How to Create Your Realtor Brand Differentiation

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

I reiterate frequently in my blog posts and conversations that a brand image is your value proposition. It’s your promise, trustworthiness, appeal and professional credibility expressed through your online content such as marketing pages, social posts, videos, emails and blog posts.

From the first time they find you on Google to the 10th time they view your available listings, your brand is the glue that keeps them loyal to you. Without your wonderful brand image, they will jump to other Realtors. And that means the competition gets to erode your value proposition — pushing you out of the picture.

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.

 

After I help you achieve significant numbers of interested homes for sale searchers, whether you convert them to sales depends on your brand image.

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.

Here’s an example of Realtor branding with 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 this page to see what your message is — what they see as your identity.

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.

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 then must clearly power your brand message while it is focused on whatever listing or topic.  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 judgement are in tune with any real estate activity.

Once they get a frequency of this messaging, they come to confirm that you are the only Realtor they should work with.

To achieve Realtor brand differentiation, there’s a number of marketing activities you could carry out.

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.

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.

Branding comes down to knowing your prospect market really well. 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.

To get an edge on the competition, you could show strengths or specializing in specific types of housing, neighborhoods, sales results or buyers. Or you can build your image to show you’re compatible with all buyers. Clarity, simplicity, competence, honesty, experience, and other traits can carry you a long way with buyers and sellers. There’s a lot to consider and highlight in your marketing packages.

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, or gender. 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’re likely not that person, so the task is to convince them that you possess the Realtor characteristics they want.

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 in your online content.

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 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. And this must be done with subtlety and impact combined.

It takes skill to write believable content, create graphics, and videos, emails, and engage in social media daily in a fashion that conveys important points of differentiation. And to make each point of differentiation chain together to create an even bigger impact, requires great knowledge and skill.

You’ve likely heard people talk online about the power of story telling. 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.