For you to be able to be successful in real estate marketing, there’s no “one size fits all solution” for individuals and teams to help grow their business over time, or sell properties better and faster.
But one thing that you mustn’t underestimate is the power of good branding. More than ever, brands have to come up with a consistent and compelling message, one that resonates well with the target audience.
Here are some strategies on how you can create a strong and unbeatable real estate brand:
Identify your expertise
First off, ask yourself these questions: What specific areas in real estate do you excel? Is it on foreclosures? Commercial real estate? First time home buyers?
Know what your expertise is in your specific field.
According to marque.co.nz, a digital branding agency in Auckland, “If you don’t have a specialty, then focus instead on the strengths, values, and services that make you stand out from the rest of the competition.”
Whether it’s on the company culture, moving assistance, or overall experience, your brand should speak volumes on the particular aspects that make you stand out.
Come up with a well-defined logo and tagline
One of the greatest challenges in branding is to come up with a logo and slogan that works relatively well with each other.
A logo is important for your brand because it gives audiences the first impression. While many people think that it’s merely an image, it’s not. It’s an incorporation of design and copy elements that work well with each other to convey the essence of your brand.
A successful tagline, on the other hand, is to give a singular message so that your company could be able to position your identity. It represents your business’ mission and vision, as well as convey what you’re trying to solve for your prospective customers.
Make yourself unique
One of the best ways of building a brand is to make yourself unique. That will help you stand out from the rest of the competition.
With relatively millions of real estate agents out there, it means that there are also a lot of professionals that people could turn to for help when they want to buy or sell their property.
Now, how do you stand out? Think about the things that make you and your brand unique.
For instance, you can define a niche market. When you establish yourself and your brand as a go-to expert of a specific neighborhood, sale, or community, it can be a huge deal in making yourself stand out.
As you grow, you could eventually expand your reach depending on your business goals.
Focus on the right marketing channel
As a real estate agent, you have to come up with an online brand that resonates well with your audience. It’s not just enough to be online. You also have to come up with an online presence.
Whether you choose to focus on your website, run Facebook retargeting, or focus on Instagram ads, you must have a clear plan on how you can handle leads to be an excellent real estate marketer. You also need to focus on determining the right marketing channel.
Create a relevant content
The content that you create does more in than any other content strategy.
While your ads, logo, and tagline gives a snapshot of your business, content lets prospects have a real window to your business. Whether it’s written through a blog, social media posts, white papers, and every other form of real estate advertising.
A lot of real estate agents commit the mistake of focusing only on building promotional content. Although promotional content is important, you should also focus on creating more informational and educational content as well.
Also, the content that you create should be relevant to your target market. Once you boost your visibility through crafting useful content, you’re marketing your real estate business while also improving your reputation and creating a relationship with your future customers.
Determine your audience
Know who your target audience is, and arm yourself with the knowledge on what drives them into action. Consider their gender, personality, profession, and age.
Know what their pain points are, and how can you be able to solve their needs more than your toughest competitors. What particular channel of communication do they prefer?
Having an accurate audience insight is crucial in establishing a real estate brand.
Create a relationship with your audience
Notice how the most successful brands across different industries make an impact on their audience. All of them have one thing in common, and that is they make their customers feel something.
Branding in real estate is no different than that.
Know what types of feelings do you want to evoke with your prospects. Do you want them to perceive your brand as something credible, trustworthy, reliable, and economical?
Branding is also about building meaningful relationships between the customer and the realtor. Know who your target market is, and then adjust your brand appropriately.
Finally, the most important thing that you need to consider when building a brand is consistency.
You must maintain a consistent presence across all mediums. You have to remain authentic and relevant to who you are and what you stand for.
So always be consistent with who you are, as well as the type of experience that most clients do expect from you.
Aim for a client experience that’s consistent and seamless. To be able to create a consistent and compelling image for your audience, don’t hesitate to share success stories, glowing client testimonials, achievements, professional speaking engagements, and other media opportunities.
What type of content do you want to share? An excellent rule of thumb is to post once a day, at least five times a week. If you don’t have much content to share, then it’s alright to focus on just one social media channel, then place a link on your other social media channels.
Over to You
Building a brand is essential for everyone and that includes real estate agents. But it’s not just enough that you build a brand. You also need to come up with an effective brand with a discernible identity, something which customers can relate to.