How to Build a Real Estate Brand People Love

August 2, 2023

Are you struggling to build a real estate brand people love? As a branding expert, I can tell you, it’s no easy task!

There are so many elements to branding, and it’s difficult to coordinate those elements so they all make sense together. Building a real estate brand people love is about creating a cohesive design and marketing message that resonates with buyers and sellers. Here are five tips to help you do exactly that.

1. MAKE YOUR BRANDING CLIENT-CENTRIC.

Your branding is just as much about your clients as it is about you. Of course you want to be authentic in your branding. But you also need your branding to show your clients what you can offer them.

Take your origin story for example. The story of how you came to be a REALTOR® is part of your unique brand. But instead of giving you-centric reasons for becoming a real estate agent (like the flexibility and income potential), focus your narrative around the client-centric reasons you got into real estate. Maybe you saw first-time buyers struggling to understand the buying process and knew you could make their lives easier. Or maybe you had a bad experience selling a home and wanted to provide better service to sellers than you received.

Focus on your clients when creating your branding.

2. TARGET A SPECIFIC NICHE (WITHOUT EXCLUDING PROTECTED GROUPS).

Many new agents want to cast a wide net; they want to appeal to all buyers and sellers in their area. But this actually makes it harder to find leads and land new clients.

When you try to target all buyers and sellers, you’re effectively competing with all other real estate agents in your market. But if you target a specific niche, you’re only competing with a handful of other agents who share that niche. Yes, you’ll be competing for fewer clients, but you’ll have better odds of winning each of those clients.

Consider choosing a target niche based on:

Life stage (first-timers, upgraders, retirees, etc.)
Profession (military, civil servants, college faculty, etc.)
Price point (fixer-uppers, mid-range, or luxury)
Special interests (those who speak another language, real estate investors, vacant land, etc.)

Just be careful to avoid perceived discrimination of groups based on any of the Fair Housing Act’s protected classes:

Race,
Color,
Religion,
Sex,
Disability,
Family status, or
National origin.

By choosing a target niche, you’ll be able to tailor your branding to appeal specifically to your niche.

3. STICK WITH EASY-TO-READ FONTS

This may sound like a no-brainer, but in the age of cool script fonts, it’s getting harder to read agent’s marketing materials. It’s impossible to build a real estate brand people love when people can’t read your message!

Make sure your branding’s fonts are easy to read. It’s perfectly fine to include a script font in your branding kit, but it still needs to be easy to read. And make sure the font size is large enough that even prospects with poor vision can make out your name and contact information. Be especially careful with your yard signs. Since yard signs are often viewed in passing from several yards away, it’s critical that the font be large and easy to read.

4. COMPLY WITH YOUR BROKER’S REQUIREMENTS.

When you’re building a real estate brand people love, don’t forget about your broker! Your branding must win your broker’s approval first.

Your broker will have a list of legal requirements for your branding. For example, all real estate marketing materials in California must include the agent’s real estate license number.

But your broker will also likely have a list of their own requirements. Your broker might require that their name and website appear on all your marketing materials. Or they might require the Equal Opportunity Housing Logo on each marketing piece, even if that’s not required in your state.

5. PAY ATTENTION TO AESTHETICS.

People naturally gravitate toward brands that are aesthetically pleasing. Unfortunately, not everyone has the talent for designing aesthetically-pleasing branding and marketing materials.

If you don’t have an eye for design, you can still get a professional-quality brand without the expense of hiring a designer for a custom job. With our affordable Real Estate Everything Bundle, you basically get everything you need for your marketing and branding needs. You’ll be able to build a real estate brand people love without any frustration or wasted time and energy.