Branding For Success In Real Estate Part 1

July 29, 2010

Today, all real estate professionals must create their own business identify through their branding.  Long gone are the days when we could rely on our company name for our branding.

One of the most important aspects of branding is consistency.  You should be using the same wording (eg. business name, slogan) and graphic design elements for your business identity in all areas of your promotional material.

So here are some of the things you can do for building your branding:

Unique Selling Proposition – this is where you define your competitive edge.  It’s really the heart of your business branding and so all your other branding elements should flow from your Unique Selling Proposition.  Ask yourself “what makes me different and better than any of my competitors?”  The more you clearly you define your competitive strengths, the more likely you’ll attract the qualified prospects specifically looking for what you offer.  If you don’t have a unique selling proposition (and many, many real estate professionals don’t) then you’re really just a face in the crowd among the many agents in your area.  In this case referrals are almost the only way you’ll stand out from anyone else.

For getting new business referrals should be your gravy, not your bread and butter!

Take your unique selling proposition and condense it into a slogan you can use throughout your branding.

Domain Name – your domain name should be synonymous with your core business branding, so use it everywhere in your promotional materials.  The goal is having your website name easily remembered and top of mind with prospects when they need a real estate professional’s services.  So have it prominent in the letterhead on your 8.5” x 11” print stationary, sticky notes, note pads, business cards, quotation and invoice templates, and any fliers you send out.

Newsletter – you should be using the same template and graphic design elements for all your newsletters, regardless of whether they’re published on your website, distributed through email, or delivered in printed format.  Be sure to make your business name, logo, domain name, and your slogan (if any) prominent in all newsletter pages.

You needn’t have a template for all your promotional materials created from scratch.  There are many companies nowadays such as Vistaprint who offer thousands of different graphic design templates that can be applied to and customized in a wide variety of sales, marketing and promotional related items for very little cost.

Filed under: Marketing Tips,Technology and Marketing/Selling Lists - Best Practices

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