As a real estate professional, your branding reflects your quality of business. But your branding also reflects your brokerage.
Getting your branding approved by your broker is one of the first steps in creating a unique brand that will set you apart from other agents in your market.
YOUR BRANDING WILL BE USED IN YOUR:
- Logos
- Business cards
- Email signatures
- Social media profiles
- Marketing flyers and brochures
- Door hangers
- Listing presentations
- Signage
So make sure your branding is exceptional and gets the stamp of approval from your broker.
Here are seven quick tips to get your branding approved by your broker:
1. INCLUDE THE BROKER’S NAME AND/OR LOGO
Your broker will never approve your branding if they don’t get a mention. Not only does your broker want the added exposure your branding provides for the brokerage, but in many areas, your broker’s name and/or logo is a legal requirement. Noting the broker’s name on your branded materials improves transparency by keeping the entire market aware of your broker affiliation.
Pay special attention to your individual broker’s requirements. Many brokers insist that their name or logo be listed in a specific location on your marketing materials.
2. NEVER TARGET BY PROTECTED CLASS
The Fair Housing Act of 1968 makes it illegal to discriminate based on:
- Race,
- Color,
- Religion,
- Sex,
- Disability,
- Family status, or
- National origin.
Many agents have violated this act without realizing it. Using a slogan like The Traditional Family REALTOR® implies that you only work for traditional families, which would be discriminatory toward non-traditional families and single people.
Before going to your broker, ask yourself, could anyone feel left out by my branding?
3. USE EASY-TO-READ FONTS AND COLORS
Your fonts and colors may not be a legal issue, but they can prevent your broker from approving your branding.
With so many fonts and colors to choose from, it’s easy to choose the wrong ones. Many agents choose “pretty” fonts and colors that are difficult to read. Script fonts are often too thin and too elaborate to be easily read.
Remember, you need your prospects to be able to read your name and number at a glance. Imagine buyers driving by a home with your sign. Can they read your name and number from their car on the street? Because they’re not going to get out of the car and walk up to the sign to get your information.
4. INCLUDE YOUR REAL ESTATE LICENCE NUMBER AS NEEDED
Some states, like California, require real estate agents to include their license numbers on all marketing materials. Failure to comply could result in fines, suspension, or even revocation of your real estate license.
If your state doesn’t require your license number in your branding, don’t include it; it can make your branding look cluttered. But if your state does require it, make sure it’s included.
5. DISPLAY DISCLAIMERS AND EQUAL HOUSING OPPORTUNITY LOGOS CONSISTENTLY.
Laws vary on which disclaimers, fair housing, and equal housing opportunity logos and text real estate agents need to use. In many areas, each broker gets to decide how these will be displayed for the brokerage. The important thing is consistency. Every agent in the brokerage should be following the same guidelines in their branding.
6. USE “REALTOR®” CORRECTLY
REALTOR® is a registered trademark of the National Association of REALTORS® (NAR), and may only be used by agents who are a member in good standing. If you are not an active member of the NAR, you cannot legally use the title.
If you are a REALTOR®, the appropriate way to use the term in your branding is in all capital letters with the registered trademark sign (®) at the end.
7. HAVE A PROFESSIONAL DESIGN
Your real estate agent branding is the first impression prospective clients get of your business. It’s in your best interest to have your logo, name, and other branding elements polished and professional. And because your branding also represents your broker, your broker should insist on quality design.
If you don’t have a strong eye for design, spending a few dollars on a professional branding design package is a strong investment.
We offer professional real estate branding at affordable prices. You can purchase editable templates once and reuse them throughout your entire career. You deserve modern branding that will set you apart from all the other agents in your market! And with a professional design, you’re more likely to get your branding approved by your broker.
Share these tips!
