Real estate is a saturated market. If you want to make yourself recognizable against a pool of similar agents, you must build a strong brand identity for your business. Here is our ultimate branding guide to attract the right clients, establish yourself as the local expert and strengthen your credibility.
What Is a Real Estate Brand Identity?
A real estate brand identity is the face of your company that represents the services you provide and a sense of who you are and what you stand for. Additionally, It sets the tone for how your business operates. Think of it as the visual representation of your business.
What does that look like? Your brand identity makes up a collection of elements that convey the unique value you bring to clients. It will have a consistent set of visual elements that create your brand’s aesthetic using the following:
- Logo
- Color scheme
- Font & style
- Slogan
- Graphics
Each of these elements plays a role in how prospects perceive your business.
Why Your Brand Identity Matters
Real estate is a competitive and saturated market. Therefore, you need to give prospects a reason to choose YOU over other agents, which is why brand identity is so crucial.
Your unique brand identity helps prospects remember you, your services, and the undeniable value you bring to your ideal clients. With a strong brand identity, you will have the power to:
- Establish yourself as the local expert
- Make it easier to attract the right clients
- Engage with your audience in a meaningful, authentic way
- Gain recognition as a leader in your field
- Strengthen your credibility
- Build trust with prospects
When done right, it can transform ordinary customers into a loyal following.
How to Create a Strong Brand Identity
When communicating with your audience, all of your brand elements need to be consistent. They should work together to match the personality of your brand and the type of people you are trying to reach.
Creating a solid brand identity for your real estate business requires the following:
- Clear message
- Visual aesthetic
- Professional logo
- A consistent tone of voice
Here is how to incorporate these as part of your brand strategy.
Define Your Message
Your brand message, or how your brand speaks, should be consistent across all of your marketing collateral. This includes anything from your real estate website and business cards to your social media profiles. It also should clearly convey the value you bring to your target audience.
You can start identifying your brand message by doing the following:
- Find your target audience
- Identify your value proposition (your why in real estate)
- Establish your personal brand
It’s all about asking yourself: how do you want your business to be perceived?
When potential clients see your brand, they should immediately understand what you do and what sets you apart from your competitors. That’s a good indicator that you have a strong brand identity.
Develop a Consistent Visual Aesthetic
Your brand perception is all about aesthetics. Think about how you want your target audience to feel when they see you or your brand. That’s a great starting point for figuring out the rest of your brand’s visual elements.
Your brand’s visual elements will include things like your color scheme, font choices, and imagery. Just take a look at TopShotPro’s Instagram, for example. The color scheme is blue and white, and the font choices and imagery are consistent throughout.
Consider implementing colors for your brand identity. Here are a list of common colors brands use and the type of messaging that comes with each.
Using a color scheme is a great way to evoke a specific emotion from your target audience. How do you want your prospects to feel when they see your brand or work with you? Keep in mind that consistency throughout your visual elements is crucial. When potential clients see your brand, they should immediately recognize it as yours!
Create a Professional Logo
Your logo is an important element of your brand identity. It should be simple, memorable, and easily recognizable. The logo is often the first thing that people see when they come across your brand, so it is important to make sure you make a good first impression.
Take a look at TopShotPro’s logo…
The best way to go about this, especially if you have no experience or skill in design, is to reach out to a graphics design team. If you are ready to elevate your brand and are looking for a team who can help create your brand identity from scratch, reach out to the marketing experts at TopShotPro here.
Establish Your Tone of Voice
The tone of voice you use when communicating with your audience should match your brand personality. Think about how you want your prospects to feel about you and your business.
Consider the following brand personality examples:
- Excitement — carefree, spirited, youthful, fun
- Sincerity — kindness, thoughtfulness, family values
- Ruggedness — tough, authentic, dominant, hard-working
- Competence — successful, accomplished, leader
- Sophisticated — prestigious, elegant, reputable
Which tone resonates more with you and the type of emotion do you want to evoke from your audience? Remember that your brand can include one or a few of these — just make sure it makes sense to who you are and the people you serve.
Our Client’s Brand Examples
- Sophisticated — If you specialize in luxury real estate, you may want your brand to feel sophisticated, elegant, and prestigious. Take a look at luxury DC agent Daryl Judy’s Instagram.
- Ruggedness, Competence & Excitement — If you want to be perceived as the “best of the best” and appeal to millennial prospects, consider making your brand feel a combination of direct, leadership, and fun. Take a look at luxury DMV agent, Jay Caputo’s Instagram
- Ruggedness & Excitement — If you specialize in helping people secure homes through non-traditional methods and you want your brand to feel young yet dominant, consider using this tone of voice. Take a look at mortgage broker, Adam MacBride’s Instagram.
Consider what personality traits you want to incorporate as part of your brand. Take a look at this chart below to see how your brand’s personality can (and should) match up with the people you are trying to reach.
Knowing exactly who your target audience is will play a huge role in which personality traits work best for you and your business. Not sure how to identify your ideal client? Read our blog here.
Make a Memorable Brand Identity, Gain More Leads
Creating a strong brand identity for your real estate business is essential for standing out in a saturated market, especially if you want prospects to not only choose you, but remember you.
With it, you will be able to cultivate a loyal customer base and build your brand’s awareness and exposure. This is key to creating and sustaining a profitable real estate business!
