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Have you branded yourself as a real estate agent? Where everything you post, print or say is part of a cohesive “statement” that attracts clients to you as an agent. If not, it’s time to get started! Your brand will clearly define who you are to the world and will attract your ideal client to you. Keep reading for tips on how to brand as a real estate agent. I’ll follow up by what you should do to actually brand as a professional.
6 steps on branding yourself as real estate agent
- Understand your ideal client – use the notes from the ideal client exercise so that you can clearly articulate your ideal client. If you haven’t already, I highly recommend you read the post and download the worksheet to help walk you through this process.
- Understand your strengths – your knowledge about your geographic farm is one area that makes you unique. If you’ve gone through the exercise of creating your agent bio, then you’re already clearly aware of what you bring to the table. Keep this in mind as you follow the below steps of actually creating your brand as an agent.
- Research other brands – this includes both your competition and those that aren’t in your industry. Companies that have very polarizing brands are Chick Fil A, Magnolia, Starbucks and Whole Foods. Meaning, either you highly identify with or you definitely don’t identify with. In terms of your field, who are the key players in your market or in real estate in general? Who do you follow on social media and look up to? Take notes on what resonates with you and what you think will appeal to your audience. You’ll use these as a guide as we walk through the steps below.
- Define your brand – defining your brand is part creative and part strategic. I say this because you need to pick colors, logos and slogans that you like (creative) but that also resonates with who you’re trying to attract (strategic). The next section “Defining your brand as a real estate agent” will cover exactly how you should define your branding.
- Clearly define and demonstrate your expertise – there are lots of examples on how to prove your knowledge in the post I wrote about creating a real estate website. But one tip I’ll mention here: create a neighborhood page. What better way to demonstrate you know the world of real estate than to talk about your farm area? Take what you’re good at, what you know most, and use this to your advantage. Include this in your branding and marketing of yourself.
- Consistently display your brand – your branded content should be the same across print and all social media channels. This also includes your photography and website, which we’ll talk about more below.
7 ways to clearly define your brand as an agent
- Business Name – choosing a business name doesn’t have to be complicated, just consistent. Many agents use their name or use their name “& associates”. What will your audience respond to? Are you a one stop shop, or do you run a team? I recommend writing down a few variations of the names you choose then and check social media. Do a website search, search Facebook, Instagram and Pinterest to see if anyone else has the same name. I also recommend talking to your tax accountant and broker to see if you can incorporate (turning it into an LLC) your business name and how that will impact your earnings and taxes.
- Slogan or tagline – what do you want to be known for? For my blogging audience, I want to be known for “helping women gain confidence and clarity while buying, selling and decorating their home” and as I focus on helping agents thrive, I want to “help agents’ brand as the expert in service and skill”. These are both quick snippets on what I’m about. They are my 30 second elevator pitch that I share when people ask what I do, or how I specialize in real estate.
- Choose your colors – I think this is the most fun yet! I talk about this in much more detail on my post about how to choose your real estate brand colors, but here’s the quick version. Choose two brand colors, two action colors and two grounding colors. You’ll use these throughout your online and print advertising. You’ll also use the same colors, fonts and graphics to build a cohesiveness and help keep your brand consistent.
- Photo and graphics standard – deciding on your photo and graphics is pretty fun too. I have an entire post dedicated to sharing the top websites realtors can use to get real estate themed stock photos. Your graphics will also include our overall vision of how any of your visuals will look. When potential buyers see your listings, will they automatically know it’s one of YOUR listings? How about someone seeing your ads online? Good branded content will allow you to come top of mind when people decide to buy or sell. And you want to be top of mind. One other tip: don’t forget about the fonts that match your branding – you need to stay consistent here too!
- Logo – you’ll use your logo on all of your marketing materials. A good logo will be the visual representation of who you are and what you stand for. It will say, in one picture, what your business is all about. I recommend starting with your business name and slogan and keeping those two in mind as you look at other realtor’s logos. Then, I recommend hiring a graphics designer to create a logo that encompasses your brand.
- Website and social media – your website is basically today’s version of a storefront. People can “window shop” your services by looking around and getting information without having to take the next step to call you. So, if this is the first place that people will get to know you, make it good! Because let’s be honest, people will stalk you, I mean, research you thoroughly. Your website and social media channels should not only be on brand, but should bring so much value, and be so much “you” that by the time your potential clients actually reach out and contact you, they’ll already be “sold” and will feel like they’re already part of the family.
- Print marketing materials – print materials are important regardless of you being a buyer’s agent or a listing agent. If you’re a buyer’s agent and need marketing materials that explain your services and help your clients throughout the buying process. If you’re a listing agent, you want to have marketing materials to help your listing sell. I recommend hiring a graphics designer to come up with a template that is specific to your brand. Your logo, colors, where and how you place your photos and words, can be saved as a template so each time you need new marketing materials, it’s easier to quickly make a new batch.
Deciding on your brand as an agent
So now you should feel ready to brand yourself as a real estate agent. This is a great way to get more people to know you and like you. It’s a great way to showcase yourself and become a household name in your market. I shared tips on how to brand as a real estate agent and laid out exactly what you should brand. To help you get started, I created a checklist to help you brand as the top agent in your field. Download my free How to Brand as a Real Estate Agent’s Checklist.