While logos and slogans are important, several other elements are needed to build a successful real estate brand identity that leaves a deep and lasting impression on your prospects.
According to Retention Science, effective branding “has very little to do with prices or money, but has everything to do with how your brand is perceived by the consumer, whether through promotional activities, reputation or their previous experiences with your company.”
Building a Brand Identity for Your Real Estate Business
Why Brand Yourself?
A brand identity is comprised of the who, what, how, where, and why of your business. Not only is it one of the most important cues that leads look for to know you take your business seriously, but it ultimately sets the tone for how your brand operates. Done right, it has the ability to transform on-the-fence prospects into repeat customers.
Define Your Specialties
From first-time homebuyers to foreclosures, real estate agents tend to achieve a greater level of success by clearly identifying their expertise in a specific geographic area or property type. If you don’t have a specialty, shift your focus on the values and services that make your real estate business unique and sets it apart from the competition.
The ultimate way to build credibility in your real estate brand is by staying up-to-date with the latest industry trends and forming long-term connections with your prospects. This involves making sure your website is optimized, your social media feed is well-managed, and that there are open lines of communication between you and your real estate leads. If you have a solid track record of success in these areas, your brand will be recognized as trustworthy and attract people from all walks of life to do business with you.
Whether you’re online or offline, consistency is key to the growth of your real estate business. Be sure to represent brand the same way across all mediums and platforms. Most people can spot a disingenuous brand from a mile away, which doesn’t bode well when handling larger investments. So, be consistent in what your brand represents, and also in the experience clients can expect from your brand.