You’re a realtor, not a marketer. And let’s be honest: you’re great at your job. You just don’t quite know what real estate branding is, or it’s something you haven’t quite mastered yet.
Whether or not you get it, you need real estate branding–among other things, branding confirms your credibility in the market while emotionally connecting you to your potential customers.
Here, we’re breaking down what makes a successful brand, and how to build yours.
Components of a Successful Brand
Before we show you how to make a great brand, you first need to know what sets great real estate brands apart from the rest.
You might be surprised to learn that it has nothing to do with a catchy motto or a pretty logo. Those things help, but they’re not the key to success.
High-quality real estate branding is a combination of creativity, clever marketing, and a personal approach that collectively create a coherent, consistent brand identity.
Let’s break it down.
Identifying Your Target Client
Before you learn how to market your brand, you have to know who you’re marketing to. And that involves knowing in detail who your target client is.
If your first response is, “Anyone who wants to buy a house,” you’re way off the mark.
For example, who do you primarily sell houses to? Do you sell to first-time home buyers? Older couples whose kids have flown the nest? Large families looking for a lot of space?
The specifics matter because each of the groups we just named has different needs and selling points. If you try to sell a family home to a retired couple, you’re just not going to get very far.
Once you know who your target audience is, it’s time to get personal.
No, you’re not going to talk about your dog or the type of cereal you ate for breakfast this morning. You are going to appeal to the emotional side of people.
Here’s the thing. You have all the logical reasons why someone should do business with you. So does your competitor.
Real estate is intimately attached to people’s personal lives, and you know that trust and commitment (two things you need to sell a client a house) are based on feelings, not logic.
Especially in today’s world of polished branding, it helps to create a brand that people can emotionally attach to.
Values and Beliefs
Part of this has to do with values and beliefs.
The things you believe in your own life have a way of coming out in your brand. It’s tied up in reputation.
What’s the most basic question someone asks before they decide to do business with you? Hint: it’s not “what does their logo look like?”
They ask whether or not you can be trusted.
This is where values, beliefs, and reputation go a long way in helping you establish trust with your clients. If your clients can see what you value, it helps them connect with you and trust you.
A Great Marketing Plan
Finally, you need a great marketing plan. Because while all of the things listed above will help you build a relationship with your clients, you first need your clients to find you.
A marketing plan isn’t separate from these other aspects, however. Marketing should incorporate your personal brand and values as much as your website–after all, it’s about emotional connection.
Building Your Real Estate Branding
Now that you know what you need for a great brand, let’s talk about how you build that great brand.
Evaluate the Competition
First things first: evaluate the competition.
But wait, you say, isn’t this about me? Yes, it is. Here’s the thing: your competition has definitely studied you. And if you’re not returning the favor, you’re putting yourself at a disadvantage.
Why study the competition? Because it shows you what they’re doing well. This lets you know what you can do better, how their value proposition competes with yours, and whether you can offer certain services that they don’t.
Plus, it helps ensure that your brand won’t get confused with another, which is bad business for all involved.
Remember: know thy enemy. It makes for smarter marketing.
Define Your Brand
From there, you need to define your brand.
This is for the same reason that you define your target audience and break down your competition in detail. You need to define who you are, what you stand for, and who you serve.
Generally, this will include a statement of your core values and mission, which are defined in your business plan. It seems basic, but this will help you make real decisions about how you market your business.
Why? Because if you value one thing, but this particular marketing strategy disagrees with it, your customers are going to take their business elsewhere.
Put a Look to Your Brand
Once all of this is accomplished, it’s time to do the fun stuff: put a look to your brand.
Logos and colors and mottos, oh my!
Seriously, though–the logos and brand design are important elements, but designing your brand also includes things like building your website, establishing and using your social media channels, and creating your buyer list.
Establishing your site and social media also brings you in the direction of the next step: implementing your brand. You need to express your brand in various outlets, from networking meetings to your website to direct mail campaigns.
Break Up with Your Broker
Now that you know all about real estate branding, it’s time for you to take the next step: breaking up with your broker.
The old real estate paradigm is shifting, and if you don’t shift with it, you’ll get left behind. That’s where we come in–we help you establish a sponsorship plan so your business belongs to you and you alone.
It’s that simple.
If you’re ready to get started, click here to view pricing and sign up.
And if you’ve still got questions, we’ve got answers. Use our contact page to get in touch.