Branding is an important part of marketing real estate. Discover how to brand yourself as a REALTOR® to build client trust and gain leads with this informative guide.
You aren’t just a sales agent, you’re also a resource for your clients. However, to establish trust that leads to conversions, you need to build authentic relationships with your base both off and online. While traditional marketing is one aspect of this, you also need to commit time to establishing an online identity as well. A great way to do this is to create a real estate brand.
What is Real Estate Branding?
Your real estate brand is your business identity. It represents who you are, what you do, how get you the job done as well as where you conduct business. Not only does your brand identity give an overall sense of the services you provide, but it’s also an important piece of credibility as an agent.
Why is Branding Important for Real Estate?
Person to person connections are an important part of real estate marketing. In today’s market, clients are looking for human connection and trust. In fact, trust was voted the #1 quality in REALTORS® by those who use their services.
By building an authentic brand for your business, you help to establish the values that consumers are looking for.
Following are the top reasons why real estate branding is an important part of your real estate business:
REALTOR® Brand Elements
Your brand goes beyond a visual presentation of your business. It also communicates your message to potential clients in a clear and concise way that is easily recognizable and sets you apart from other REALTORS®. Similar to other types of businesses, brand recognition makes you quickly and easily recognizable. This in turn helps you forge relationships and gain both new and repeat customers.
This makes having a strong brand an important part of any real estate marketing strategy. Whether you’re an agent or broker, your brand should incorporate the following elements:
Can I Have My Own Logo as a Real Estate Agent?
You can absolutely have your own logo as a real estate agent. In fact, it’s advisable that you have your own logo as it’s a key part of your branding. Generally, the branding process starts with your logo and then expands from that point.
We advise that you incorporate you name as part of your logo in addition to choosing an icon that best represents your image. In addition, it’s important that your logo translates well in both color as well as black and white. You should also save your logo as a vector image so it can be reproduced at any size without loss of quality.
If you are new agent, however, you may want to use your broker’s logo for the recognition and associated trust it has already established. You can then build your brand alongside your broker’s logo. Then create your own logo down the road once you’re better established.
Creating your own logo as part of your brand is extremely important. It’s not uncommon for agents to change the brokerage they work with. This will prevent you from losing potential clients and taking a loss when and if you switch. As well as when you reach the point that you embark out on your own.
How Do You Build a Real Estate Brand?
Your brand and real estate business plan go hand in hand. Both reflect your core values as an agent as well as your mission statement. By incorporating the two you remain consistent and send a stronger message to those you want to work with.
Here is how to build your real estate brand.
Define Your Personal Branding
The first step to building a successful real estate brand to is define what your personal branding as a real estate agent is. Focus on three qualities that set you apart from other agents and aid in your achievements. These may be incorporated into your brand story.
What is a Brand Story?
Your brand story helps to create the connections that build your business relationships. This story is built through your REALTOR® bio as well as your social media posts. It should represent your brand’s visual image in addition to telling your story.
Identify Your Target Audience
Once you’ve done this, you also need to identify your client base. Consider defining your brand by a niche market that you flourish in. Determining your target audience and demographic will offer a clear route to helping you create real estate branding that reaches the clientele you want.
Form a Mission Statement
Consider your values to form a strong mission statement and determine your advantages over the competition. Focus on your differences and how they help you excel in certain areas where others have not.
Consider How Others Will View You
How you want clients to view you is another important consideration. Your real estate branding reflects both you and your work. Think about how the different aspects of your branding will translate to your target audience.
Put It into Action
Once you’ve defined your brand and created a logo, it’s time to put it into action. Use your brand colors, logo and mission statement on your website and across other forms of digital real estate marketing, including social media posts, which are designed to make connections.
In addition to your digital marketing, you should also incorporate your brand into your business cards and other physical marketing materials such as promotional calendars, custom magnets, and direct mail marketing.
Adapt as Needed
The market is always changing and evolving. As it does, you may need to adapt your real estate branding to keep up with these changes. Lots of companies rebrand their products or business after time to reflect new views or challenges. Likewise, don’t be afraid to let your brand and transform as needed down the road.
Tie Your Branding into Your Real Estate Website
Now that you know how to brand yourself as a REALTOR®, don’t forget to also focus on your website! Not only should your branding be reflected on your site, but your about page is also deserving of the same attention.
Your real estate bio is the 3rd most viewed page on your website. It can also be the determining factor for gaining new leads or clients.
You can easily tie in your brand in with your REALTOR® about page for a cohesive user experience. Learn how to write a killer real estate bio here.
More Real Estate Marketing Tips
As indicated, real estate branding is an important aspect of your marketing. It’s also a significant first step when formulating a marketing strategy for your business.
Once you’ve established your brand, you can move incorporate it into your advertising. Here are some helpful posts on how to market yourself as a REALTOR® once this is done: