As a real estate agent, your ultimate goal is to close on as as many properties as possible. This is a lofty goal, but if you do not understand the importance of real estate branding, you may not meet this goal consistently. Real estate agent branding is the process of distinguishing yourself from other agents by building your reputation, expanding your professional presence, and ultimately creating brand recognition and loyalty. Achieving this may sound like a daunting task, but building a reputable brand may be easier than you think.
Why is Branding Important for Real Estate Agents?
When many agents first enter the real estate business, they erroneously assume their worth is only judged according to how many properties they sell. This assumption is partially true, the more an agent sells, the more successful they will become. However, highly successful and well-known agents have all managed to do one thing in addition to selling a massive number of properties; they have taken the time to build a professional brand.
The real estate business is a competitive one, and when clients seek out an agent, they are often overwhelmed by the sheer number of choices they have. They all claim to have the ability to sell a property quickly and they all claim to be one of the best in their field. Clients know it is impossible for everyone to be the best, and they are far more likely to select a well-known agent with a reputation for selling properties quickly and for the most money possible.
Such agents edge out the competition using their reputation for efficiency and professional excellence, but they didn’t build their brands overnight. Crafting a brand can take time, but by taking a few simple steps, you can start off on the right foot.
Establishing Realistic Goals
Before you begin actively building a brand, you must consider your personal goals. When making a list of your goals, you may want to ask yourself the following questions:
- What are your financial goals?
- Do you want to run a team or work as a lone agent?
- If you had a choice, what would your ideal work day look like?
- Will you be able to blend your personal commitments with your professional ones?
The final question may seem a bit over the top, but you must take your personal life into account when building a brand.
Asking the Hard Questions
Do you have a professional mission? Who do you want to serve? Answering such questions is imperative if you want to build a brand. Companies and individuals who have taken the time to establish a successful brand know what type of clients they want to serve and how to reach them. In other words, they understand their clients’ concerns and craft an effective real estate marketing plan to appeal to them.
Real estate clients only have one question in mind when selecting an agent; “Can you get my property sold or find me a home I want in the shortest amount of time possible?” If you don’t give the impression you can do this, more than likely, you will suffer the consequences. In essence, what can you offer that other agents can’t?
Whether you have a great personality or you are famous for getting properties sold above the asking price, you must be able to distinguish yourself from other agents. Be specific when identifying your strengths, and don’t be afraid to come across and confident.
If you want your real estate business to succeed, you must be able to show your value to customers. To simplify this goal, ask yourself “What benefits can I provide to my clients?” The value you offer is directly related to your professional goals, and if can’t find a way to integrate your goals with your performance, you may not be successful.
Creating a Unique Message
Arguably, the most important part of establishing a brand is to create a unique message and market the hell out of it. Without a message, potential clients will only see a run-of-the-mill agent. Humans are visual creatures, and when they actually see your message, they are far more likely to be receptive.
You can use graphics to get your message to the masses in the following ways:
- Learn more about real estate agent logos. Design a simple, clean logo that stands out and is easy on the eyes.
- Take advantage of real estate apps. With a mobile app for real estate agents, you will appear more professional and allow consumers to view your message on their mobile devices.
- Real estate agent websites come in a variety of forms, but you must design an aesthetically pleasing site that is easy to navigate. Consider hiring a professional to do this for you.
- Use customizable email templates to distinguish yourself from others.
- Utilize banner ads. These ads appear at the top of web pages are nearly impossible to miss.
Graphics are an essential part of any marketing campaign, especially when it comes to building a brand.
Branding is Essential to Your Success
Branding your real estate business is essential to your success. By taking the previously mentioned tips to heart, you can build a brand you can be proud of (and others will seek out).