Like any business, marketing is an important part of the real estate game. And more so than in many types of industry, you as an individual are at the forefront of your brand.
So what separates a solid real estate brand from the other guys? Not surprisingly, the Internet has some suggestions.
(It goes without saying that if you are part of a larger real estate company, you should adhere to standards set forth by your employer.)
- First and foremost, know your market — which means knowing your competition. What lines and imagery do other agents use? What specialties (“green,†“luxury,†“low-costâ€) or neighborhoods are well covered, and where might there be opportunities? Find a niche that you are both comfortable with and where opportunities exist.
- Next: Know your customers. the ever-invaluable Inman News website digs into the psychology behind the Realtor/client relationship and suggests four questions you should ask yourself to better understand your clients’ mindset. For instance: “What emotions do I want clients to feel when they use my products or services?†If you can get to the root of questions like these, you can build your brand to support those needs.
- Get comfortable with social media. You may have multiple accounts on every social media platform out there — you may even still use your MySpace page! — but we’re willing to be a few of you don’t know a hashtag from a hand grenade. It’s time to get up to speed. Many community colleges and other schools offer courses in social media for business or communications, and even if you don’t have the time or money to put into a class, we’re willing to bet you can find someone who will help. Choose which platforms are right for you; Facebook and Linked In are probably musts for professional Realtors, while Twitter and Instagram may depend more on your tastes and talents. Once you’re on these platforms, be yourself and stay on-brand. If you want to have personal accounts, restrict access to them and make sure there’s no confusion between them.
- Once you find your brand, “wear it.†Make sure that everything you put out represents you and your personal brand, from signs to e-mails, from pens to letterhead. From Trulia: “Not every agent can be the top salesperson in town, but each can find their own branding niche: dog-friendly agent, houseboat sales team, modern design brokerage, stone-cold investment-negotiation expert .. Then find visual guidelines and a business process to inform your specific customers that you are the right professional for their needs.â€
- You absolutely have to walk the talk: Many Realtors build their brand around trust and competence, which means you must follow through for your clients.
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