Did you know that it takes just ninety seconds for viewers to subconsciously draw their initial conclusions about a product or brand?
The real estate industry is all about branding. A brand can be leveraged as a marketing strategy to generate leads, allowing realtors and brokerages to stand out from the competition. It includes a logo, tagline, color palette, mission statement, and overall design language. A great brand can help consumers recognize who you are immediately, which allows them to trust you more easily, creating stronger relationships and building a stronger book of business over time.
Here’s a harsh truth: Branding sets you apart from your competition. Having a name and a logo just to have one is pointless if you don’t consider the power of branding.
Marketing professionals use a simple process to build brands, but don’t be fooled by its simplicity! Branding takes disciplined, consistent work, and many startups struggle from the first step of building their brand identity.
Here are our top tips at FairLead in creating great branding that will help you generate leads for your business.
The Power of Feedback In Your Branding
DO: Listen to feedback from buyers and buyers’ agents can be a valuable tool to help you improve your brand and real estate sales. For example, if your clients tend to praise your honesty and your attention to detail, you should use this in your marketing materials. Any reviews that previous clients have posted online are also great resources.
DON’T: Ignore feedback. It’s important to stay connected online, and it also helps you build relationships with potential clients and customers.
What does it take to build a brand that truly connects?
A great brand should be:
- Memorable
- Marketable
- Distinctive
It should create a personality that sets it apart from competing brands. A great brand is an extension of its owner’s personality, which helps make it a successful business venture because people want to do business with other people.
Your clients hire, not your brokerage, after all.
Agents often make the mistake of hiding behind the branding of their brokerage. While your company’s name recognition is generally higher than your personal brand when you’re just starting out, ultimately it doesn’t allow you the freedom to do business your way. Furthermore, it makes it more difficult for people to remember a faceless brokerage rather than your own.
If Your Website Doesn’t Say Where You’re Located, You’re Missing Out
The biggest omission that real estate sites make is leaving off the state, city and communities where they work. For example, there are 46 different cities named Riverside. Your visitors need to know that they are searching in both the right city and the right state.
PRO TIP: You can turn the specific branding above into a URL that will attract more traffic to your website.
Get A Leg Up With A Boutique Real Estate Firm
Real estate is no longer about selling houses — it’s about facilitating an experience. Consumers want to feel as though they’re part of a curated community where their needs are met with personalized attention, and that’s exactly what boutique real estate does best.
In Conclusion: Why Take The Difficult Road When You Can Do It The #FairLeadWay?
We understand that our agents are not experts in graphic design, email marketing or web development. That’s why we have adopted a technology-forward approach and suite that allows our agents to easily manage these areas of their business so they can do what they do best: serve clients, close deals and generate leads.
New to the industry, or transferring from elsewhere? Send us a message and we’ll be in touch.
Find your new home at FairLead.
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