Quick: name three brands! Don’t read further until you do. Seriously. We’ll wait…
Ok, so which came to mind? Maybe popular consumer brands like Coca-Cola and Nike, or perhaps big-name brokerages like Keller Williams and Century 21. Because of branding, you already have an idea in your head about what those companies stand for or represent and the kind of experience you’d have when using their products or services.
Personal real estate branding isn’t much different. Instead of it standing for a larger entity, it represents you or your team. Real estate branding is important because it helps you sell your services. It conveys to consumers your personality, what you represent and what type of experience they can expect when they work with you.
We’ll break down the steps for creating your brand identity and then teach you how to use it in your marketing for maximum impact.
How do I create real estate branding?
Branding, in a nutshell, includes a visual identity—logo, colors, slogan—as well as a style and voice. We won’t go into the latter here, as we discussed it extensively in our post about writing the perfect real estate agent bio. So let’s talk about how to come up with your brand’s visual identity.
First, brainstorm the main messages you want your brand to convey. There are two directions you can go in: either focus on the type of real estate you specialize in (like luxury properties or veteran housing, for example) or consider which type of real estate agent you are, as your personality type is directly related to how you’ll work with clients.
Next, come up with a short, memorable slogan/phrase/keywords/sentence that literally tells people what you want them to know about you and your services. It doesn’t need to be clever to be memorable. Keep it simple and straightforward. Then, work with a graphic designer to create a logo that fits with your slogan and embodies your brand.
Run a few samples by people who you trust so you can gather feedback. Ask them for their first impression, what they like, what they dislike and any general feedback for future iterations.
It’s important that you spend time getting this right. Although you can always change your visual identity—logo, colors, slogan—it’s not easy considering how many marketing materials will carry your real estate branding. Plus, consistency is what will make your brand memorable. So don’t stop iterating until you create a brand identity that you’re happy with, because the next step—implementation—will be the most important.
Where does my real estate branding go?
The short answer is: everywhere except on your closing gift. Seriously! Your real estate branding will be on everything from yard signs to promotional items to digital ads. There are best practices that you should be aware of before you start applying your branding to marketing materials.
Any time you use your branding on physical items, it’s important to keep in mind the message you’re sending and the clientele you’re trying to attract. If your business is focused on working with empty nesters, for example, you wouldn’t use your limited budget to sponsor the local little league team. Keep this in mind when reviewing all local advertising opportunities.
Similarly, if you create prospecting postcards or promotional items, remember that the final product represents your brand, too. Does the design of the postcard match your brand’s style? Are the promotional items in line with your brand identity and represent you well?
The digital domain is where you need to focus most of your efforts. Simply put: more people will visit your website and see your digital ads than those who will encounter your brand offline.
Although you don’t need to hire a designer to put your logo and slogan on a pen, professional help is recommended for online marketing materials. Capturing someone’s attention in a crowded digital world while reinforcing your brand identity is both art and a science. You also need to ensure consistency among your marketing materials so there isn’t a disconnect in the experience when someone clicks on an ad and is directed to your website.
Additionally, websites and ads, when used right, can convey a lot more about your brand beyond its visual identity. It is also an effective way to build trust without the need for personal interaction. For example, a clean real estate website with a modern design and easy navigation demonstrates to potential clients that you are tech-savvy. Similarly, professionally designed digital ads give sellers a glimpse into the marketing style you would employ to sell their property.
How Homesnap Can Help
Consistency is key if you want your brand to be memorable. Not all agents have a marketing team that can focus on branding best practices across digital real estate. Homesnap Pro+ can help with a professionally designed, ready-to-launch website that’s custom branded to you or your team. We’ll apply your logo, colors, slogan, agent bio, headshot, contact information and more so you don’t have to waste a second developing your own branded site from scratch.
Through our Homesnap Pro Ads service, we take your brand identity and apply it to the ads you run on Facebook, Instagram, Google and Waze. We’ll design your ads, integrate your brand in a tasteful and impactful way and ensure consistency across platforms. Plus, we manage all the heavy lifting, from creation through launch, including targeting the right audience and optimizing technical settings to maximize your lead potential.