Branding your real estate business doesn’t strictly mean developing a cool-looking logo and plastering it all over your IDX website and other online outlets.
Today, a comprehensive real estate branding strategy means telling your story in a concise, compelling manner across all of the digital channels you use and offline collateral you create.
The problem many real estate professionals face is how they can best relay their story. What do their audiences want to learn about them? What types of info should they share via their websites, in their emails, and on social media? The answer is that … there is no one, single answer.
To create and execute a stellar branding plan, you must consider the primary audiences you generally serve, determine the brand details you can and should dispense to these demographics, and plan your marketing activities accordingly — something you can learn in further detail in our special Placester guide for agents and broker
Download our “20 Expert Ways to Brand Your Real Estate Business Online in 2017” ebook today, and use the ideas to broaden awareness of your agency. If you want even more real estate branding advice for your business, be sure to continue reading the post below.
Examine what makes your real estate business so interesting — and turn those brand details into a rich, interesting story.
Every single real estate pro and firm is unique from one another: It may not seem that way when practically most agents and brokers seem to have quite similar marketing and sales approaches for their brands. The truth is, however, your real estate business is distinct from others in your market — and you can prove just as much by digging into your own work history and industry background.
Take time to inspect all elements of your company: from when you get started and what designations you’ve earned to the number of deals you’ve closed and the total revenue you’ve earned. Once you have this information on hand, you will have a clearer idea as to how you can present yourself and your brand to the world.
If you specialize in detached single-family home sales in the ‘burbs, make that a focal point of your branding efforts. If you’ve sold 30 more homes in the past five years than the average number other local agents have sold in that time span, make your impressive sales data the center of your branding attention.
In other words, discover what differentiates you in a positive way from competing agents and brokers, then use that info to bolster your brand and gain the recognition you deserve.
After sharing your story on your real estate website, turn to your email marketing campaigns and social media accounts.
The first place to share this story is on your IDX website, but once you’ve done all you can to relay your brand narrative here, focus on other aspects of your online marketing strategy — including lead-nurturing emails you send to your prospects and the various social media accounts you regularly use to promote your agency.
With your email efforts, add your visual branding elements to your email signature so that every message sent to peers, leads, and clients reflects your attention to detail in getting your company information across. After that, be sure to set up drip email messages that are also consistent with your brand story.
For instance, set up an autoresponder new leads who fill out lead capture forms on your website will receive that denotes how happy you are they requested to learn more about your brand or get some housing tips (e.g. listing consultation request, content download, etc) and share a bit about who you are and what you help your clients achieve.
It’s the supposed little things like this that can help build the foundation of your real estate branding and inform more prospective buyer and seller leads about the type of business you operate.
Hire an experienced professional to help increase exposure for your brand — like a public relations specialist.
When you hear the term “public relations,” you may think only of stuffy press releases and corporate press conferences, but the truth is PR entails much more than these kinds of blasé marketing tactics.
As it pertains to the real estate business, public relations is essentially the supporting cast, so to speak, that can help industry pros like you gain more acknowledgement from the audience you typically serve through auxiliary activities.
For example, some of the top-producing agents and brokers use PR pros and firms to help them provide their insights for local, popular news and blog publications and set up speaking engagements at area meetups and conferences.
So, when you simply don’t have the time to bolster your brand with these “bonus” marketing pursuits that can enhance awareness of your company and expand your reach locally, consider bringing on a part-time PR person who has a big network featuring the right kinds of connections that can open up an entirely new world to which you can share your brand story.
Constantly reevaluate how you frame your company story online, and tweak it whenever you get to a new “chapter.”
Naturally, your real estate brand story will change over time. When it does, it’s important to update all of the company info featured on your IDX website. Pages highlighting your firm (“About us”), agent team (“Our team”), and other aspects of your business should be updated accordingly with the most up-to-date, pertinent information.
For instance, you may have historically specialized in working with developers who need agents to help them find residents for their brand new units downtown, but now, you mostly represent sellers looking to offload their upscale homes. If that’s the case, you need to reposition how you present the specific services your agency offers and explain what makes you the best seller’s agent around.
You may not need to refresh your website and other digital outlets often with new brand details, but every few months, it’s good practice to audit your site and additional online avenues you’ve taken to promote your real estate business to ensure everything is accurate, intriguing, and up to snuff.