Branding For Success In Real Estate Part 7

August 6, 2010

Every couple of years you should re-visit your marketing materials’ color scheme and change it up.  Just make sure you keep the same sort of look and feel.  If you don’t, you’re going against your own branding you’ve built up.  When people visit your revamped site with radically different colors they may not even recognize it.  When that happens all your branding efforts are nullified.

You can get more information about color palettes and suggestions on COLOURlovers .  It’s a creative community where people from around the world create and share colors, palettes and patterns, discuss the latest trends and explore colorful articles.

Using Your Website’s Name In Social Media

Social networking is very trendy these days, but it’s probably a trend that will last.  As of August 2010 Facebook and Twitter are the #2 and #11 most visited sites in the world respectively.  So if you’re doing social networking (as you should be) then have separate accounts for business and personal matters.

Here’s an example.  Michael Arrington is a web celebrity, but instead of creating social networking accounts in his name, he always uses the name of his company “TechCrunch”.  This consistency helps reinforce his brand across those platforms.

Having separate accounts follows the same idea with all of your branding: having a consistent, uniform message.  If you mingle your personal matters with business matters in your social networking accounts then you put that branding at risk.  With Facebook you can’t control what messages people leave on your personal account (eg. your Wall), so your friends may put things that are offensive or irrelevant to your business prospects.

Spending Money On Advertising

Businesses, especially large multinational corporations, spend colossal amounts of money each year on solidifying their brands in the public consciousness.  Fortunately, you don’t have to spend nearly as much money to do this since your market is local and therefore much smaller.

You can strengthen your branding without spending money on advertising, but paying for it gets you results much quicker.  One advantage of paid advertising is delivering a specific message to a specific audience.  For example, if you purchase a banner ad on a popular local blog, you can tell who’s typically reading it based on the blog’s content and the article comments made by the blog’s readers.  Consequently, you can tailor an ad for appealing to these specific types of people.

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