If you’re not branding your business, you better believe that someone else is doing it for you! Today, I’m going to show you everything you need to know about real estate branding.
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Real Estate Branding: The Ultimate Guide
Why Real Estate Branding is Crucial Today
Online Advertising Requires it…
The best feature of Facebook Advertising is the targeting capabilities. But if you don’t know who your target audience is, you’ll be penalized with higher ad costs and lower click-through rates (at best) and rendered incapable of running ads altogether (at worst).
Branding makes your life easier…
When you nail down your branding, marketing becomes a cinch. You can create materials with ease, spend your advertising dollars well, work with people you love, and have so much more fun doing it all!
In the absence of branding…
You look exactly like your competitors. And if people can’t differentiate between you and a competitor, who will they know who to choose?
If you’re not branding business…
Other people will. Yes, this includes your referrals, competitors, past clients, and partners. Give people a way to describe your business. Don’t leave it up to chance.
So, let’s take a minute to nail down your real estate branding, okay?
1. Start With The Data
Gather as much information as possible on your geographic farm. So many agents come to me and ask if they should brand themselves based on something that interests them. And although that’s a good place to start, it won’t do you any good to brand yourself as the local horse property expert if your farm is downtown and never leaves the city.
So you need to start with the data.
Know your numbers when it comes to:
- Household Income
- Marital Status
- Parental Status
- Job Types
You also need to familiarize yourself with local:
- Home Types
- Things To Do
2. Create A Client Avatar
Armed with all of the data and knowledge above, it’s time to create an avatar of your ideal client.
Who Is Your Ideal Client?
If you’re a seasoned agent, think about all of the people who you’ve worked with in the past. Think about the types of clients that were an absolute dream to work (and those who weren’t). Do you notice any patterns?
If you’re brand new, your Avatar may be a reflection of you (or who you aspire to be).
When I first started out as a real estate agent, I was extremely frustrated by the fact that I was being taught so many outdated methods of marketing. I had a tech background and came from a senior management position at a popular social media company.
I’m also a millennial, so door-knocking, cold-calling, and pumpkin pie dumping made absolutely no sense to me. And despite my better judgment, I attempted to master these old school methods of marketing, but quickly realized that it wasn’t welcome in my farm.
This is because everyone in my farm is just like me – young newlyweds or young parents. And young people don’t want to calls, knocks, or junk mail. When I came to grips with this, I switched up my marketing methods to include things that I would be responsive to. And once I did that, I started getting leads.
Interview Someone Who Is Exactly Your Ideal Client
Once you know who your ideal client is, take her out to lunch and ask her what she wants, needs, or is frustrated with when working with a Realtor. Asking these types of questions will give you a world of insight and equip you with the information you need to get more clients just like her.
3. Create your Unique Selling Proposition
In the eyes of a lead, all Realtors are the same.
And there is some truth to this because most Realtors are afraid to stand out. They look around at what everyone else is doing and become a chameleon in the process. But camouflage doesn’t get you hired. This is because, at first glance, the lead can’t tell why they should choose you over someone else.
Stop being a wallflower! Make it clear and obvious why someone would (and should) want to work with you.
To do this, you need to create a unique selling proposition that clearly defines why you are the best person for that client.
What sets you apart?
- Online Marketing
- Closing Skills
- Market Knowledge
- Negotiation Skills
- Networking Skills
- Facebook Advertising
- Design Skills
- Past Work History
4. Start Branding Your Business
This is the fun part!
Name Your Brand
If you have to choose between your name or your branding your audience, always choose your audience!
“Houston Living” will always be a better brand name than “Jane Smith.”
This is because speaking to your ideal audience will ensure that you are attracting the right people. When they see your branding, they need to know (instantly) that you are speaking directly to them. When your audience feels like you know what they want, fear, and hate… they’re more likely to like, trust, and remember you.
Create Your Hook
These days, a slogan isn’t good enough – especially if it’s cheesy. You need a hook.
Your hook is the reason why someone should work with you. For instance, the hook for Honey Bar Media is: “Learn to attract real estate leads, sales, and referrals online.”
After much trial and error, I chose this hook because it attracts the right audience (i.e. real estate agents that want to learn online lead gen) and repels the wrong audience (i.e. people who are not agents, or don’t want to learn, or don’t believe in online lead gen).
Pick Your Colors
Most agents just choose the same colors as their brokerage and I don’t really understand why. Choosing the right colors can make such a big difference in your branding and help you to speak to your audience in ways that words, fonts, and photos can’t.
Design A Logo
Please don’t spend too much time here. I see so many new agents that get so stymied by logo design that they fail to launch their businesses!
If you’re in a pinch, and you need a logo, just use text in your branded colors and move on!
5. Add It To Your Marketing Materials
Now it’s time to put everything together!
Add all of the elements above to:
- Your Website
- Agent Bio
- Facebook Page
- Business Cards
- Your Yard Signs
- Your Postcards
- Your Print
Agents Who’ve Nailed Real Estate Branding
Matt Beall includes everything that you need to know about moving, buying, selling, and vacationing in Hawaii!
Jill Hertzberg and Jill Eber brand themselves as the perfect dynamic duo (and it works)!
Raj Qasar has built the ultimate luxury real estate company with a boutique experience!
Sue Benson, AKA the Pink Lady of Real Estate, has branded herself (and her color) flawlessly!
Marian Yon Maguire and Rhonda Sanderford have built a team based on everyone’s favorite word (and the first letters of their last names).
Thanks for reading this article about real estate branding! What was your biggest takeaway?