to your business.
Authenticity
What does it mean to be “authentic” in real estate branding? It’s about going back to the core principles of your company and making sure that every aspect of your branding reflects those principles. Forbes Magazine sums it up well: business “doesn’t come down to what you sell or what you do. It’s about who you are and what you stand for.
Everyone needs to make a livelihood, but your company is much more than just the bottom line. The values that guide how you run your business shouldn’t be tucked away in your company manual. Everyone involved in the process, especially your clients, should be made aware of your personal and professional set of values, because then they can fully appreciate it when they see you sticking to it. After all, you’re not limited to marketing your real estate services. You’re also marketing yourself.
Consistency
One way to build a strong identity is to be consistent across all marketing channels. This makes it so that clients instantly recognize messages that come from you and your team. To begin with, use the same logo on all of your emails, ads, notices, and other materials. Whenever you communicate with customers, your company should have a consistent “voice”. Are you warm and inviting, or do you address them in a more formal manner? It’s important to maintain a certain tone and impart this to your team so that your company’s voice shines through no matter the case.
All that said, “consistency” is not to be confused with “repetitiveness”. Don’t stray far from your already established brand - but do mix things up once in a while. Make your content timely. Is there a holiday coming up that you know your customers celebrate? Next time you make a post or send them an email, pair that with a cheerful greeting. This kind of extra effort shows that your company is “alive” and you aren’t just auto-sending the same old stuff they’ve seen before.
Finding Your Niche
When it comes to branding, the possibilities are endless. However, it’s not a bad thing to narrow down your options so that you can focus on only the most appealing and most effective campaigns for pulling in clients. Finding your niche might take some time, so have patience. It’s easy to get carried away with excitement over a new idea, but the reality is that not all ideas will take off, and that’s okay.
Do a test run before launching them, and don’t hesitate to pitch them to trusted colleagues whose feedback you value. Going through the motions of trial-and-error will help you pinpoint what works best for your business.
Telling a Story
Psychology today says, “People are capable of rationally processing information about alternative choices; but are unable to make decisions because they lack any sense of how they feel about the options.” When you present your customers with all the facts about your accolades and technical know-how in real estate - “information about alternative choices” - it’s probably pretty impressive. But it doesn’t necessarily influence how they relate with your company on an emotional level.
Make it easier for clients to choose you by telling them your story. Start with your “About Us” page on your website. Try to loosen up the “strictly business” vibe a little by giving them details that humanize your company. Even if they aren’t realtors, many of your clients will likely relate to your personal journey. You can also share your story through materials like video content and staff bios that add a more personal layer to your working relationship.
Identifying Pain Points
Every industry has its own downsides and turn-offs, and real estate is no exception. So it’s normal for customers to want to err on the side of caution. One branding strategy you can use to respond to this is identifying pain points, and then reassuring customers that they won’t have to worry about them when they’re working with you.
Some common fears among customers are unethical practices, generic solutions, and faceless, uncaring corporations. Potential buyers and sellers will be relieved to know that none of those will be a problem if they do business with you.
A crucial note here: You don’t have to badmouth other companies to do this. Identifying pain points simply means acknowledging that certain problems can exist within the industry, and letting your customers know that you’re putting out extra effort so that they don’t have to deal with those problems in your presence.
Online Presence
For most potential clients who want to learn more about your company, the first place to go will be your website. Be sure that your landing page offers them all of the basic information they need, as well as avenues to get even more information and to reach out to you with inquiries.
You may also want to get on social media, as this is a great way to keep your clients updated even when they aren’t visiting your site regularly. You can even direct people to your social media on your printed materials with a small note inviting them to “Find us on Facebook/Instagram!”
Providing Value
A “brand touch” is any kind of interaction between a customer and your business. To get someone from being a potential lead to a for-sure customer, you need about six to eight touches, and you need every touch to count. That’s why it’s vital to provide value with each step. You don’t want to spam them with messages. Rather, it’s a curated process of giving a little info at a time, building trust, and in doing so, ensuring that when they need a realtor, you’ll be top of mind.
Your Branding Should Help You Connect With Your Clients
You never want your customers to feel like your one and only concern is taking their money. A good real estate branding strategy fosters a positive connection with everyone in your network. It tells them that you value their business and that they can count on you to consistently deliver great service. Whether you’re reaching out through print, online, or in other media outlets like Television and radio, the “messenger” should be high-quality, just like the message itself. It might take a few tries before you find the right branding strategy, but don’t worry. It’s all part of the learning-by-doing branding process.