You hear a lot of talk about “branding” your business these days. Ever wonder what it is and how, exactly, you are supposed to accomplish the task? We can help!
Branding is a way to communicate your business identity. It is who you are and what your customers can expect when doing business with you.
Obviously, it’s impossible for you to be all things to all people — and your brand will differentiate you from others in the same field, offering similar services. You may be good at several things, but you want your brand to say what you do best and why.
Why Brand?
Your brand isn’t for securing a broad array of clients or customers, it’s a defining element that should be developed to appeal to the client type you most desire. You will be more successful if you are working with the type of people and filling the type of needs you most enjoy.
If you want to work with first-time home buyers, your brand will be different from a brand to lure clients with the desire to buy or sell vacation properties. Your brand makes your area of expertise clear and appeals to your ideal client. So you attract the client types that are best suited to your specific talents and those you prefer to serve. It’s a win-win.
Branding At-A-Glance
All of your real estate marketing materials should reflect your brand and your area of expertise. Branding makes differentiating you from your competition simple for your potential clients. If they want the “Oakville Subdivision Expert” and you ARE that person, brand yourself as such — and say so on your real estate business card and your letterhead! If you want to specialize in Brownstones or Craftsman-styled houses, do it! (And reflect that fact with a proper graphic on your printed materials.) If you prefer to work with young executives — stake your claim with a tagline that advertises that fact! Branding is how you make it happen.
If you are just starting out, a real estate starter package is a great way to begin your branding efforts. If you have been in business for awhile, but aren’t seeing the results you would like, determine if you HAVE a brand and if you have developed marketing materials that appeal to your ideal client type. If you haven’t, now is the time to do so. Our brand identity products will get your started.
Is a Brand Limiting?
Branding is only limiting if you want it to be. If your brand promotes your services as a downsizing specialist for individuals who want to retire to a single-level, easy-to-maintain home, you aren’t required to pass up the beach condo listing — but you can if you prefer not to get involved with the intricacies of condo homeowner regulations.
Service providers are often scared to “limit” their services, for fear that they may lose business. The truth is, being a generalist is a great way to be overworked and underpaid. Specializing within the umbrella of the real estate industry and carving your niche will boost your sales through referrals and will give you the time to KNOW and continually increase your knowledge in your particular area of expertise.
Being a generalist means you have to work harder to stay on top of too many different areas of the real estate industry; covering a too-wide geographic footprint. People who have been in the business for a number of years, have naturally built their brand. How? By having referrals and by traveling in particular social circles, they have created a niche — intentionally or accidentally.
If you are just starting out, taking the time and giving thought and planning time to the branding process makes your success happen faster. Define your ideal clients and then build your brand to speak directly to them.
Stay tuned for more blogs on creative approaches to real estate branding and building your business. We are here to help you succeed!