As with any business, creating a strong brand identity is the key to being remembered by your target audience and achieving success. It may seem a little more difficult for real estate agents, as you are trying to sell yourself to the public, not necessarily just the properties you represent. No matter what industry you are in, the people that hire you are going to do their research and glean information from your various presences around the internet. How you present yourself as a business will cause the public to create an impression about you and that impression will deeply impact your profitability.
However, creating a brand isn’t exactly a simple process — especially for real estate agents. This article is going to go into some ways to develop your brand, business and agency.
Identify Your Specialty
The very first step in developing your brand starts with figuring out what sets you apart from everyone else in your area. To get you going, consider the following:
- Why should someone choose your business instead of another?
- Do you offer clients something that another agent or agency doesn’t?
- Who is your target audience?
Specificity is essential here. Simply saying that you’re a real estate agent who is adequate at the job isn’t going to net you any new clients. Drill-down your specialty and make a point of showcasing it against the competition. Here are a couple concepts to help identify your brand identity:
- Knowing the Locale: Nobody wants to buy a home from someone who doesn’t appear to be knowledgeable about the area. Brand yourself as an expert on local restaurants and other amenities that out-of-towners may not know.
- Understand Your Clients’ Needs: By recognizing where your clients are in life, you can easily understand their needs. For example, recent grads and retirees are going to likely want different things in regards to their new home. By branding yourself as the best agent for recent grads to move into urban living, you are cutting your own slice of the market.
Remember, if you can’t identify what makes you special, your target audience won’t be able to identify it either.
Create Your Brand
Now that you’ve delved deep inside and found your business identity, it’s time to start putting that into application. Everything about you is your brand. Your website, your social media presence, yard signs—everything. Everything you could possibly use to promote yourself are just parts of the many-headed beast known as your brand.
To best relay your brand effectively across all channels, you need to understand your core demographic (is it separated by age, profession or some other factor?), what services they need and the neighborhoods that fit their budget.
From here you should begin work on a business name, logo and slogan. These three things are the first impressions that anyone viewing you will see first, so do not gloss over this phase. Be creative, meaningful and as memorable as you possibly can. If you aren’t good with words or graphics, find someone to help you. It’s worth the extra dollars to hire someone who will help you make more money over time.
Deliver Your Brand!
After you’ve done all the creative work, you still have to do everything you can to push yourself into the local market. This means every phone call should be read with a branded script. All print materials should be branded — that means business cards, yard signs, fridge magnets, etc. Invest in CRM real estate to help you convert leads in your pipeline once you’ve gotten your foot in the door.
Your brand is your promise, so delivery of those promises is just as important as making them in the first place. Being recognized as reliable and trustworthy goes a long way, especially when you’re just starting out!