Branding for Real Estate Agents (Pt 2)
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Imagine you woke up tomorrow, and your dream customer knew not only exactly who you are, but what you do, how you do it differently, and why that mattered to them.
I want you to picture this dream customer going through their own real estate journey - whether that's buying or selling. They have a million things going on in their life. Yet, they knew right away that you were the agent to talk to.
You were the agent that could empower them to reach their own real estate goals. They're not just your dream customer. You're their dream agent.
That's the power of great branding. And that's what we're going to talk about today in part 2 of our Branding for Real Estate series. (Miss the first episode in this series? Listen or read part one here)
But before we begin, did you read or listen to Part 1 of this series? If not, head on over there before diving into today's episode. Because in today's episode, we'll be going over the last 4 of 7 steps when it comes to branding.
The Key Takeaways from Part 1
To briefly recap, last week, we covered why branding matters in real estate and for REALTORS. We shifted our mindset in step 1 to start thinking like a personal brand. In step 2, we discussed the most crucial part of creating your brand - the analysis phase. And lastly, in step 3, we talked about visual aesthetics like your logos, colors, and photography.
And to help you with these first three steps, I have some handy resources that you'll want to take a look at:
Mindset:
Analysis:
In this six(!) page freebie, you'll walk through how to start thinking critically about your brand and your ideal customer so that you can connect emotionally. I promise this is gold!
Visuals:
You are your brand! So showing up on social and in your content is integral to creating a lasting brand. Easily incorporate this into your marketing with branding photos for real estate.
"How to Grow Your Personal Brand & Social Following Through Photos"
Download my branding worksheet that guides you through taking your own high-quality photos
Once you make your way through last week's steps, keep in mind that a large part of branding is your ability to connect with people. Now, there are lots of ways you can form connections as a REALTOR, but one overlooked strategy is through your voice.
Step 4. Find Your Brand Voice
Your voice is one of your most powerful tools in real estate marketing.
How much does it matter if you look good if there's no substance behind your brand as an agent? That's where your voice comes in!
Your voice gives life to a brand by providing context and storytelling. It's your opportunity to show off your personality and who you are. Your brand might be very professional, casual, or even a bit funny. This is entirely up to you, but it should always be a genuine reflection of how you come across.
By using your voice you'll be able to connect whether your next homebuyer or seller is reading your marketing materials, watching your videos, or even reading your social media captions.
Words make an impact and leave a lasting impression. The best way to demonstrate this is through our next step.
Step 5: Create Content
Content is the essential piece of modern real estate branding!
Whether you're looking to speak to your ideal customer, establish yourself as the local expert, or stay in touch with past customers, content can accomplish most of your real estate marketing goals.
Now, content can come in various forms, from social media posts, videos, podcasts to even hosting trainings. No matter which medium you choose, content marketing connects you with your ideal customer. You're able to provide them with the information that they need and guide them along the way.
Let's take a look at a real-life example.
Imagine you're branding yourself as the go-to agent for new construction in your local area. What better way to establish yourself than through content?! You could create content around choosing the right builder, community overviews, tips for buying new construction, and the list goes on.
The customer who is interested in buying new construction knows that you are the perfect agent for them. It's a natural fit, and they know this through your content.
Try out creating a content piece once a month that supports your brand goals, then move up to weekly and more frequently.
If you'd like to learn more about creating content, check out these resources:
What's the easiest way to share content? Let's discuss in step 6.
Step 6: Show Up on Social
Sing it from the rooftops! Social media is your platform to start growing your brand as a real estate agent.
There's no better way to share content, demonstrate your personality, or find your next customer, than through a strategic approach to social.
Pick your ideal platform (learn how here!) and consistently engage. By posting regularly and commenting on other's posts, you can use social to spark conversations and demonstrate your own branding.
Choose a cohesive feel to your posts that will represent how you want your brand to be seen. If you're branding yourself as a luxury agent, make sure your social presence shows off that luxury feel.
I have many resources to go in-dept on what to post on social for branding:
Now, in the final step, we're getting personal with our real estate branding.
Step 7: Create Personal Experiences
This step is the nitty-gritty of what it's like to work with you!
We all know that your reputation is your brand. How you conduct yourself and the customer service you deliver represent your brand in a way nothing else can. If you're reading this blog, I know you are dedicated to your business and your customers.
So, let's uncover some out-of-the-box ways for creating experiences that mirror your branding as an agent.
Thoughtful Touches
Don't forget to extend your branding into the entire experience of working with you. One easy way to do this is through your closing gifts, customer appreciation tokens, or pop-bys.
If you're an agent branding yourself with beach-front living, extend your coastal vibe into your closing gifts. Consider including a box with your signature shell pattern on it and your signature sangria mix. Carry your branding into the little extras you do to make shareable and memorable moments.
And don’t forget to grab your copy of my Agent Branding worksheet!
UP NEXT:
I’m Heather Colby, host of the “Ideas for Real Estate Podcast.”
If you like what you read here today, I’d encourage you to take a listen to the episodes. :
It's time for seasonal marketing! Fall-themed real estate content and marketing on social media is not only trending, it also works in your Instagram Reels, posts, carousels, and more. The secret is to customize this content with photos and videos of you. So, in today's episode, let's plan an easy fall content shoot for you as a REALTOR to use in your marketing strategies this season!