Today I want to talk to you about the brand you are developing for your real estate business and who you are speaking to. I have seen a lot of branding campaigns over the years and quite honestly they just didn’t measure up. I’m talking about the ones that use the agent picture as a logo for their personal brand. If you’re honest you’ve seen them too. They have their signs custom made with giant pictures of themselves on them, they have their face splashed all over billboards, and every marketing piece they send out is all about “me.”
Now, I’m all about self-love, but not in a branding campaign. It absolutely cannot be an ego-driven, “me-me-me” campaign. If this is your branding campaign, then watch the video below and then let’s get on with what you need to do to correct your brand pronto!
So what are the elements of a good brand? A good brand should do the following:
- Speak to the needs of your ideal client
- Differentiate you in the market
- Help to create a relationship between your business and your target market
- Convey the experience your clients will have
So how can you create a brand that does all of that? Well first you need to look at the kinds of people you like to work with. Do you work mainly with families? Maybe they are the ones that are upsizing or upgrading their current living situation. Or maybe you work in a large city and tend to work with upwardly mobile executives. What do you have in common with them and what do you do to help them that your competition doesn’t do.
That is where we step into the realm of differentiating you in the market place. You need to take your brand, which should never be easily confused with anyone else’s, and use common interests to develop it but also make sure it speaks to the experience your buyers and sellers will have when they work with you. Do you pick your client up in a limo or maybe show them a neighborhood in a golf cart? Do you provide an entertainment package for the kids if they are bringing their children with them to hunt for houses?
The experience you create for your client is so much more than your image. It’s all about the client. And trust me, that song above is one that should always apply when working with your clients. Let them “talk about me” and what they want and what they need. If you keep your brand and your experience client focused repeat referrals will be coming your way soon!
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