In an age of personal branding, intense competition, and lots of potential options for buyers, building a brand as a real estate agent is now more important than ever.
And let’s be honest.
Building a strong brand in any industry takes time and commitment. But the benefits far outweigh the costs.
If you’re not convinced yet, here’s why you need to start thinking about branding:
- Branding helps make a good first impression
- It communicates who you are and your story
- Branding creates trust and a feeling of reliability
- Creates loyal customers
- It adds a layer of professionalism
- It supports advertising
- Branding adds to the overall value of your business
For more details on why branding is important, click here.
So how do you implement good branding practices and reap all the benefits listed above in the real estate industry? Keep reading and I’ll show you.
1. Nail Down Your Name & Logo
Your name and logo are the face of your brand. They’re often times the first things people will see when they come in contact with you and you want these two things to be on point to stand out from the crowd.
If you’re a solo realtor, it’s totally fine to use your own name! If you’re a group of realtors or a larger business you could also consider another name. Keep in mind there are no hard and fast rules for naming. The name can be descriptive, abstract, or even an acronym! For this article we will use the name Hometracker.
Whatever name you settle on, it’s important to think about how it’s presented from your choice of fonts, colors, and so on. Consistency is key to building a solid brand so it’s best to settle on something you really like in the beginning, this way people can start to build associations to your brand.
In addition to a name, you may also want to consider a logo. There are a ton of options out there to getting a logo from hiring a designer, holding a contest, or even trying to design one yourself!
Our service provides a relatively fast option to get a professionally designed logo in minutes. We collaborate with top class designers who upload their work to our site and then we screen all incoming logos with our team of trained professionals. This ensures a high level of quality for all of the logos on our site, made instantly available to business owners. This quick video explains a bit more about what we do at New Glue.
These are just a few of the high quality real estate logos you can find on NewGlue.
2. Create A Strong Online Presence
Never-mind not being online, if you’re not killing it on the internet then you’re plain and simply getting left behind! Let’s break this point down into two smaller points, both of which are extremely important for your brand:
- Your website
- Social media
According to the 2017 National Association of REALTORS® Profile of Home Buyers and Sellers, over half (51%) of home buyers found the home they purchased on the Internet.
Generate Leads In The Long & Short Terms
Having a strong website creates a foundation for your brand and business and when run effectively, can generate an insane amount of quality leads.
Keep in mind that it can take a lot of time and effort to rank in Google and reap these benefits- but if you’re in it for the long run this can make a huge difference!
SEO (Search engine optimization) is a very detailed subject in and of itself which details the art of how to rank, get traffic, and get plenty of potential buyers coming to you essentially on autopilot. If this all sounds foreign to you, check out this beginners guide to SEO.
In some cases it may be worth teaming up with a digital agency to nail down a killer SEO strategy and help your site rise to the top.
If you’re looking for results in the short term, you can use paid marketing to drive traffic to your website. Targeting specific groups of people and bringing them to specific pages on your site has the potential to yield strong results when well thought out.
In addition to lead generation, having you own website increases your credibility and is great for branding. Although many agents partner with larger firms, this can be limiting as the agent won’t have as much control when working under an umbrella company.
In some cases agents under the same umbrella company may have to compete with one another for the same potential buyers. In addition, if an agent leaves, they’ll have to start all over! Although it takes more work up front, you can never go wrong with building up your own online presence.
Provide Valuable Information
Not all potential homebuyers are looking to buy right away. In reality, many people may have questions or are seeking valuable information rather than being sold a home. A website provides an opportunity to offer value and establish yourself as the expert. Not only is this great for branding, it helps build rapport and trust with future buyers.
From virtual tours, photos of homes, updated listings, and FAQs, there’s a lot of great things you could provide on your website giving people a reason to stop by.
Social media channels play a huge role in marketing and they also offer the chance for your brand to really leave an impact. In reality, each social media platform functions a little differently so we’ll here I leave you with some highlights to keep in mind for the biggest and most essential platforms.
Facebook is the largest social media platform in the world so it goes without saying that you’ll want some kind of presence here. Start by setting up a dedicated page for your real estate business (separate from your private account). From here you can share content and start to build an audience. This Forbes article recommends that 80% of your posts are customer centric where as 20% are about your business. This community minded approach helps to build trust and can help people to see you as the expert in the field.
On Instagram there is a large focus on beautiful imagery so sharing high quality photos is king. Although we recommend using professional photos when sharing listings, even most mobile phones can take capable images in this day and age. Just don’t overdo it on the filters.
We go into much more detail about Instagram in our post about social media branding.
Twitter is a platform that has fallen behind a bit in recent years, however, it is worth mentioning because it can still aid in lead generation. It can be an ideal place for promoting listings, but also providing insights and information to potential buyers.
Last but not least for this list is LinkedIn. This platform is known mostly for professional networking and as such is a great place to establish a professional reputation. Here you can post photos, updates, or other valuable insights.
3. Business Cards, Promotional Materials, and Signs
The online world aside, as a real estate agent there are also a lot of opportunities for branding in the offline world.
An eye catching business card can help you stand out and make a strong first statement. In addition to helping people get in touch with you, it can also be a great way to communicate your brand through your name, logo, and color scheme.
From letters, bags, t-shirts, or pens, promotional materials offer a great way to garner more attention and make sure your brand stands out as truly professional.
It’s worth noting that if you decide to purchase a logo using our service, you’ll get access to our branding hub which makes it extremely easy to get promotional materials and make your brand look on point from the very start.
It’s no secret that realtors love to use signs to signal a home for sale or an open house. Using something clean and in line with your brand will help you stand out from the competition and get noticed!
Overall, branding is very important in the real estate industry. By taking it seriously and mastering your presence on and offline, it will help your gain recognition, grow, and withstand the test of time.