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Branding your brokerage slideshow - 1000watt blog

I recommend checking out the 1000wattblog. Since returning from Inman Connect they have been on fire! Here is a slideshow they put together for their Inman Connect presentation.

Along this same thread I also encourage you to read their recent post titled Heidi Fleiss and the future of real estate

Posted by Jonathan Washburn on 08/09/2007 02:55 AM

Comments (20)

real estate, brokerage, branding

Originally posted at: jonwashburn: Branding your brokerage slideshow - 1000watt blog

Post is included in group: Running a Brokerage

20 Comments on Branding your brokerage slideshow - 1000watt blog

AUG

2007

Excellent presentation, Jonathan...thanks for sharing it. A good reminder to work on our own personal brands ...and how important this is.

The blog is well worth reading too....bookmarked for reading again.

Thanks for the heads up - I'm going to check it out myself

Checked it out. If Mark can make me a fan, he can make anyone a fan.

Jon - this is a great look at real esate branding - the examples are right on target- thanks for pointing it out.

AUG

2007

Jon--Thanks for sharing Marc Davisons slideshow with the community. Marc is a real visionary in the real estate industry. I personally know him and his family and was happy to see his work make it onto Active Rain. We can all learn alot from Marc....

AUG

2007

Pretty cool, the point was well illustrated with some "comical" ads...You should see some of the doozies we see here in Miami...Honestly, you wondered what some of these agents are really selling...Great slide show...thanks for sharing...

AUG

2007

Wow the headless Host has a face! Thanks for sharing that Jonathan..I really liked Heidis article!

SEP

2007

I liked this slide show. Good, basic branding information in a condensed, easy-to-read format.

SEP

2007

thanks for this post very inspiring to a not so new destination. It looks like old real estate signs.

Ken Kirkpatrick JR
REALTOR
www.bestbuyhomeskilleen.com

OCT

2007

thanks for sharing this Jonathon, those other sites really had some great information and insite to share.

NOV

2007

This has put some thoughts/ ideas into my branding campaign. I feel that creating a brand takes a long time. It is not something that's built overnight - relationships (most important thing in real estate, not properties) takes time. Thanks for sharing.

MAR

2008

Thanks for posting Jon and thanks to those of you who have commented. 1000Watt is about to undertake a project called Brand Touch Points. Our goal is to create a map of every brand touch point from your business cards to your websites to the people whose lives you touch. Every one of these elements are extensions of your brand and speak for you. Every one of these elements need to administered to make sure that they convey the very essence of who you are and what you represent.

We will be publising this on 1000wattbog.com soon in a series of installments. I took 4 years of this in college and spent a lifetime and a career building brands. Brian and I going to pour everything we ever learned and know into this and will be posting it all for free on the blog. No strings.

Helping you keep the business lights running.

Marc
1000watt consulting
Turn On!

MAR

2008

Jonathan,

enjoyed the presentation, as well as the link to "Heidi" & "I am not a lead", all very interesting.

MAR

2008

Great post, I loved the presentation! I think many people underestimate the importance of branding!

APR

2008

Brading is important. It cannot be overestimated.

Branding is not putting your name on yard signs all over town. Branding is sitting down and aligning every single one of your touch points and making sure they resonate with your brand message and promise. Ca in point is C21's new Path Home commercial. It's a robust failure on every level. Is every C21 agent an Internet Marketing Guru? Probably not. This is a sample of my point. Branding is not about making the statement. It's about backing that statement up with truth.

If you're a Top Producer and if you are using this moniker in your branding campaign, ask yourself:

- What do those words mean to a consumer?
- Is this an attractive statement to a consumer?
- Do they view their desire to buy and sell as something you produce?

- Are you the only one using it or are other agents also using it?

How are you backing this statement up? Can I click on those two words and experience what that means to me online?

Think about this: Nike employs 350 people to oversee the brand, the brand message and the consumer’s experience. How many people do you employ to oversee your brand? Probably just yourself. In this case you need to be hyper focused on every touch point.

Does your website support your brand? If you are a luxury real estate agent does you site flow with rich appointments that serve the luxury needs of your clients or is it a cheap template from Advanced Access used by agents who sell trailer homes?

Think about this: The W Hotel chain brands themselves as a lux hotel. Every element in their hotel supports that claim. From the custom mattress and sheets to the Bliss products they offer you in the bathroom. Every Touch Point connects to the message. This is the kind of attention to detail that branding requires.

if you promise to "go the extra mile" define that. What is the extra mile? And once you define it, is that extra mile experienced in every one of your touch points? In other words:

- Have you gone the extra mile on your website? Does it have the best - IDX feed in America?
- Does it have community content mashed onto a map?
- Are there any forms on your site or have you gone the extra mile to make sure every question is answered and every content bucket is filled.
- Have you supplied your user with many different options to contact you?

What else?

- What is the extra mile you go to in your marketing plan?
- Do you do the same old, same old or do you provide a list of 20 marketing processes that no other agent in your has?

This is branding.

Branding is not tri-fold Hobbs Herder brochures featuring you holding a baby, walking on the beach or wearing a baseball Jersey and talking about hitting home runs. That stuff is joke and means nothing to consumer.

If you want to brand yourself as a lover of children they set up a play area in your office replete with PS2, WII, big flat screen plasma TV and Dora the explorer DVD's.

Create a baby-sitting service that care takes the children of your clients so they can view homes and be in the moment.

Want to go the extra mile? Offering that babysitting service for free for a year after they buy their home from you so they can go unpack in peace. And go out once in a while and enjoy the good life.

On you.

That’s how you brand.

It’s about being new.
Being different.
Being innovative.
Connecting with real needs and creating solutions to real problems rather than solutions to made up problems.

Davison.

JUL

2008

JAN

Good ideas thanks for sharing...

JAN

Thanks Jonathan - Great slide show. The presentation was clear, concise, and informative. And the comments are great. It is great to see the AR community at work.

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