As an estate agent, you know branding is important. If you operate in an area where there are many agents and estate agencies, it can be hard for people to differentiate between what is on offer. A brand is often the factor that differentiates agents and helps people narrow down their options.
If you currently think that a brand is about colours and a logo, you are wrong. These factors play a part in your overall brand, but the most important thing about a brand is what do people think when they see you?
If people see your name or logo and instantly make a positive connection or have a firm idea of what you offer, you have a good brand. If people see your name and don’t know who you are or are confused about your services, your brand isn’t connecting with your audience.
It is vital you understand your own brand and what you want to say to your audience, but more importantly, you need to know what people think of your brand. There may be a disconnection between the two, and even if you think your brand is suitable and effective, it may not be. Ultimately, if your audience doesn’t connect with your brand, you’ll struggle to gain instructions.
Can you define your brand?
As with most things in business, the starting point in branding comes with self-assessment. What is important to you and what do you want your business to say to other people. It is helpful to have a characteristic, feature or service that people associate with you as opposed to other agents.
There are many things you can choose to represent you as an agent or agency. Some firms take pride in their volume of sales in the local area, it may be that customer service is a key feature or it could even be something that adds value to your audience.
If you have experience in the mortgage sector which allows you to offer a start to finish service to your client that other agents cannot, this can be an element of your brand that stands you apart.
Know what your audience wants
Once you know the attributes that you excel at and which stand you apart from other agents, you need to start thinking about how this fares in the industry. Who is your audience and what do they want from you?
Does the brand you think you have align with their needs? If you think you have a warm and friendly brand that appeals to families, you will struggle if you deal with homes aimed at investors. If you offer a prestige service, aimed at providing the highest standard of service, you may struggle to connect with people who want to sell quickly and for the best value for money.
While your brand should reflect you and your key attributes, it must align with what your audience is looking for.
Who are your rivals and what do they offer?
When people valuate your brand, they don’t do so in isolation, they also consider your brand in comparison with other agents. You may consider yourself to be a budget agent who offers no frills, but if there is a cheaper agent around the corner, people looking for the low-cost brand agent will choose them rather than you.
You need to find a gap in the market where you can excel, or you need to find an area where you can be competitive. If your local market is big enough, you may get enough business out of being the second or third choice in your field, but this isn’t always the case.
It is vital you know your market and rivals, and you develop a brand that lets you be competitive in the local area.
Communicate your brand, consistently
When you know what you want to show to the world, what your audience is looking for, and how this brand fits in to your market, you are in a position to communicate to the world. Everything you say and do informs what people think of you, and this means you need to be consistent with your content and communication.
Social platforms are the ideal way to engage your audience and set your brand. You dictate the communication on your profiles and pages, so talk about the things you want to talk about, and engage your audience in a way that puts your brand to the fore.
To achieve this, you need to develop a plan. Being true to yourself makes it easier to be consistent, but when it comes to being professional, developing a content plan that is built on your brand is the way to achieve success.
If you are worried about your brand, or you need assistance bringing your brand to the fore, contact Agent Media. We are pleased to say we have worked closely with many agents, not only to develop their brand, but to communicate this brand to their audience with planned content. If this sounds good to you, contact us today.
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