Need More Business ... Then Branding is a Must!

By
Real Estate Agent with Keller Williams Realty

Personal Photo

Look around & take note from the Top Producing Agents.  What is it that makes them stand out, capture the business?  Reputation is a huge factor but more importantly is to be Recognized in the market.  The importance of Branding your image is huge when it comes to results.   

Branding can make even a new agent appear to be on top of the profession, a seasoned agent.  Branding can take many forms such as a simple logo, consistent colors, fun photograph of yourself or area.  Branding can be a slogo - mine is Experience that Moves!  The key to branding is to devleop simple elements that when glanced at immediately will be linked to you as an agent or related industry.  It helps you take command of marketing materials.  At a glance in the mail and they know it is you, at a glance at the sign and they think of you. 

Caution - be thoughtful in your design and choice of what you wish to be reflected.  My logo, the Goodrich Group, was designed by a graphic designer who just happens to be my talented daughter.  Simple, will catch attention at a glance, and the viewer immediately knows that my service is linked to housing. 

A Must- make sure you consistently use your brand on all marketing materials, graphics, web sites, etc.  You have to give it recognition so get it exposed. 

Personality - your brand must be a reflection of your image, personality.  Make sure it is professional but have some creative fun!

Branding- an often over looked key component to your business.  Well branded agents, like the Top Producers, have themselves masterfully branded.  It is an easy thing to do for all the great results.  Also gives a lift to your marketing and new energy to your business.

I'm from Texas so I couldn't resist ... Brand Away and get Moooving! (Well, maybe Texans would be a little offended by the corny part)

 

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Re-Blogged 2 times:

Re-Blogged By Re-Blogged At
  1. Mike Hughes 01/20/2009 12:10 PM
  2. Russell Haskins 01/21/2009 03:34 AM
Topic:
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Location:
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Anonymous
Kathleen Smith Weichert Realtors Suburban Properties in Westerly

Hi Connie,

What steps should be used to choose a branding statement?  Should we make a few lists of terms for real estate and another list of ways to describe what we do and combine them to make a statement?  I actually used this method when I was self employed and owned a residential maid service.  One list was all terms to describe where the work would be done like, house, home, cottage, office, victorian, cape, etc.  The other list was made up of terms for the type of work such as maid, chamber maid, housekeeper, house cleaner ets.  When I began to mix and match, I came up with several names and finally settled on Home Maid Cleaning Service.  It worked wonders because it was not only telling clients that I was a house cleaning service but also that my methods were old fashioned and something that is always better then a commercialized franchise service.  I used Everything is better when it's Home Maid.

I was just wondering if this would work with real estate terms.

Please respond and let me know if this will be a good way to deicde on what terms to use to best describe real estate sales.

Katie

Jan 19, 2009 01:45 PM #30
Rainmaker
97,874
Eileen Begley
Coldwell Banker, DelMonte - Carmel, CA
Monterey Real Estate

Hi Connie; Nice post about branding and consistency!  Coming up with the ideas can be tough but well worth it.

Jan 19, 2009 01:49 PM #31
Rainer
295,611
Stephen Kappre
KW Hometown - Mantua, NJ
Helping You Home

Connie - I like your post. I think many professionals are afraid to brand and slap their picture all over all types of material from fax cover sheets to the cars, etc. It can be done with class and without being "high and mighty" though.

Jan 19, 2009 02:32 PM #32
Ambassador
2,011,177
Christine Donovan
Donovan Blatt Realty - Costa Mesa, CA
Broker/Attorney 714-319-9751 DRE01267479 - Costa M

Connie,

I put a lot of time, effort, energy and money into this a few years ago, and have been pleased with the results. I even use much of it here in my AR blog as I do on all my print and internet advertising.

Jan 19, 2009 04:25 PM #33
Rainer
42,666
Blowing Rock Real Estate Boone Real Estate
Blowing Rock Investment Properties - Blowing Rock, NC

Hi Connie,

That's something I've got to start working on. I think I wanted to see who I was in the industry and really get a sense of things before I went ahead and labled myself. I've changed a lot since I started about 2 years ago but I think I'm starting to really come into my own. Thanks for the post.

Jan 19, 2009 05:44 PM #34
Anonymous
Lou Colombo

I have been working on this very thing for my wife and her partner. We have created their entire business around thier brand. Over the last five months it has turned into a lead generating machine! We do everything ourselves right in our own home. We also use their website image as postcards. Check out their website www.brevardrealestatereport.com I think this could be easily reproduced anywhere in the country. Take a look. I would love some input.

Jan 19, 2009 11:09 PM #35
Rainer
14,388
Dirk Johnson
DomainDrivers.com - Potomac Falls, VA

Hi Connie,

One very important component of branding in the modern environment is establishing links back to your website. Not only do they influence the search engines, but the right links cansend viable traffic directly.

With that, we started a new group:

Link Building for Real Estate - NEW GROUP (edit/delete)


Please join this new group, as we explore and discuss the subject of Link Building for Real Estate,

I think that this is the first ActiveRain group dedicated specifically to the task of disseminating information that will help you increase your link popularity.

The group is here to discuss the various ways that agents can get links to their websites. I bring nearly ten years of experience to the task here.

I've analyzed, in detail, the link profiles of hundreds of top-ranking real estate agent sites. I am ready to put that knowledge on the table for all to see. I also want your input. What works for you?

Here's the featured post for the group....Link Building Campaigns - A Very Different Business Perspective

In that post alone you will find an analysis of over a dozen link building methods that agents can use.

I've also put my own "top ten" posts about linking into this group. There is plenty to review and ponder, already, but I certainly invite all of you to add your own posts.

Forget about "fantasy" links that are "imagined" to be there for all to get, but that don't materialize! This is real world linking advice. Where do links to agent sites come from? How do YOU get them for your site? Find out here....Link Building for Real Estate,

Again, please join, and let's have some great discussion!

 

Jan 19, 2009 11:57 PM #36
Rainer
5,623
Andrew Bates
Bates Real Estate Group Inc - San Francisco, CA

GRT8 post Connie, thanks.

Jan 20, 2009 12:13 AM #37
Rainmaker
30,045
Sue White
BusinessTrainingTeam.com - Conway, SC

Connie - great point.  I do webinars on blogs for businesses and I emphasize knowing your target market.  I did not read all of the comments, so this may have been menioned - making sure your domain name reflects your branding.  It is easy to register a domain name and it can be used to point to your website or blog.

BuildYourReferrals.com

Jan 20, 2009 02:15 AM #38
Anonymous
Anonymous

I have been told about the effective use of always using the same color for mail outs. I sure you are aware of this as you mentioned this.

Jan 20, 2009 03:06 AM #39
Rainmaker
176,489
Rebecca Levinson, Real Estate Marketing and Online Advertising Consultant
Real Skillz-Clear Marketing for Your Real Estate Vision - Lake Geneva, WI

It all begins with branding.  Period.

Jan 20, 2009 04:44 AM #40
Rainer
7,953
Kay Carlson
Ebby Halliday, REALTORS - McKinney, TX

Connie,

Great ideas!

Jan 20, 2009 06:42 AM #41
Anonymous
Lawrence McBride

You hit the nail right on the head, Connie.  With so many agents out there, it is essential to brand yourself to acheive "top of mind" awareness and stand out.  I work with agents to give them a distinct brand in their marketplace and thus, a big advantage of the other, "generically advertised" agents in their area.  Do you remember those generic products of yesteryear, the ones that were in plain white packages with black lettering ("Beer", "Crackers", "Soap" etc.).  Completely forgettable and now gone, even if the product inside was every bit as good as it's non-generic counterpart.  If you are seeking longevity in your marketplace, you cannot afford to be forgettable!!  If you are interested in taking a look at http://bevirtuallythere.com/branding.htm

 

Lawrence McBride, Owner

Virtually There Media

Jan 20, 2009 07:28 AM #42
Rainer
2,615
Lawrence McBride
Virtually There Media - Henderson, NV

You hit the nail right on the head, Connie.  With so many agents out there, it is essential to brand yourself to acheive "top of mind" awareness and stand out amongst your peers.  I work with agents to give them a distinct brand in their marketplace and thus, a big advantage over the other, "generically advertised" agents in their area.  Do you remember those generic products of yesteryear, the ones that were in plain white packages with black lettering ("Beer", "Crackers", "Soap" etc.).  Completely forgettable and now gone, even if the product inside was every bit as good as it's non-generic counterpart.  If you are seeking longevity in your marketplace, you cannot afford to be forgettable!!  If you are interested in taking a look at what I have to offer, then please visit: http://bevirtuallythere.com/branding.htm

 

Lawrence McBride, Owner

Virtually There Media and SmartSell Systems, LLC

http://bevirtuallythere.com, http://smartsell4homes.com

Jan 20, 2009 07:44 AM #43
Rainmaker
583,511
Dena Stevens Coriz
Rocky Mountain Realty - Canon City, CO
Putting The Real Into Realtor Since 2004

I'm in the process of training 2 new agents, this is great info. I wish I had seen this when I started out.

Jan 20, 2009 01:17 PM #44
Rainmaker
173,700
Christine McInerney
Great Life RE - Knoxville, TN
The McInerney Team, Knoxville TN Homes For Sale

I too have a graphic artist in the family, my Brother, and I currently have him working on my "new branding launch" for 2009. 

Jan 20, 2009 02:04 PM #45
Anonymous
Randy Vera

Hi Connie,

YES!  Totally agree with you, and like you said, branding doesn't have to be expensive, you can do it yourself, or show off the talent of a family or friend- what's important is the feeling it portrays and what is says in a glance, and it  has to be consistant and it has to be on everything! 

BTW, I grew up in TX and thought your ending was cute!   

Thanks~

Randy Vera with Luxury Villas in Greece.  

"The best place for fun sun and peace, is Luxury Villas in Greece!" www.luxuryvillasingreece.com

Jan 20, 2009 07:07 PM #46
Rainmaker
28,075
Russell Haskins
Homes & Land - Knoxville, TN
Think Big. Think Homes & Land. Print | Direct Mail | Web
Thanks for the great blog! I have re-blogged it so my advertisers can learn from your experience :)
Jan 21, 2009 03:36 AM #47
Rainmaker
267,803
GEORGE/ Jorge
Equity Real Estate - Orem, UT
Utah

Hi Connie:

I really enjoy reading your posts.  Branding is such an important part of our business.  As a fairly new agent I can honestly say that sometimes we find ourselves short on cash to find a professional to help us brand our business.  I say start with the free stuff, your most important brand is going to be a picture of yourself and your name and phone number.  As a new agent branding myself has been a work in progress.  Send me an email and i can show you how I have branded myself for free. jorge.g.s.sanchez@gmail.com

Thanks,

Jorge Sanchez Remax Results
www.JorgeSanchezRealestate.com

 

Jan 21, 2009 02:45 PM #48
Rainmaker
141,250
Tre Pryor
REMAX Champions - Louisville, KY
Realtor, e-PRO - Louisville Kentucky

I completely agree that it's important, like in any business but for some reason I have so much more difficulty branding myself than I would for any of my corporate clients.

I appreciate you sharing with us!

-Tre Pryor | www.trepryor.com

Jan 24, 2009 01:34 AM #49
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261,098

Connie Goodrich

CRS ABR (McKinney Realtor)Texas
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