Realtor branding/Logos - How is the public responding?

To me,I think branding is good for the business. A brand of course is a trademark or distinctive name identifying a product or a manufacturer. Branding to me can be a way of using a slogan or logo to establish yourself as a realtor/business and separating yourself from everybody else. How are you going to stand out if you are doing the same thing just about everybody else is doing? But just remember to gear your business towards everybody and not ignore certain people just because of income,status or any other reason. But a lot of companies don't do that and it is not good at all. Ignorant people shouldn't ignore low class/low income people. Why? Low income people today are poised to make $150,000 + in salary in the next five years or so maybe sooner - nobody knows. Whoever thought Sergey Brin and Larry Page ( GOOGLE GUYS ) would be worth like close to or more than a $20 billion a piece in like five years. Are you kidding me? Google is worth like close to a trillion now. Great post.

I agree with many of the thoughts shared and I think it comes down to how we go about  branding ourselves.  Some prefer the gimmicky type and others prefer more traditional branding.  Each attracts a different client, I guess it really boils down to how much this really plays into it all.  

If a client interviews two agents, will the branding matter?  Or will the strength of the agent's presentation and knowledge win the business?  

I think branding is good but should not be overplayed. 

I get name recognition and with my photo attached, I get recognized in public.

Works for me.

But I try to associate myself with my services, more than promote my handsome mug AS the service.

And I will be adding multiple domain names focusing on real estate, with my name included.

Branding is good for any business!  The purpose is to leave an "image" or "connection" to your business that people will remember. 

One night several years ago as I had one of those "restless can't get to sleep nights", my mind kept going over umpteen million things.  It was then that a logo and tagline came to me for my business.  I was so excited about it, drew a quick picture of what I wanted and showed it to a graphic artist who produced the logo.  It has proven to bring in repeat business alot, and even new business if the person has SEEN it enough times to remember it.

I am a Mobile Notary, and my logo appears below along with my tagline.  I also have a red feather pen (ballpoint) that I'll use on occasion, just for fun and conversation. 

Barbara Linker

Hi George..You opened Pandora's Box. it's not a simple answer because we are in the service business, people relate to our service,

 Hence building relationships, a Faceless brand name may give service too, but people still like to say call my Realtor...George. When selling your business time comes around, maybe we should look at a different business model, Take Russell Shaw as an example, he says he has not personally met with a client in years, his team does. This business model could be left in place with the right people in charge, and you could see a endless income well into retirement...now that would also be a valuable business to sell.  Therefore if it's Branding in your personal Name,or a business Brand,like the Russell Shaw Group. It's still how you relate to people in building good relationships. Personal promotion can still work if you're not just talking about yourself, but what's in it for your client.

Cheers, George let me know when you have the answer!

George,

I am one of the few agents that don't post my photo everywhere.  While I probably will put it on AR at some point.  I think that many agents do the glamour shots thing, and then it is weird when you meet them.  I don't have photos on my web site or business cards. I just don't think it is professional.

 Yes we are a service industry, but so are doctors, CPA's, attorneys.  Most MD's promote the group practice in advertising, but people still refer to the individual doctors within a practice. I think real estate agents should strive to create a similar model.  Yes, we are selling our professional services, but if the agents within a group do it right, they are branding the company model at the same time.  There are clinics in town where you can go to see anyone there if your MD can't see you, and you get good care.  Others, you really want to see that one specific doctor.

It really is up to the principal brokers to ensure they have quality people representing their brand name, as what those individual agents do in branding themselves reflects on the company.  I think that most consumers want to look at a website and see if it is a quality company with quality services.  I really don't want to read the sales pitch on some agents web sites.  It's not a practical use of my time as a consumer.

Hi again George.. I just read Lois Gellers blog post called You are your own special brand, she has some suggestions and ideas for Branding for Realtors.

 Cheers, have a great day!

George,

That my friend is the majic question. Which do people want. Small company versus large. I suspect that the only way to determine the true outcome of that question would be to surrvey the clients over a broad spectrum. I will not debate the merits of either one but will ask this question. How many of us have been frustrated when calling that small independant office only to get a voice mail and a follow up call back some 3-5 days later? Of course their are good agents and bad agents everywhere. Calling a large company does not gurantee that the agent you are looking for will call you back either, but at least there was someone there to answer the phone so you know the message was recieved.

Geroge, We have always had a logo and a slogan.  It goes on everything!!  We even have it on a rece car we sponsor and let me tell you we have received a lot of business from it.  we are one of the few in our area who use them and I think when people see it they remember it.

We Do The Work...So You Don't Have To!

Hey George, great question!  I think our market has shifted over the past few years & the public wants information and results. I don't think they care as much about WHO provides it.  Print advertising has obviously lost ground & I think that is where the self promotion / branding came into play.

Now that the internet is far outstanding, the public is looking for data.  For me, I think it has become more important to "brand" the web site and continue to keep in touch with my past clients by means of name recognition.

Thanks for the awesome job you do in selling Idaho Real Estate!

Don

www.sellidaho.com

George,

 This is a good question and one I pondered in the past year.  In my almost 20 years in corporate America my job was to build, grow and protect several large brands.  So, when I got into this crazy business I thought long and hard about branding and what I would do as an exit strategy. 

 Rather than brand my name I selected TEAM 1 ONE with my name as a minor part of the brand.  During the next year I will phase out my name and then I will have a good brand and a book of business that can be passed on or sold to another agent at some point in the future.  Attorney's, dentists and CPA's do the same thing all the time.  I will have a database of at least 10,000 met's by the time I would consider doing something with the book of business.

Branding is critical but be careful that you don't become the brand or it will be very difficult to pass it on to another person.  If your exit strategy doesn't matter then brand your name strongly and don't worry about the future.