Make your Realtor Brand an Irresistible One

The power of branding. Do you take it seriously? Are you doing anything other than the usual, common tactics to establish your name and UVP to buyers and sellers?

If your memory of branding has eroded over time, it’s wise to get reacquainted. Because improvements here can ramp up your PPC advertising, SEO, social media and word of mouth lead generation. A great brand means prospects will likely follow through to contact you, while a poor brand creates a bounce.

Your brand image is your promise to buyers and sellers. It exudes your trustworthiness, appeal and professional credibility, expressed through your online content such as marketing pages, social posts, videos, emails and blog posts. Should it be sophisticated, slick, or down to earth and laser clear? It might depend on your target audience.

Your brand is the reverberating message in your content that generates strong emotions about you being the right match. Because they’re looking for the right match.

If you’re not considering hiring a branding consultant or a graphic designer, then you might still be able to create an amazing brand image (and brand voice) for your online content. Agent branding isn’t about slick graphics, fancy business cards, logo design, or bloated claims and sales awards. Instead, it’s about building a trustworthy, credible reputation that matches the client’s preferences and expectations.

You might begin by visualizing a person, perhaps an idealized version of yourself, peppered with some characteristics of other successful agents. You might research words, images etc. that get a good message across. You might consider the words your clients use and the types of homes they buy. Visit the websites and social pages of agents you admire to see what their branded Realtor image is all about.

Real World Example

Below is an example of Realtor branding as seen at Josiestern.com.  The Realtor website homepage is really important, because this is the root of your value proposition and reputation as far as buyers and sellers are concerned. Whatever way you reached them, they are going to go to visit this page to see who you are and what your message is — what they see as your real identity.  This is why authenticity and trust is important to your branding.

Here, the homepage puts it right out there: Realtors you can trust, make the homebuying process easy and enjoyable. That message appeals to many buyers.  But did they finish the message? The fact is, you need content that gets your branded message across naturally and subtly, past their mental filters. When everything is put out to them cohesively, it resonates with them, and that connects with something deeply emotional with them.

Of course, what clients want or value isn’t exactly written in stone. Your digital marketing content can persuade them to adjust their views, values and goals.  But they’ll only do that if they find you to be compelling, someone they’d enjoy working with — not a stranger.

You are the voice of your blog, email, Youtube Video or Instagram post.  Your content must clearly power your brand message while it is focused on whatever listing or topic. While it seems like prospects are interested in listings and your assistance, they really are interested in how you will make them happy. So the real topic is YOU!

A Weak Brand Image Guarantees Being Ignored

A weak image or lack of it can definitely cause prospects to ignore you. Inexperienced, uninformed Realtors say there is no differentiation possible in real estate. “My services are no better than other Realtors.”  The truth is, your services and results can be as unique in prospect’s eyes as you want to make them. When I create your content, the subtle underlying message makes them see your talents, personality, character, effort, priorities, and judgment are in tune with any real estate activity.

With sufficient frequency in reaching them via SEO, PPC, social media and email, they might come to confirm that you are the only Realtor they should work with.  That’s the real message of strong preference, that ends their search.

Your Realtor Brand is a Built Image

Branding is very complex. It’s tough to describe or understand. It isn’t what’s taught in old marketing text books.

Some branding amateurs talk about Realtor mission statements, logos, photos, elevator speeches, long-term goals, taglines and your purpose and so on. It’s all to sell an end product of design services or consulting.  Your brand image however is simply what homeowners and home buyers think you will achieve for them.

You may need to hire a branding consultant to get this right from the start. It’s wise. I’m not a brand image consultant, however there are many you might hire. They will help make my work even better.

Regarding your digital marketing content, it shouldn’t be scraped material from Generative AI or just a collection of disconnected topics with no strategic focus. That will not work.

Instead, your digital content should be focused on useful, informative and goal-based topics which agree with their values, aims and hopes, and confirm that you are the “only Realtor for them.”  This focus on you is very important — you are the only one who make their dream come true. This branded exclusivity ensures other agents will disappear, whatever their offer is (including 1% commissions).

Branding is built on what prospects want, and your image is simply re-interpreted to them to make you look relevant and preferred. If you’re only trusted by a small group of people, are you really a trusted professional? Branding must achieve bigger aims to be sincere and trusted.

Questions to ask:  Why do they want to buy or sell? What values and decision points make them feel buying or selling is critically important and doing it well is right? If you can wrap your brand image around that, and you amplify your brand to the market, it will be almost impossible for other agents to beat you.

They may not be interested in how you look, what Broker brand you work with, or even your experience. They just want to ensure you make them feel good. Feeling good comes from comfort, trust, similarity, sympathy, empathy, and support. If you get these values across, they may not care about your looks, education, etc. They just get the belief that you will support their dreams and be nice to work with.

How To Dominate Client’s Awareness so They Can’t See Anyone Else

When client prospects see you, they’re seeing an image of someone they like, respect, and who can get the sales job done. Let’s take a look again at why people choose one Realtor over another.

• professional property listing and sales skills (legal, safe transactions, guidance, confidence, results)
• experience (efficiency, knows the sales process, no mistakes, time waste, and can negotiate a better deal)
• reputation (known for professional involvement, confidence, trust, and sales results)
• similar values (trust, respect, expected outcomes)
• similar age, gender, education, background (comfort zone, trust)
• they feel validated in their desire for and decision to buy a home (self-esteem)
• authority and knowledge (competence, awareness, confidence)
• work and social skills (responsiveness, hard work, assertive, good with people, persuasive, confidence, positive)
• appearance (visuals are congruent with what they buyer/seller respects and likes)

How do you Convey the Traits Prospects are Looking For?

The above suggests there are certain traits, abilities and accomplishments prospects are hoping for in their chosen real estate agent.

You can’t just tell them blatantly how you have all they’re looking for. Of course, they won’t believe you. However, you can convey all of the above strengths and traits subtly within your online content via experiences, events, accomplishments, etc.

• The style of imagery and tone of voice go a long way to indicating how you’ll engage with them. Whatever their mood is, is best to match.
• If they’re looking for patience, flexibility, focus on the right property, and collaboration, then this should be reflected in your homepage, about you page, emails, social posts and blog posts.
• It’s the reverberating message that generates strong emotions about you being the right match. Because they’re looking for the right match.
• It involves articles, stories, listings, and photos, along with a few other pieces that prove you’re real.

For each Realtor trait you need to establish in their minds, you need content to demonstrate it. That means for each piece of content you produce, the keywords, topics, subjects, stories, data, and graphics have to convey a strength.

You’ve likely heard people talk online about the power of storytelling. What they’re actually referring to is demonstrating successful events that lead to a decision — buying or selling and a successful transaction. They talk about narratives, but narratives have to be subtle and generate emotion, not just mechanical and obvious.

Brand Building Content Choices

The content your real estate marketing content expert will create for you has to be about topics, people, ideas, concepts, and outcomes the prospect believes in. You’re actually showing you share their values, experiences, and more so they trust you and take you seriously.

Here’s a few examples:

• a video showing your listing where you play up features your prospects are keen on (swimming pool, vista windows, modern bathroom, chef kitchen, large driveway, privacy, etc.)
• a blog post on your millennial client and why they chose you and your city and the neighborhood and home they bought
• a social media post on a visit to a local popular restaurant (a restaurant your prospect generally likes)
• a blog post on the techniques you use to get sellers to not choose a bidding war and sell it quick with you
• an about page that discusses your life and how your family is happy and still growing personally — demonstrating family values and self-esteem
• MLS listings that are interpreted by you so the property resonates with the wants and values of your prospects

You’re probably jumping head and wondering which client values really drive their decision? They’re all unique but they want competence, honesty, commitment, and the willingness to work energetically and cooperatively with them to get the best results for them.

The brand image or Aura that buyers/seller see in you is the realization of their dreams and values. Your brand image says, “I will make your dreams come true.”

Please don’t use that as your tagline or slogan! In fact, slogans may actually erode brand quality and impact.

While you’re here, please do take another look at my Real estate marketing packages for agents. You have my commitment to do the research and help you build a great brand and present it to thousands and thousands of buyers and sellers.