Thursday, April 9, 2015

Branding Your Real Estate Business

Brands don't just pertain to companies. Individuals can be "packaged," so to speak, into a certain brand as well.

As a real estate professional, you can benefit from making a "brand" out of yourself. Here are some quick tips on how to establish your brand:

#1 Have your own logo

Whether you're working independently or as the owner of a brokerage group or agency, a logo will make you much more memorable. It's what your clients and the public at large will associate with your name and your work.

Have a professional graphic designer come up with a logo that suits you or your company. Place your logo on advertisements -- from billboards to brochures -- as well as paraphernalia like professional stationery, letterheads, office mugs, calling cards, your Facebook photo, and photos of your listings, even. 


#2 Use a professional headshot

You'll want to appear as a successful, highly capable professional. Wear your best attire. Put on appropriate makeup -- or get a makeup artist to provide this service. Finally, hire a professional photographer with experience in corporate portraiture. 


#3 Come up with a powerful tagline

It has to be concise, catchy, and meaningful. It has to capture the essence of your brand. Your tagline is your promise to your clients.


#4 Be consistent in your visuals

Visual identity is key to branding. The visuals that communicate your brand have to be consistent. If your logo, for instance, is a certain shade of green, the same green should be used for your paraphernalia. Have a designer or a branding agency come up with design guidelines for letterheads, email templates, brochures, fliers, ads, office stationery, etc., that use the same templates, color schemes, fonts, and logo placement, among others. When someone looks at an ad, they should be able to tell, at first glance, that it's your product and your services. Your identity should be stamped on it loud and clear.


#5 Be consistent with your “voice”

As with design, your brand's "voice" -- the style of its written and verbal content -- must be consistent across all media and platforms. If you broker high-stakes investments in commercial property, you may want to tailor yourself as a savvy, analytical, business-minded, no-frills professional. To this end, any written content -- whether on social media or advertisements -- should paint you, or your company, as this professional. On the other hand, if your market consists of families looking for the typical suburban home, you can opt for a lighter, more approachable, more personable, and more conversational tone in your written content to appeal to this demographic.


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