Branding Moment: Analysis of a Real Estate Brand Personality

By
Services for Real Estate Pros with Napa Consultants DRE00893924


On our travels through Santa Barbara, we often see this ad on the back of our buses, for this local real estate firm. This is what we refer to as "brand personality."  By expressing on their ad, that their real estate agents are attorney trained,  they have positioned themselves as having competence.

 

A competence personality is defined as:

Reliable:hardworking, secure efficient trustworthy, careful, intelligent and successful.

Intelligent: technical, corporate, serious.

Successful: leader, confident, influential.

 

In the corporate world, IBM as an example of a brand with a competence personality. Like IBM,(aka Big Blue), this brand uses Blue as its  primary brand color.  The expression "true blue" means dependable, reliable, stable, and the shade of blue is generally associated with these characteristics.

 

Keep in mind, that the unique promise of value is that this real etate firm is owned by a practicing real estate attorney.  The brand personality is a subset of the unique promise of value, and is part of the overall brand identity, as is the color choice.

 

This brand will attract those who can identify with its personality, because it is a reflection of how they see themselves.  Remember, people like to do business with people like themselves.

 

Do you know your brand personality?

 

Posted by

Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN LESS THAN 30 SECONDS?

 

ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in less than 30 seconds?

Watch the video above to see and hear how we do it. 

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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Barbara Todaro 08/06/2019 03:21 AM
Topic:
Real Estate Best Practices
Groups:
Luxury Home Marketing
Luxury Home Agents
Bananatude
Old Farts Club
Tags:
luxury real estate marketing tips
luxury real estate personal and company branding

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Rainmaker
1,669,438
Lise Howe
Keller Williams Capital Properties - Washington, DC
Assoc. Broker and Attorney Licensed in DC, MD, VA,

You raise wonderful questions for us to consider. Thanks for the topics to ponder

Aug 07, 2019 03:09 AM #34
Rainmaker
870,553
Elyse Berman, PA
Best Connections Realty, Inc. - Boca Raton, FL
Boca Raton FL (561) 716-7824 CRS, ABR, GRI,ePR

Good morning Ron and Alexandra Seigel , You make us really think.  I've always used blue because I like it.  But now you've brought up so many other things to think about.

Aug 07, 2019 03:33 AM #35
Rainmaker
226,854
Rick Frissell
HomeXpress Realty - Valrico, FL
aka "The Red Baron of Real Estate"

Great examples of branding Ron and Alexandra!  In a world of "big Box" brokers, "personality" can be a challenge.  A great book on the subject is book by Seth Godin, Purple Cow."  I like his line "why be a brown cow when you can be a purple cow."

Aug 07, 2019 05:15 AM #36
Rainmaker
1,009,255
Corinne Guest
Corinne Guest, REALTOR® | Barrington Realty Company - Barrington, IL
Barrington Lifestyles

As an agent I worked under a broker, he was THE MOST INCOMPETENT FOOL and Lawyer I have ever met. What he could not achieve as a lawyer my husband achieved with persuasion. Two sides to every story :)

Aug 07, 2019 07:03 AM #37
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Corinne Guest I am delighted you brought that up.  Like with every profession they are those who are great and those who are not.  And everyone should do their due dilligence before joining a firm.  Competence is the appearance that the brand personality is showing.  Depth is a whole other thing, that is where due diligence comes in.  A

Aug 07, 2019 07:09 AM #38
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Rick Frissell I have red Purple Cow, and Seth Godin is excellent, no doubt about it.  A

Aug 07, 2019 07:10 AM #39
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Elyse Berman, PA There are so many ranges of blue, and each has a nuance of its own from the palest of blues to the darkest navy in branding.  A

Aug 07, 2019 07:12 AM #40
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Lise Howe I think that giving people things to think about leads to a lot of learning on each one's part.  It is how I learn best...A

Aug 07, 2019 07:15 AM #41
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat Thank you for the feature in OFC.  It is one of our favorite groups. A

Aug 07, 2019 07:16 AM #42
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Myrl Jeffcoat  A targeted neighborhood is not a brand.  It is an idea you tried.  You are the brand, and if we were working with you, we would have encouraged that you fish for clients where you are talking with people.  You have the personality...That is what would be branded...There are so many ways to brand, we say it is like custom clothing that fits you, because it is designed just for you, based on you!  A

Aug 07, 2019 07:19 AM #43
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib indeed you have to decide that first.  We have a whole assessment that we do in the process of branding and discuss at length with our clients.  It is how we begin every relationship, whether it is a company or an individual.  A

Aug 07, 2019 07:21 AM #44
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® here is my opinion.  One should not tinker and keep changing a brand.  If you have the brand, it means you identified your DNA.  Unless you have a dread disease,where your cell structure need to be modified your DNA remains as is. Otherwise, it is no the right brand. It has to fit you perfectly like a glove.  A

 

Aug 07, 2019 07:34 AM #45
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Roy Kelley of course you law degree enhanced your status as a real estate broker, and no doubt led to your success.  A

Aug 07, 2019 07:35 AM #46
Rainmaker
683,301
Peter den Boer
Atlanta Communities - Woodstock, GA
MBA,GRI, Associate Broker, Realtor

Interesting...As soon as I read Attorny trained, my thoughts went to negative connotations about lawyers. Never know how marketing will be received I guess.

Aug 07, 2019 09:03 AM #47
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Peter den Boer I am certain that this is true for many who see that.  And as you well know, you cannot please everybody with your brand.  Just those who would enjoy  working with you.  A

Aug 07, 2019 10:47 AM #48
Rainmaker
510,724
Mary Hutchison, SRES, ABR
Better Homes and Gardens Real Estate-Kansas City Homes - Kansas City, MO
Experienced Agent in Kansas City Metro area

I think when you have a team of agents, it is important to have a brand and consistant marketing materials. Just working on my own--don't have a formal brand idenity

Aug 07, 2019 12:48 PM #49
Rainmaker
4,405,852
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Mary Hutchison, SRES, ABR If you want to be the go to person in your area, then you od need a brand identity in my opinion.  How would I find you if I wanted a home in Kansas City, MO?  Why should I choose you instead of someone else?  How does your website look?  (It is the first place people look at!).  A

Aug 07, 2019 05:27 PM #50
Rainmaker
1,827,177
Michael J. Perry
KW Elite - Lancaster, PA
Lancaster, PA Relo Specialist

On the other hand , I have discovered many times people who Brand themselves as Honest & Integrity have a nose like Pinocchio !!!

Aug 08, 2019 09:11 AM #51
Ambassador
3,279,345
Debe Maxwell, CRS
www.iCharlotteHomes.com | The Maxwell House Group | RE/MAX Executive | (704) 491-3310 - Charlotte, NC
Charlotte Homes for Sale - Charlotte Neighborhoods

Funny but, I am one of those 'cup-runneth-over' (super positive) people and like Corinne Guest & Peter den Boer, when I saw that, I immediately thought 'sleeze!'

Not to mention, the ad was on the butt side of a bus! LOL

Aug 08, 2019 09:18 AM #52
Rainmaker
165,500
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

Excellent lesson on branding, as usual!  I will have to think this out!  Thanks for posting these gems.

Aug 08, 2019 09:38 AM #53
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