Real estate branding is a strategy that realtors and brokerages use to communicate their mission, vision, and values to a target audience. The core components of a brand generally include a logo, tagline, brand colors, mission statement, and overall design language. A great brand helps consumers stand out from the competition and can help increase sales.
Build a Lasting Real Estate Brand: A Step-by-Step Guide
Believe it or not, the process that marketing professionals use to build a brand is very simple. Don’t let the simplicity of the process fool you, though—branding takes hard work, and many startups struggle from the first step. If you’re ready to take branding seriously, here are the steps you need to take:
1. Discover Your Mission, Vision & Values
Mission, vision, and values (MVV) are at the core of every great brand, whether they know it or not. So if you want to build a brand, you need to take the time to discover your MVV.
MISSION
All branches of the smart branding have this same goal, because owning real estate provides security, safety and opportunity for individuals. The technology we build helps real estate agents become more efficient at their job and find more customers to deliver on that mission. Our training prepares agents to be even better by utilizing exceptional techniques and systems, and the Smart Branding Teams constantly help investor find and sell property.
VISION
We want to win at what we do, and we do all we can to help our customers, agents and employees build wealth. We love to work with people who are passionate about working hard and also giving back to their communities in a big way.
VALUES
Our values are what everyone who works at Smart Branding Companies strives for each day, and they are applicable to any companies we work with. These values are also the metric we use to decide to invest or get in business with others. We believe our team’s success is determined by our ability to maintain our HEALTH, which is defined by our core values:
- Hard work
- Extraordinary results
- Accountable in all things
- Leaders only
- Teamwork
- Humble
2. Inspiration from Successful Brands
After you’ve nailed down your MVV, the next step to building your brand is to study great real estate brands for inspiration. Start by gathering branding elements of local agents and brokerages you’ll compete with then branch out to franchises or even brands that are outside of the real estate industry. The best way to organize branding inspiration is to create a “swipe file.” Gather brand elements that you like into a centralized file. When you’re done, you should have a compilation of logos, taglines, brand colors, social media posts, website screenshots, and any other brand elements that inspire you.
3. Create Objectives: SMART Criteria
That which gets measured gets improved. It can take years to build your brand, but creating a timeline with realistic goalposts to reach along the way is a crucial step in this process. The idea is to turn building a brand from a “wouldn’t it be great!” daydream into a concrete plan. Setting monthly and quarterly goals will probably give you enough pressure to keep you motivated, but not overwhelmed. Just remember that like most long-term projects, building a brand will probably take longer than you think it will. However, if you give yourself enough time to build your foundation with a solid MVV, the rest of the process should go relatively quickly.
4. Right Team: Convert Your Vision to Reality
They say if you give a mediocre team a great idea, they’ll screw it up, but if you give a mediocre idea to a great team, they’ll make it work. This is why hiring the right professionals to help turn your brand’s vision into reality is crucial .In the real estate world that means hiring professionals who know real estate. The team smart branding is the industry leader that helps brokerages turns their branding dreams into reality.
Design and Development:
One of the most difficult challenges in branding is coming up with a logo and slogan that work so well together that one immediately conjures up the other. The logo and slogan Pentagram created for TBS is the ideal of a great logo/slogan combination. The typography is deceptively simple and immediately brings to mind high-end professional services. It wouldn’t look out of place as a logo for a hedge fund or law firm. Fitting those qualities into an acronym for the brokerage was an inspired stroke of genius. It acts almost like a mnemonic device to help people remember the slogan AND picture the logo—perfect!
· The Smart Branding: Online Presence
Pairing the black and gold accents for TBS’ logo and color theme translates perfectly to the online world. As you can see above, the colors work perfectly on the saturated high-resolution images of properties that lure in TBS clients. The stacked logo and tagline are also very versatile and easy to place in many different layouts. TBS’ branding calls for a spare, minimal layout that is easy on the eyes and, more importantly, easy to scan on pages with a lot of information.
· The Smart Branding: Promotional Materials
Most impressively, TBS translates perfectly to promotional materials. You can see how great it looks on a bright logo tote bag. It’s not hard to imagine how great it would look on everything from bags, mugs, pens, calendars, brochures, dairies and anything else high-end realtors use as promotional materials.
The Smart Branding: Printed Materials
When you see TBS’ branding in print, the choice of bold, bright black and gold makes a lot more sense. Golden is the perfect color for a call to action. it immediately draws your eye like a laser beam. Bold, simple, easy-to-read typography rounds out the greatness here. Their gorgeous brochures are no exception. The black and golden color theme looks fantastic on their business cards and stationery.
The Smart Branding: Retail Building Signage
The outdoors is an even more challenging test for color themes and real estate branding. Like it does with every other application, TBS’ branding passes with shining colors. The black is a very eye-catching highlight color for a red brick building, and the stacked logo on the sign and the initials on the door both look, well, perfect. It looks hip and cool, but also obviously high-end.
Digital Media:
Digital marketing allows you to target and reach an audience beyond your locality — all in just a few clicks. Paid ads in digital marketing help you target those who are looking for landed properties and not just the uninterested general market. Digital marketing covers a good number of practices, such as search engine optimization (SEO), PPC advertising, email marketing, and social media management, among others. Each of them plays a role in the marketing mix and helps to build a brand successfully.
To create a digital branding strategy:
- Determine your brand’s mission and vision.
- Understand your audience.
- Know your sales funnel.
- Leverage market opportunities and competitive positioning.
- Create a cohesive design for your brand.
- Publish quality content.
- Choose the right digital publishing platform.
