A consistently represented brand is 3 to 4 times more recognizable than an inconsistent one, and generates 33% more revenue.
We’ve blogged on our site in the past about how to build a real estate agent brand that’s unique and personal to you. Today, we’re going to talk about why building a personal brand is so important.
Consistent real estate branding creates trust and familiarity. It improves recognition and also builds financial value – a polished impression literally makes your name worth more. It’s all about perception, and you want to be perceived as your best.
A Personal Brand Helps You Stand Out from the Pack
Big agencies like Keller Williams and Century 21 have perfectly nice branding, sure. But thousands of agents across the country are also using those same cookie-cutter visual elements. When your marketing looks the exact same as every other agent in the nation, are you really standing out?
Developing an eye-catching real estate agent brand can make you instantly recognizable. Your marketing will make a much stronger impression on your clients. When they see your postcards in their mailbox, they’ll come to recognize you – not your agency or competitors – at a moment’s glance.
When you pair a successful real estate agent brand with your own successful sales tactics, you’re not just an agent bolstered by a big-name real estate agency. A big-name agency is standing behind you, one of the top sellers in the area.
Your Brand Tells Your Story in an Instant
Strong real estate agent branding doesn’t just mean combining a fancy logo with a catchy motto. Nope – the real secret is combining creative elements with on-point messaging into a coherent identity.
Whether your brand communicates trust, friendliness, expertise, or action, your prospects will understand the unique strengths of your business just from a look. They’ll feel like they know you. And we don’t need to tell you that in this business, personal connection is key.
Let’s take a look at an example to illustrate what we mean.
When our client – Weichert agent Jacki Smoyer – came to us for her marketing needs, she wanted a way to show her prospects she was an experienced, knowledgeable agent they could trust.
First, we created Jacki an an owl-and-keyhole logo suggesting wisdom and security. Then, we paired it with a black and gold color scheme to convey professionalism and prestige. Finally, we completed the package with her tagline, “The Smart Move.” Simple and effective: Jacki’s prospects know what she stands for as soon as they see her face in the mail.
Learn more about our creative branding capabilities here.
You Can Take Your Brand With You
Picture this: you’ve spent years building your real estate business from the ground-up. You worked hard to build trusting relationships with your clients. When it’s time to switch agencies or transition to selling independently, you want to bring along the credibility and expertise associated with your name.
Did you know that a consistently represented brand is 3 to 4 times more recognizable than an inconsistent one, and generates 33% more revenue? (source) That’s huge! In other words, if you change your visual calling card from calm Remax blue to Weichert bright yellow, you’re essentially resetting your recognizability (and your profitability) back to zero.
Whether your brand communicates trust, friendliness, expertise, or action, your prospects will understand the unique strengths of your business just from a look.
That’s the beauty of a personal real estate agent brand. It associates your good reputation directly with you – not with your agency. As you grow bigger in your market, your brand continues to grow in importance as well. Read: more sales!
In the end, marketing is a psychological science. With strong real estate agent branding, you can make a powerful impact on your prospects. Don’t miss out on that opportunity. Your business will thank you!