You are NOT just like every other real estate agent out there. You are unique and have something special to offer your clients. Your unique characteristics and abilities make up your brand. They are the reason your clients need you rather than some other agent. Developing a widely recognizable, effective brand image can significantly help your business.
Your Competitors
Start by checking out the competition. Sure, there’s a lot of it, but you can learn from them. What are the agents in your area doing that makes them special? Do they have a unique message or handle a particular specialty? What makes their marketing messages effective, or how are they falling flat? Is there a niche left untapped? Use your analysis of the competition to determine where you can fit in and make a mark for yourself.
Your Clients
Many agents talk a lot about why they are so great. When an agent is good at his job or sells many homes, he wants to shout it from the rooftops. That’s only natural. The problem, however, is that clients and prospects don’t really want to hear all about you. They want to hear the following:
- That you understand who they are
- That you understand their needs
- What you can do to help them
- Why they should choose you
It’s okay to name your achievements, as doing so shows prospects that you have plenty to offer, but keep the focus of your message on how you can–and will–help them.
Provide Details
We’ve all heard the same promises. This person will go the extra mile for us and that one will work tirelessly, but what does that really mean? Let your prospects know what you mean when you say you’re dependable. If you say you’ll be there for them, back up this promise with how you will be there and how it will benefit them.
Tell Them Again
It would be great if you could say something just once and expect your audience to remember and absorb it right away. But people are so busy that it often takes several contacts to get your message across. This means you may have to tell them, and tell them and tell them again, repeating your message in many different ways and across many different platforms. If prospects see and hear your message enough, they’ll know just who to turn to for help.
Your Slogan
A slogan sums up the most important point about your business in a short, catchy phrase. Make it count by creating one that speaks to your audience’s needs and embeds itself in the memory. Then, spread it far and wide, including it on flyers, business cards, letterheads, signs and display ads. Use it on your website and blog as well as in your email blasts and social media profiles. When prospects need help, they should remember your slogan, associate it with their real estate needs and immediately think of contacting you.
Your Logo
Create a memorable logo or hire a designer to do it for you. Choose colors that will appeal to your target audience and make sure that every part of it, from its shape to the words you include, is unique. You want something memorable that your clients and prospects will quickly learn to recognize and associate with you. Eventually, they will come to associate your logo with your positive attributes, and hopefully, favorable feelings about your business.
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