Last month we had the pleasure of having Kiran Gandhi of Agent Consulting, join us to discuss branding. Kiran has a fresh way at looking at branding and it can really go against the grain.
During the conversation, it became apparent that many in the Real Estate industry aren't fully aware of the importance of branding and exactly what it is. Branding is so much more than just having a logo and colours. Branding is truly a reflection of who you are and who your business is.
With the 1000s of agents I have met over the years, many have chosen to brand along with their company colors. When asked why, the most popular response has been, "I pay $XXXX to be part of this franchise, why would I choose anything else". While I am not against this practice, its always a good idea to keep in mind, that you may not always be part of this franchise. Also, the colors of the franchise may not reflect who you are.
When it comes to branding you must start with some key factors
1. What Are Your Core Values? What is the message you are trying to send to your target market? What do you want them to know about you and how you deal with your business?
2. Who Is Your Target Market? Try to think in depth on this. Your target market cannot just be anyone who needs to buy or sell. Are you targeting a group of people in a specific area, or a group of people who are looking for a specific type of housing? If you are not sure of who your target market is, take a look at your past clients and see if there is a common denominator there. Are they all First time home buyers? Are they all young couples? Are they all home owners who are moving out of town?
Knowing who your target market is will help you cultivate your marketing pieces.
3. How Do You Go the Extra Mile? To the general public, most real estate agents are a dime a dozen. What makes you different from the rest? What makes you different from those who are part of your brokerage? What is your specialty? How is your "difference" of value to your target market?
4. Does Your Current Branding Reflect Your Answers Above?
Once you figure out the what your core values are, who you are targeting and what message you are trying to convey, it is a good idea to reach out to a branding or design expert. They will help put your ideas to life and in a way you could never have imagined. Many agents will try to create the logo themselves or use someone from Fiverr to get a logo created. This is not the best way to go, you want someone who truly understands your vision and you want them to bring it to life. You are an expert in Real Estate, let someone else handle your branding.
If you need help with your branding concepts or your business, please feel reach out to us at firstname.lastname@example.org We are here to help you transform your business and create a future of abundance.