Competition is intense in every field; you may be exceptional at what you do – but you need to make sure that people, especially your potential customers – know that. As a real estate agent, what are the strategies that you need to follow to build your brand?
- Create your Buyer Persona
This is your Ideal Buyer; to create this, you need to understand your target audience well. Take a look at the kind of properties you deal in and the kind of homes that are in your area. The look at the people living in the area you plan to work in – their average ages, incomes, preferences, hobbies, etc. Based on this, create your buyer persona; you may sometimes need to create more than one persona, if the demographic makeup of your area is very diverse.
- Check out the Competition
Take a long hard look at their strategies; see how they are branding, and learn from them, especially from the top realtors in your area. Follow the branding style – but don’t ape it; for example, formal/hip, and so on.
This may seem obvious, and most people do have a logo made; but the thing to remember here is that it is important to ensure that your logo needs to reflect your values, or what you stand for as a business – it’s not just a pretty picture. It also needs to appeal to your buyer persona. Take the Amazon logo for instance: the arrow from A TO Z indicates they sell everything from A TO Z, and also looks like a smile, to indicate that they bring happiness to the buyer.
Great slogans can certainly help to set a business apart from others – they are usually short, easy to remember, often indicate a key benefit, AND associate with the brand. For example – ‘Never Leave Home Without It’ from American Express, ‘Because You’re Worth it’ from L’Oreal, ‘The Best a Man Can Get’ from Gillette, and so on. A great slogan helps to inspire confidence in the minds of your potential buyers.
Ensure your website and all printed material have your photos; get high quality pictures of yourself taken by top headshot photographers, and show off your best side to your target audience. An experienced photographer will know exactly how to present you – your clothes, angles, lighting, expression, location, and so on – so that you look like you’re not just serious about what you do, but that you also take pride in it; and that is vital to convey.