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Establishing a Real Estate Brand Identity to Stand Out

Posted by Pacifico "PJ" Ortiz Luis

Oct 30, 2019 8:00:00 AM

Logos and slogans are what real estate brokerages use to identify themselves. They are easily recognized, and will spark a feeling of trust and confidence with consumers who know these brands. As an agent, how will you accomplish this goal?

Building a Brand Identity for Your Real Estate Business-1

Efficitve branding is perceived by the consumer, whether through promotional activities, reputation or their previous experiences with your company.”

Establish Your Real Estate Brand Identity

Brand Yourself as the Go-To Agent

For some agents, choosing your own definable color scheme is not an option. This is because some brokerage will require agents to use their company colors. This can benefit agents because it offers a recognizable trusted brand, but it also means that other agents in that brokerage must use the same colors. This will mean you will blend in, which is the opposite of what you want. 

Instead, market yourself as the neighborhood expert. Build your name recognition instead of your visual marketing style. Building genuine relationships and nurturing them over time is what will help you stand out as the go-to-agent.

Decide on a Niche

It's okay to be the agent that focuses on homes for sale in the general area - but that means you are blending in with agents doing the same thing. To truly stand out, you'll need to establish a specialty. Ideas include millennial first-time home buyers, new construction, fixer uppers for real estate investors, etc. Not only does this give you a more concentrated audience to target, it also helps you with the search engines. It's impossible as a single agent or small team to compete with big brokerages on Google for general real estate searches. It's an easy task when you have niche that puts you at the top of the list for prospects searching for something specific.

Build Relationships in Your Community

Forming long-term connections with your prospects is crucial to any real estate business. The relationships you build today are the paychecks you cash tomorrow. Sending text messages to check in, engaging with posts on social media, and putting in the face time can return your time investment. When everybody knows who you are, word of mouth will become much more profitable than paid marketing.

Maintain Consistency

Your online persona should match your offline persona. Be sure to not exagerate anything for social media likes. Interact with people you meet in real life just like you do with online prospects. Engage them with conversation. Keep in contact. Know when the appropriate time to sell your services is.


Want to build a cohesive brand identity for your real estate business?
Find out how Zurple can help.

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Topics: Lead Generation & Engagement

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