When it comes to managing a successful real estate business, having the right tools on hand to generate and nurture leads, connect with consumers in meaningful ways, and maintain effective and efficient CRM with automation is essential. However, if you want to build your public image and create lasting relationships with clients, you really need to consider the role branding plays in differentiating your company from competitors and engineering long-term success. Look at it this way—brand matters.
If you believe you don’t have the financial resources or bandwidth, think again. Every step, whether large or small makes a big impact on branding. How can you ensure that your agents are helping you to promote your preferred team’s image? Here are a five real estate branding ideas for teams to employ in their marketing strategy.
Get Your Branding Ducks in a Row
It all starts with defining your brand, both in imagery and language. You need a logo and standardized, boilerplate language that agents can use whenever they represent your brand. This means providing resources that can be used on business cards, in email communications, and anywhere else agents may connect with prospective clients.
It’s essential that you maintain a library of logo images, including a master copy (that cannot be manipulated) and a variety of sizes and file extensions that can be used for both digital and print purposes. Make these logo images available to all of your agents for use on their company web pages and any print materials.
The same goes for branded language, including company descriptions (ideally a short and a long version), a short definition of the agent’s role in your company, and a few concise and flattering customer quotes that can be added to content on web pages to prove authenticity and elevate your brand. Who is doing this well? Visit The Rider Elite Team website.
Don’t forget to provide company email addresses and personal, branded agent website pages for each agent, as well as digital letterheads and email signatures for email and smartphone communications. Never miss an opportunity to turn agent communications into brand promotion.
Focus on Online and Social Efforts
It is said you have to spend money to make money, but you have to spend wisely. When it comes to building a brand identity online, this means focusing on a modern, engaging real estate website, targeted online advertising, and social media presence on platforms that are popular with your target demographic.
Boost Your Linking Game
Backlinks are widely accepted as one of the best ways to build brand recognition and boost visibility with search bots, improving search engine rankings in the process. Of course, it’s not always easy to grow a network of high-value, organic backlinks.
You’ll want to start by ensuring that every agent has a link to your brokerage website on their personal websites. You can also provide content (posts) for their personal blogs as a way to increase backlinks. Consider trading free content with industry-adjacent websites, as well, like trusted local businesses or non-profit organizations, in exchange for backlinks.
Consider Leaning into a Niche
Every business wants to cater to as many consumers as possible, but you can’t please all the people all the time. You may, however, please some of the people a lot more when you target specific, niche groups, like first-time buyers, those interested in urban living, or families looking to upgrade to a larger home, for example. If you can create a certain level of niche authority, you may be more attractive in a market saturated with generic brokerages with generic messaging. The Welch Team of Keller Williams Atlantic Partners Southside in Florida does just this with their Featured Area pages.
This is essential. No matter how much or how little you put into your branding efforts, they MUST be consistent. This helps you to raise brand awareness, ensure recognition, and build a strong reputation as a trusted brokerage.
Content for this post contributed by the team at JEMSU, an SEO & Digital Advertising agency based in Denver, CO.