This post was written for Play Louder by a contributing author. Please note that contributing opinions and claims are that of the author. They are not always in strict alignment with our own opinions. – Kristin
The number of properties you sell depends on the size of your client list and your ability to convert viewers into buyers.
Before the digital age, all it took to obtain clients was knowledge of your market, a good reputation, and an upbeat personality, all built over time.
But things have changed; yes, you still need those attributes, but now realtors with far less experienced can corner their market in a fraction of the time.
And they do it by standing out.
And by focusing their marketing efforts where their branding provides the highest return on their investment.
If you're struggling to build out your portfolio, it's either because you haven't created a brand that resonates with your target audience, or you're not putting it where they can see it.
Don't worry because you don't need a degree in branding and marketing to become the number one realtor in your market.
But you do need to know how to make your real estate business stand out.
Starting with your UVP:
#1 Understand your UVP
Your UVP (unique value proposition) is what engages your clientele, convincing them to use you as their realtor.
A UVP can be something you do better or different than your competitors. Your first step is to find it, then use it throughout all your marketing strategies to engage and convert potential clients at every opportunity.
And as it takes buyers in any market up to six to eight views before they remember a brand, the better your UVP, the higher your percentage chance of engaging them.
Many realtors use direct mail marketing to land clients, and a relevant UVP, along with a highly engaging email strategy, is how you gain their trust, so they open your emails and respond to your promotions.
If you're struggling coming up with your UVP, here are two to try:
- Create a free blog that provides relevant information to your local audience.
- Becoming a mentor and write a helpful market guide.
Each of these will help provide unique value to potential leads. By reaching out, you'll quickly build a reputation, one your target audience will remember.
#2 Clearly define your audience
The smaller your audience, the higher your chance of becoming a leading authority in your niche and standing out in your marketplace.
And don't confuse a smaller audience with a smaller turnover; after all, if your property niche is beachfront mansions, how many would you need to sell to turn a decent profit?
Your location primarily determines your audience. If your niche is selling condos to retirees, you have your client's demographics. Perhaps your town's famous for schools and colleges, if so, then your ideal clients would be families.
You can further define your audience by creating a buyer persona; it's a great way of discovering relevant information about who your ideal clients are.
#3 Define your brand personality
The more you define your brand personality, the easier it is to create your brand image. And it's the image you portray that determines how well your brand connects with your target audience.
Your brand personality is everything you do and works for you 24/7, even when you're not directly in contact with leads. And it can also change the public's perception of your business by making your agency appear larger than it is.
Here are some brand personality tips:
- Know who you are before you start branding.
- Know your target audience.
- Choose and use one voice.
- Craft your message so it suits your niche.
- Be consistent; use the same brand colors, fonts, shapes, and other visuals in everything you do.
And it's now easier than ever to create a brand personality that suits your real estate business from the one brand-building platform.
#4 Create your logo
Real estate logos come in many shapes and sizes, but all the good ones have one thing in common, they're designed in a way that clearly says who they are and what they do. And by doing so, they engage their target audience, leaving them in no doubt of the service you offer.
To create such a logo, you must use creative design tactics, such as icons, typography, layout, and color; a great place to start your search is to look at real estate logo examples.
And you can also find the right design tactics by asking the following questions:
- What's your vision and end goal?
- What personality do you want to project?
- Who do you want to connect with?
- Are you residential or commercial, mid-range or high-end, easy-going or serious?
- Are you advertising to a broad audience or a specific niche?
- How do you want clients to perceive your business; how do you want them to feel when they first see your logo?
And remember, your logo should be as unique as the service you provide; by being original, you'll stand out from the crowd.
#5 Set up your social profiles (stay on brand)
Why are some agents getting all the attention in your locality?
Because they've made themselves into real estate rock stars using social media as their stage. And if you want to compete, you too have to get active on social media. Now social networks like Instagram, Twitter, and Facebook provide a direct channel for potential clients to find and connect with your real estate business.
Social networks also offer you a fantastic opportunity to quickly establish a following and make your brand stand out by promoting your UVP and posting and sharing relevant information about your neighborhood and marketplace.
You can also use social media to showcase your wins by taking pictures of you and happy families outside their new homes; it's a great way to promote your brand personality and give it a face people can connect with.
You can use scheduling tools like Buffer that make it easy to share your brand with the world!
#6 Create your brand assets
Brand assets are elements such as logos, taglines, fonts, and color schemes that help you create an identity specific to your brand. Every element you use becomes a brand asset when customers begin associating them with your brand.
Examples of brand assets are the Nike “swoosh” symbol and Coca-Cola's unique bottle shape.
Common brand assets include:
- Logos – Logos are crucial assets; the more versatile they are, the more an asset they become.
- Visuals – Artwork, graphics, pictures, and videos are powerful brand assets for print and digital advertisements, your website, and social media platforms.
- Color – Color plays an essential role in marketing. Ensure you choose ones that suit your niche and target audience.
- Marketing materials – Including business cards, letterheads, office stationery, and physical advertisements like flyers, posters, and billboards.
#7 Create a marketing plan
Knowing how to market yourself as a realtor is essential for standing out in the modern real estate world.
Gone are the days where you only had to put your face on a physical advertising platform to drum up business. You now need a marketing plan using proven marketing strategies to locate and engage with your target audience.
Real estate marketing is now primarily digital, and a recent study by NAR showed 90% of home buyers search online during their buying journey. Meaning having a web presence is no longer optional; it's essential.
Seek out and join local and regional groups on Facebook, use and follow Instagram hashtags specific to an area or state, and actively drive traffic to your business.
But local listings still play a part in your marketing strategy:
Google My Business, Facebook, Yelp, and Yellow pages are invaluable. And local radio and print media still provide powerful advertising mediums, both excellent for staying at the forefront of your local communities' minds.
#8 Be consistent in your branding
Once you develop a brand that reflects the core values of the business, it's essential to use it consistently when reaching out to your target audience to create brand recognition and instill trust.
And don't forget your team members, as they are an integral part of your brand. Create a style guide they can follow that clarifies your brand's personality (that includes how you talk with prospective clients), its colors, fonts, and marketing formats for all your branded materials to create a consistent, cohesive look.
In doing so, you'll build a recognizable and memorable brand for your business.
Now's the time to turn our 8 branding tips into actionable steps.
Start with your UVP and infuse it throughout your branding process.
And by the time you're finished, you'll have a brand that stands out in your marketplace.