In order to create a powerful real estate brand, you first need to understand what that means and how it can benefit your business. A real estate brand is more than just a name or logo — it’s the personality of your company, and it’s what sets you apart from the competition.
Here are 10 steps to creating a powerful brand that will help you stand out in your industry.
1. Name
Your company’s name is one of the most important pieces of your branding puzzle. It’s the first thing people see and it sets the tone for everything else you do. A good name can make people take notice, while a bad one can turn them off before they’ve even had a chance to learn more about your business. So how do you go about choosing the right name?
There are a few things to keep in mind. First, it’s important to pick something that is easy to remember and pronounce. You want people to be able to tell their friends about you, and if they can’t remember your name, that’s not going to happen.
For example, let’s say you’re a real estate agent with a complicated last name. You might want to consider using a nickname or initials instead.
Second, your name should be reflective of the type of business you’re in. If you’re a luxury real estate company, for example, you probably don’t want a name that sounds like a discount store.
And finally, avoid names that are too limiting. As your business grows, you may want to branch out into other areas, and if your name is too specific, it could hold you back.
2. Logo
Your logo is another important part of your brand. It’s the visual representation of who you are, and it should be reflective of the style and personality of your company. A good logo is simple, memorable, and easy to recognize.
Think about some of the most well-known logos in the world — the Nike swoosh, the McDonald’s arches, the Apple apple. They’re all instantly recognizable, and they convey a message about the company without saying a word.
When designing your logo, it’s important to keep in mind how it will be used. Will it be printed on business cards, letterhead, and promotional materials? Or will it primarily be seen online? The answer to this question will help you determine the right size, colors, and other design elements to use.
Samples: https://blog.hubspot.com/sales/real-estate-logos
Check out the logo templates in Canva. You’ll find a great variety of real estate logos, too.
3. Tagline
Your tagline is another important part of your brand. It’s a short, catchy phrase that sums up what your business is all about. A good tagline is memorable and easy to understand. It should also be reflective of the type of business you’re in.
For example, if you’re a luxury real estate company, your tagline might be something like, “The finest homes in the city.”
A real estate agent that specializes in the market numbers and home values might have a tagline like, “Accurate home valuations you can trust.”
And an agent that specializes in first-time home buyers might have a tagline like, “We make buying your first home easy.”
Sample Link: https://theclose.com/real-estate-slogans/
4. Colors
Your company’s color scheme is another important part of your branding. The colors you choose should be reflective of the type of business you’re in, and they should be consistent with the images and messages you’re trying to convey.
For example, if you’re a luxury real estate company, you might want to use colors like black, white, and gold. These colors convey sophistication and wealth.
If you’re an agent that specializes in the market numbers and home values, you might want to use colors like green and blue. These colors convey trustworthiness and reliability.
And if you’re an agent that specializes in first-time home buyers, you might want to use colors like yellow and orange. These colors convey happiness and excitement.
Color Meanings: https://www.smashingmagazine.com/2010/01/color-theory-for-designers-part-1-the-meaning-of-color/
Color Generator: https://coolors.co/
5. Fonts
Your company’s font choices are another important part of your branding. The fonts you use should be easy to read and consistent with the overall style of your company.
For example, if you’re a luxury real estate company, you might want to use a classic serif font like Times New Roman or Garamond. These fonts convey sophistication and tradition.
If you’re an agent that specializes in the market numbers and home values, you might want to use a modern sans serif font like Arial or Helvetica. These fonts convey trustworthiness and reliability.
And if you’re an agent that specializes in first-time home buyers, you might want to use a fun and friendly script font like Comic Sans or Papyrus. These fonts convey happiness and excitement.
Sample Fonts: https://www.canva.com/learn/100-best-fonts/
6. Images
The images you use on your website, business cards, and other marketing materials should be high quality and reflective of the type of business you’re in.
For example, if you’re a luxury real estate company, you might want to use images that convey wealth and sophistication. This could include images of luxury homes, high-end cars, and expensive jewelry.
If you’re an agent that specializes in the market numbers and home values, you might want to use images that convey trustworthiness and reliability. This could include images of houses with For Sale signs in the front yard, people looking at houses, and people shaking hands after signing a contract.
And if you’re an agent that specializes in first-time home buyers, you might want to use images that convey happiness and excitement. This could include images of people moving into their new homes, families celebrating holidays in their homes, and children playing in the yard.
7. Voice, Tone, and Messaging
The voice and tone you use in your marketing materials should be consistent with the overall style of your company.
For example, if you’re a luxury real estate company, you might want to use a formal and sophisticated tone. This could include using phrases like “luxury homes,” “high-end properties,” and “exclusive neighborhoods.”
If you’re an agent that specializes in the market numbers and home values, you might want to use a straightforward and matter-of-fact tone. This could include using phrases like “home values,” “market trends,” and “investment properties.”
And if you’re an agent that specializes in first-time home buyers, you might want to use a warm and friendly tone. This could include using phrases like “first-time home buyers,” “starter homes,” and “affordable neighborhoods.”
Big or small, every real estate company has its own unique personality. Perhaps you focus on high-end luxury properties, or maybe you specialize in helping first-time homebuyers. Whatever your niche may be, it’s important that your messaging reflects the overall style of your company.
Are you friendly and approachable, or more formal and professional? Do you want to come across as cutting-edge and innovative, or tried-and-true and reliable?
Deciding on the right tone for your messaging can be tricky, but it’s worth taking the time to get it right. After all, your potential clients will use your marketing materials to get a sense of who you are as a company, and what you can offer them. So make sure that your message is clear, concise, and reflective of the brand identity that you’ve worked so hard to create.
8. Consistency is Key
Once you’ve established your brand identity, it’s important to be consistent with it across all of your marketing materials. This includes using the same colors, fonts, images, and messaging across your website, business cards, flyers, email campaigns, and social media posts.
By being consistent with your branding, you’ll send a clear and cohesive message to your potential clients. And that will help them remember your company when they’re ready to buy or sell a home.
9. Tell a story
People love stories, and they’re especially interested in hearing about the successes of others. So why not use your marketing materials to tell a story?
For example, if you are a luxury agent, you could tell the story of how you helped a high-profile client find their dream home. Or if you’re an agent that specializes in first-time home buyers, you could tell the story of how you helped a young couple buy their first home, securing a low down payment loan.
An agent that specializes in the numbers of the market should stick to stories about investment properties, or when they helped a client sell their property for way more than the listing price.
No matter what your niche may be, there’s a story to be told. And by using your marketing materials to tell that story, you’ll not only engage your potential clients, but you’ll also help them see how you can help them achieve their own real estate goals.
10. Use Testimonials that Support the Brand
In addition to telling your own success stories, you can also use testimonials from past clients to market your business. These testimonials can be used on your website, in your email campaigns, and on your social media posts.
When choosing testimonials to use, be sure to select ones that support the overall brand identity that you’re trying to create. For example, if you’re a luxury agent, look for testimonials that focus on the high-end properties you’ve helped your clients buy or sell.
On the other hand, if you’re an agent that specializes in first-time home buyers, look for testimonials that focus on your clients’ positive experience working with you.
No matter what your niche may be, make sure that the testimonials you use reflect the brand identity you’re trying to create. That way, your potential clients will see how you can help them achieve their own real estate goals.
Check out BOAST for managing testimonials.
In closing, remember that branding is an important part of any real estate business. By taking the time to create a unique name, logo, and slogan for your company, as well as by consistently delivering high-quality services, you’ll be able to attract new clients and keep the ones you have. So put these tips into action and watch your business grow!
