For agents and brokers who have been in the real estate business for quite some time, you have probably noticed several changes in the space. From adopting new technologies to targeting a whole new generation of home buyers, it’s important to adapt and make the necessary changes over time.
Rebranding is a great way to put your real estate business back in the spotlight and show who you are, what you stand for, the services you provide, and your ability to adapt to the ever-changing landscape of this industry. But to ensure successful rebranding, you need to have a clear understanding of the importance of real estate branding and how to properly create your brand identity.
Why is the real estate brand so important?
No matter what city or market you are in, real estate agents and brokers are everywhere. With so many professionals involved in helping consumers buy and sell homes, the competition to gain and retain leads and customers is fierce. Having a strong brand identity will help you stand out and connect with prospects looking for a trusted, experienced and genuine agent and brand.
Here are five ways to keep your brand front and center and ensure the future success of your business, regardless of the intensity of the competition.
1. Define who you are and what you represent
Every brand should have a mission statement, especially in real estate. A mission statement allows you to put your brand and beliefs into words, giving prospects and prospects a chance to see how you can help them on their buying or selling journey. Write down what you stand for, why you chose to get into real estate, and what sets you apart from other agents and brands. Remember that every real estate agent, broker and brand around you is your competitor. A strong mission statement and a clear understanding of your strengths, services, and niche will not only help you determine your worth, but also showcase it to the people who matter most to your business.
2. Refresh your brand’s colors and logo
Redesigning your logo and updating your brand’s color scheme is an especially big step for agents and brokers who have been in business for over a decade. There is a new generation of buyers and sellers in the market; and it’s important to stand out on social media, so maybe it’s time to refresh your graphics and overall design. This can include renaming your business, updating to a more modern logo, transforming your business aesthetic, and changing your business color scheme. Websites like Pinterest can help spark trendy and modern ideas. Other platforms, like Canva, can help you take your new branding to the next level with marketing materials, both print and digital.
3. Modernize your website and blog
While many agents and brands have websites where prospects can read a bio and see current listings, a dated website may not reflect your modern business. Since a strong online presence is more important than ever, it is vital to have a website that is not only accessible, but also readable and visually appealing. If you’ve updated your website before, a blog can be a great addition. Real estate blogs are a great way to show off your expertise while providing additional resources and information to your audience. Just make sure to keep it up to date with recent information and follow SEO best practices to ensure readability and eye return.
4. Adopt your niche or your specialties
Like any real estate professional, your goal is to help your clients buy or sell. But it takes more than the basics to stand out in your market. It is important to showcase your unique selling proposition, or your market niche, to set yourself apart from the competition. Ask yourself what you do better or differently from other agents and brokers in your area. Maybe you specialize in first-time home buyers or relocation services. Or maybe you are in the vacation home and luxury property niche. No matter where you focus, it’s important to embrace and promote these aspects of your brand so that you are identified for your specialty and become the go-to source for specific real estate needs.
5. Promote your new brand image on social networks
From planning stages to completion, you want to make sure social media is at the forefront of your rebranding strategy. This is especially important for agents who have a larger number of subscribers. As you begin the rebranding process, you can post teasers on your social media platforms to let your audience know that you will be making changes, big and small. You don’t want to go out of left field with a whole new logo, color scheme, or website, as this can confuse your existing audience. Create a bank of new social graphics that you can use across all platforms, and even consider shooting a video of yourself explaining the rebranding for an added visual element. Make sure your branding, messaging, links, and IDs are consistent across all of your platforms so people can easily search and find you. If you do decide to go ahead with a real estate blog, be sure to share this content on your social accounts to ensure maximum exposure.
In order to stand out from the competition to improve and develop your real estate business, a rebranding may be the solution. If you haven’t updated your branding for a long time (or never), if your logo and brand colors are outdated, or if you are just looking for a way to stand out, refresh your design, your message and your overall branding is a great start. Make sure you stay true to yourself and what you stand for while adapting to this ever-changing industry – and in no time you’ll be on top!
Paige Brown is the Content Editor for RISMedia. Send him your ideas for real estate news by e-mail at pbrown@rismedia.com.
