As a real estate agent, you know when it comes to getting clients, referrals and word of mouth are only half the battle. A client referring someone to your business doesn’t mean that person will choose to work with you. Having a strong brand identity is what seals the deal.
Your brand identity is a promise to potential clients: it shows them what they can expect when working with you. When your brand identity represents you clearly and cohesively, you’ll retain more of the referrals you get.
So how do you to strengthen your brand identity as a real estate agent?
According to the Association of Real Estate License Law Officials (ARELLO) there are approximately two million active real estate licenses in the United States. Of those two million, 1,368,530 of them are reported members of the the National Association of REALTORS® (NAR) as of November 2018.
That’s a lot of competition. You need something that makes you really shine among the crowd, and a strong brand identity can help you do that. Think about what you excel at as a real estate agent. You could differentiate yourself by being known as an expert in a certain community or type of sale, for example. Whatever you choose, use your brand as a pedestal to show it off.
Remember, branding isn’t how you deliver the message: it’s what message you deliver.
Take Advantage of Your Online Presence
A recent study on real estate and technology performed by NAR stressed the importance of having an online presence. This study found that the first thing 44% of all buyers did when starting the homebuying process was look at listings online, usually through a mobile app. The study also confirmed that “Over 90 percent of real estate firms have websites, and the most common feature on their websites were property listings.”
This creates a golden opportunity for your real estate business to make a first impression. A modern website and active social media pages can go a long way to establish your brand identity and knock that first impression out of the park.
Claiming your Google My Business Profile can make that first impression even easier. Research suggests that over 68% of homebuyers googled their real estate agent before hiring them, but 42% of agents haven’t claimed their Google My Business Profile.
Look the Part
Your online presence, your business cards, your yard signs, your billboards—what these things have in common is that they’re yours, and they need to look like it. Your brand should have a distinct look and feel to it that is uniquely you. But more importantly: once your brand identity is set, you’ve got to be consistent in using it.
Inconsistent brands can be confusing for potential clients who are trying to get a feel for your business. According to Forbes Research, US Businesses lost $750 billion and 41% of clients over a three year period (2014-2017) because of inconsistent brand marketing.
As one of DesignRush’s Best Branding Agencies of 2019, we love helping small businesses create brand identities that stand the test of time and help them thrive.