To succeed in real estate, you need a recognizable brand that is used consistently on all your online and offline platforms. A winning brand will appeal to your target audience, show them they can trust you, and generate brand loyalty. It will help you stand out from the competition and set you apart as an industry leader that clients will want to seek out for help with buying or selling a home in your local area.
Building a brand can seem daunting, especially if you don't have much experience with marketing. Thankfully, it's not as complicated as it may initially seem Following are ten tips for success that will help any real estate agent stand out from the competition and present his or her business in the best possible light.
Determine Your Niche and Target Audience
If you're new to real estate, take some time to consider which target audiences would be most interested in your services. Would your business attract retirees, luxury home buyers, real estate inventors, or aspiring homeowners? Do you specialize in offering services in a certain neighborhood or area, or do you serve clients in various cities?
Even established real estate companies would do well to evaluate their target audience from time to time. Look at your website traffic statistics and sales statistics from the last year. Has your target audience changed since you first started your business? Is there one or more new target audiences that are showing interest in your business?
Knowing your niche is a must if you want to create an effective brand. It determines, in large part, which colors, styles, and images you'll use for your logo. It also determines the brand personality you'll use when writing blog and social media content.
Emphasize your UVP
Your unique value proposition (UVP) is what sets you apart from other real estate agents. Knowing your strong points will help you sell yourself as an expert in your field and attract those who are most likely to need your services and expertise.
Take some time to consider what makes your real estate agency unique. Do you offer specialized services such as handling short sales? Are you the only agent in your area to offer luxury real estate? Alternatively, you may stand out for providing top-tier customer service or for access to multiple listings not available to other agents.
Your UVP will affect how you describe your business to potential customers. It also impacts your overall brand style, although you'll want to avoid defining yourself so narrowly that it's hard to expand your services in the future.
Choose a Compelling Business Name
Your business name should clearly state who you are and what you have to offer. You can use your personal name but bear in mind that it can be hard to build a brand based on a name that people aren't immediately familiar with. Using the name of your city or state can help you build local SEO but will make it difficult for you to expand your business in the future.
Avoid using superlatives such as "best" when creating a business name. They aren't authentic and will set your business back long-term. Rather, emphasize your assets clearly yet without embellishing your company. "Caring Real Estate", for instance, sounds far more professional than "Best Real Estate Agency in (your city)"
If you need a bit of inspiration, look at competitor brand names and brand names used by non-competitors who target the same audience you want to reach. The goal isn't to copy anyone but rather to familiarize yourself with the options and create a unique name that will accurately represent your business now and in the future. You can also play around with free business name generators to get some ideas.
Design a Logo
Individuals process images far faster than words. That's why it's important to have an appealing, easy-to-remember logo that accurately represents your business.
Logos can be modern, ornate, luxurious, casual, or even amusing in style. You can use a mascot, abstract shapes, a simple icon, or even an emblem to represent your company. You can include your company name with the logo or stick to the pictorial image of your choice.
Consider your target audience and core values when designing a logo for your business. Your logo should reflect who you are while at the same time attracting people who need your services. If you’re feeling stuck and not sure what’s the best design for you, you can start by checking out how real estate company logos look like.
Choose your Color Palette and Fonts
It's best to use no more than three colors for your logo. Consider each shade with care, as colors convey a subconscious message to buyers, and you want your chosen brand colors to attract the right people to your business. Pink, for instance, has a warm, caring vibe, while blue denotes professionalism and red conveys life and vitality. Black and gold can be just right for a company selling luxury homes while orange and yellow would likely be colors of choice for real estate agents selling beach homes.
Your font should also match your overall brand. Block lettering conveys strength but can make it appear as if you're shouting. Cursive lettering conveys traditionalism and luxury; casual lettering has a friendly vibe, and modern fonts convey professionalism and trustworthiness.
Take practical considerations into account when choosing colors and fonts. You want your branding to look good not just on your blog but also on social media platforms, in email newsletters, on printed advertisements, and on business cards. It may be wise to try out various color combinations and fonts together to see which one looks the best overall.
Write Your Brand Guidelines
Now that you know your brand guidelines, you'll want to write them down and keep them in a visible location.
Writing your brand guidelines helps you remember how to present yourself when dealing with customers and potential business partners. Your guideline list will also help you identify the best marketing opportunities for your business and avoid making awkward mistakes when promoting yourself on your site and via social media.
If you hire employees, make sure they have a copy of your brand guidelines. They should familiarize themselves with these guidelines in order to present your business accurately both on and off the internet.
Create On-Brand Imagery
Images improve user experience while boosting on-site optimization. What's more, only 20% of people remember what they've read but 80% of site visitors will remember your images.
Naturally, you can't simply pick random images from a stock website if you want to succeed. The best images are unique as well as clear and high-quality. Your images also have to match your overall brand. If, for instance, you use a professional, formal tone of voice on your blog, you'll want clear photos instead of vector graphics.
On-brand imagery should be used not just on your website but also on your social media channels. Pictures get far more shares than text posts, and they show that you are a professional business that users can trust.
Build Your Website
The overwhelming majority of the world's population is online, and a whopping 97% of consumers check out a business online before visiting in person. A targeted, professional website is a must if you want to grow a successful real estate business.
Your site should be easy to view on computers as well as mobile devices. It should be properly branded, provide detailed, clear information, and have a visible call to action.
If you've won awards, display them on your site. Show off positive reviews, so new customers know they can trust you. Your business name and address should also be listed in a prominent location.
Create Social Channels
Choose three or four social channels your target audience is most likely to use. LinkedIn is the network of choice for professionals while TikTok is ideal if you are reaching young buyers. Facebook, Twitter, and YouTube are ideal for those targeting buyers of all ages and walks of life.
Make sure your channels are properly branded and update content on a regular basis. People should know when they can expect to hear from you.
Bear in mind that social media marketing isn't just about promoting your message but also interacting with users. Answer questions and comments using the same tone of voice used on your website. Address complaints in a professional manner, and actively ask users what they think and what they need from you.
Be Consistent with Your Branding on All Your Platforms
A consistent brand builds trust. Your branding colors, font, and logo should be easily recognizable on all your platforms. It should look good on your website, social media channels, promotional products, business cards, letterheads, email newsletters, etc.
Your brand persona also needs to remain consistent. Use the same tone of voice on all your platforms, including any YouTube videos or podcasts you may host. This not only builds trust but also helps people easily recognize you.
It's easy to get caught up in trends and feel the urge to change your branding to better reach a particular target audience. However, bear in mind that consumers put a premium on authenticity. Trying to be something or someone you're not can backfire by decreasing trust in your business.
A good branding strategy is an incredible asset that can boost your real estate business. Brand yourself wisely, and you'll enjoy the benefits of consumer trust, loyalty, and recognition both now and in the future.
