Create real estate fire that attracts your ideal customers

With an estimated two million recognized brokers in the US, it has never been so important to stand out in a memorable way. If you meet someone personally, that is easy – you will win with your personality and keep consistent contact. But what about the “Unmets” – the potential customers you haven’t met yet? How will they find you and be attracted to you?

This is where branding comes in. We will dive into what a real estate brand is, which makes a great brand and why it is important for your real estate company, plus tips for creating and presenting your own custom real estate brand.

What is real estate fire?

Real Estate Branding is a message to the world, so that potential customers know who you are, who you serve and how you work in your company. Believe it or not, this can all be transferred with the help of branding. Your real estate brand consists not only fonts, colors and logos, it also includes everything you publicly place in the world.

Think of your favorite brands: Nike, Nordstrom, The Ritz Carlton. Consumers do not have to have coffee with the CEOs of these companies to understand what the company is doing and who serves it. This is due to their strong surf. (Imagine the Nike in your head, right?)

A great brand strategy (and implementation) creates an immediate connection between a company and its target customer. It gives the audience something powerful that pulls them in.

Why is branding important for your company?

• Put on the target group
• Differentiate your company of competitors
• Create recognition and loyalty to your company
• Build reliability
• Sell ​​your expertise and services

With a strong real estate brand you can make contact with your target group before you even meet them. It serves as leverage. It sells your potential customers to you, so you don’t have to sell that much yourself.

Think about it: pretend to be a first buyer who makes the leap from renting to home ownership. You look for a local broker online and click on two websites. The first is quite generic, with stock images, not many details and looks very basic, but it has different solid testimonies of happy customers. You pull the following website inside. The colors, fonts and images used on the page are inviting and fun. They give you a sense of convenience, even if you are probably not aware of it. There are also various testimonials for this agent.

Who would you contact us before? Most likely you would choose to call the second agent, because the website is seductive, you feel at ease, show expertise in real estate and you have even seen the same branding on a plate for sale in the street. That is the power of a strong real estate brand.

Elements of a great brand

Which elements do a great brand create? When determining the elements of your brand, consider how you are observed, visibility for customers, telling your brand story, making contact with your ideal customer and reflecting the core values ​​of your company. Here are the most important elements to concentrate when you make your own brand:

• Fonts: If your brand is more modern, use a Sans Serif letter such as Arial for a clean, clear look. If it is more traditional, consider a classic such as new Roman.
• To colour: Bright, daring colors are great for fun, energetic brands, while neutral and more modest colors are usually used in luxury brands.
• Images: Many options here! Although some agents use stock images, I would recommend using your own images. These can be headshots, lifestyle photos that you take specifically for brand purposes, offering photos of houses you have sold or just photos you take and use on social media of your daily life. Use images to tell the story of your brand; This is a great way to build a sense of connection with your potential customers.
• Logo: Take your brand colors, fonts and an image that matches your unique location or specific niche. For example, many agents use the circumference of a house in their logos.
• Language: Use words and intonation that you normally use in a conversation on your website and social media to show your personality and to display the location in which you specialize. Local jargon and abbreviations will let your customers know that you are an expert in the area. For example, in New York, who called the Long Island Expressway the lie or in New Jersey, says “driving through the coast” instead of “driving to the beach”.

Those are the most important elements, and here are the places where they show up, where you can show your brand to the world:

Tips to create and present your real estate brand

Now that you know why a strong brand is important and the elements you need to make your brand, consider these six tips for creating and presenting your real estate brand for the world.

Tip 1 – Identify your target group

Before you start creating your brand strategy for brokers, think carefully about who your target group is. This will influence any aspect of your brand, so it is important to choose this first.

Who is your ideal customer? Is it seniors, buyers of luxury condo, investors, movers, separating couples or first buyers shrink? Determine who you want to work with and don’t be afraid to be specific. Then build your brand elements based on which fonts, colors, logos and other brand materials will appeal to the public.

Tip 2 – Do your research

Spend time to investigate other brands, both inside and outside the real estate sector. While investigating, pay attention to your lower abdomen instinct and how you think about each company based on their branding. For example, if you want your brand to transfer honesty, when you come across a brand that you consider honest, find out what they do in their elements to give you that feeling and to apply it to your branding.

Try to find companies that you have never heard of, so your reactions are not clouded by experiences from the past or prior knowledge, and you can only concentrate on the surf they use.

Tip 3 – Make your brand kit

Your brand kit is the compilation of the elements that we have mentioned in the previous section (fonts, colors, etc.). It is useful to keep all this in one place, such as a Google Doc or on Canva, for simple reference when you design your next business card, postcard or flyer.

Tip 4 – Be consistent on all platforms

The use of the same brand kit with the same brand not only makes your life easier (reinventing the wheel), but also builds up trust in customers. They know what to expect. It’s like going to Starbucks and knowing that the coffee will taste the same at every location.

Services such as coffee and contracts also help you stay consistent in your brand marketing marketing. This one-stop shop for all things where Branding offers social media templates, e-mail templates, mailer and flyer templates, plus marketing guides that can all be adapted to your brand to ensure that everything remains consistent!

Tip 5 construction a website on the brand

Although most brokers offer generic websites for their agents, I always recommend either fully adjusting yours or making your own. However, you do not have to start all over again and learn code.

Agentfire and Placester are useful tools to make your brand website work quickly and easily. Your website is probably one of the first things that a new potential customer will see when they look you up online, so it is important to make a memorable first impression. Your brand strategy for brokers will achieve this.

Tip 6 – Rent a brand expert in

If you have the budget, consider hiring a professional branding expert to help you design your brand strategy. They will work with you to translate your vision into an extensive brand kit, one that you can use for years. I have used my brand kit over the past six years; It was even the basis of my book cover!

Examples of real estate brand

View some of our favorite examples of real estate. These agents have built strong brands that are memorable and unique to their personality and real estate style.

Example 1: Tara Carter

Why we love it: Tara’s brand is all about pleasure and joy. She uses bright pink as her most important brand color, flamingos as her brand icon and plays on words like “herd” and “flamingle” in her messages. This really emphasizes Tara’s focus on Florida as her niche location in a known and recognizable way.

Example 2: Michael Heissenbuttel – “Your Oma’s Realtor”

Why we love it: Michael’s Branding explicitly tells the world exactly who his ideal customer is: grandmas! He uses clean, simple text and a memorable image to achieve this.

Example 3: Ken Pozek

Why we love it: Ken’s branding is all about the local source for current and future residents. He uses daring colors and fonts, while retaining the most important focus of the brand on the Orlando community.

Example 4: Saydam Properties Group

Why we love it: Sheena and Han have built a raised, luxury brand that is also dedicated to return. The website of their team exudes luxury through the images, colors and fonts used. With ‘charity’ as a drop -down list on the homepage of the site, potential customers can know that returning is one of the core values ​​of the team and an important part of their brand.

Example 5: Caroline Huo

Why we love it: Caroline uses the word ‘luxury’ directly on the homepage of its website and defines it below. Her use of a single statement image of a high-end living room on the homepage and her choice of words, which invite potential customers to start their experience, are important aspects of its luxury branding.

The full image

Your real estate brand is an extremely important element of your real estate company. And I mean your own brand, not the brand of your brokerage. Take these ideas for brand fires that you have learned and put them into practice.

If I coached you and you have not yet made your own real estate brand, I would say that your homework is to determine your target group and to investigate the brands of other companies within the next 24 hours after reading this. Set deadlines for yourself to also complete the following tips. Before you know it, you will have your brand strategy in place and you will see more customers coming!