Ahhh, the internet. Can’t live with it, can’t live without it. With the vast array of information that now exists at your potential client’s fingertips, your mission is not only to sell quantity, but quality in everything you do. In the world of real estate branding, quality means consistency across the wide range of platforms. Whether you err on the side of traditional marketing or are ready to dive headfirst into digital, here are five steps to creating your real estate branding.
1. Your Colors
A pop of color can – and should – be carried through every marketing tool you create, whether print or digital. Pick two or three complimentary colors that you aren’t going to get sick of in the long term and use them – sparingly, but consistently – in your logo, letterhead, business cards, website, social media channels, advertisements, yard signs and direct mailers.
2. Your Fonts
Once again, consistency is key in font choices. Put some thought into what fonts you want to see throughout your real estate branding, choosing one main header font and one or two for body. This may feel trivial, but putting a bit of thought into how your words are displayed on a page can make those words come across as more powerful.
3. Your Logo
The creation of a logo is critical to maintaining consistent branding. A logo doesn’t have to be complex or expensive, but it does need to give potential clients an idea of your personality and be used on every letter, email or advertisement you create. Making your mark on the real estate industry means having a branded mark that potential clients recognize every time they see it.
4. Your Website
At this point, you have to have a website. Once you’ve come up with your colors, fonts and logo, you can create a website to use as a central hub for all the information you want portrayed to the general public. Throughout the course of the web design process, you’ll be prompted to write (or help write) descriptive copy that showcases your services, personality and any other information you want potential clients to have. Use this opportunity to create themes and content that can be repurposed for use in your marketing plan.
5. Your marketing plan.
You’re branded and you’re online. Now, you have the opportunity to pull all the assets you’ve created together into a cohesive marketing plan. Determining how and where to market your real estate brand may feel overwhelming given the vast array of social media channels, traditional marketing mediums and potential word-of-mouth activity. Luckily, you’ve created a great foundation for keeping your brand consistent, regardless of how and where you decide to market yourself.
6. Your digital presence.
Your next client probably isn’t going to walk into your office unannounced. How are your potential clients searching for their next home? They’re probably starting with digital real estate resources like Zillow, Realtor.com and Truly – websites that take the guesswork out of buying a home. They may also be performing a Google search for “city homes for sale“ or “city real estate” in your market. What does your brand look like in Google search results? Are you advertising on any popular real estate websites?
There is always going to be someone recommending one product, service or channel over another, and you’ll likely be bombarded by the “best new marketing idea” many times over each year. Just remember to stay S.M.A.R.T. – specific, measurable, attainable, realistic, and timely. You’ve taken the time to build the tools for your real estate brand, so in the end you’re the one who truly knows your brand the best. Now is the time to call your real estate coach and start working on your real estate branding! Make a commitment to dedicate time to creating a cohesive real estate brand so you can maintain consistency in all your marketing efforts.