As of June 30, 2014, the National Association of Realtors® boasted 1,063,950 members. The number of real estate agents out there is staggering and they’re all doing essentially the same thing: helping clients buy and sell homes. So how can you stand out from the very large crowd? It all comes down to agent branding.
What is Branding?
I always suggest agents brand themselves and their business prior to kicking off their marketing efforts. It’s a cost-efficient, simple way to increase your return on investment.The American Marketing Association defines brand as, “a name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” It’s the expression of who you are as a real estate agent and what you offer. It’s the face you show the world. Agent branding goes beyond your headshot and name. It‘s the total package including logo, color scheme, slogan, fonts and even the tone or voice of your communications, such as your blog, social media and marketing materials.
Why is Real Estate Agent Branding Important?
- Recognition: If your brand is memorable, consistent and constantly out there, your name will come to mind when someone thinks about buying or selling a home. In most cases, a homeowner won’t say, “This agent was wearing a cool striped shirt in one of their ads. I think I’ll do business with them.” However, if they see an eye-catching logo and slogan over and over again, you will be in the forefront of their brain.
- Communication: Agent branding is a focused, succinct way to convey your message and services before a potential client even speaks with you. It’s a promise to consumers. It tells them what they will get if they work with you almost instantaneously.
- Enhanced Perceived Value: Well-designed, cohesive and consistent marketing and advertising materials give the public the idea that you’re a successful real estate agent and you have your act together. It makes you appear polished and professional.
- Trust: Eventually you become synonymous with your brand. It is linked with your reputation as a real estate agent. People begin to feel like they know you. If done right, agent branding appeals to people’s emotions and you can create a connection through your message.
If you want to get more bang for your buck moving forward, branding is a must. Need some help? We’ve got your back. Contact HandsFreeAgent and we’ll help you broadcast your identity with our personal real estate agent branding services, as well as through our social media marketing platform. Stay tuned for our next installment of Real Estate Branding 101 to learn how to develop your own brand.