The market is savvy today, with consumers relying on social proof, brand authenticity, and human connections to make buying decisions. People want to do business with brands they know and like. This is why the P2P approach in marketing has become more popular. Most importantly, real estate buyers want to buy from brands they trust. This means that the brand must be able to deliver integrity, information, and clear communication.
It is important to remember that a brokerage’s branding strategy must be consistent. A solid and reliable real estate brand can help realtors demonstrate integrity and expertise New York City Real Estate while implementing effective communication techniques is also easier.
Ultimately, a brand represents all of the positive feelings and experiences a person has with an estate agency. Visual components like a brand’s font, color, and logo are just a few that combine to form a brand. Essential brand elements include the brokerage’s reputation, value proposition, process, and values.
Your brand’s story is what your agent must tell. What you’re good at, where you come from, whom you serve… all of this is part of your brand’s story. The agents must be able to relate to the brand to see its value. Tell them the story of your brand. Does it resonate?
Agents also have their brands, adding another layer to the complexity. If agents can’t harmonize their brand with the brokerages, brand compliance will be hard to achieve. In addition to brand compliance, your retention rate could also suffer. Agents may leave your brokerage if they find it too hard to stay on brand. Many expressed concern about agents switching from one brokerage to another. This is especially true for agents of independent brokerages who trade with a larger national brokerage.
It is essential to create a brand for your real estate business that is both consistent and malleable. While your brand’s core will always be the same, your agents can add their personal touches in certain areas. Lucidpress’s performance is superior to “form filling” software in part because of this. Real estate agents can create their marketing material using our templates.
Our template locking allows corporate designers to lock down assets such as logos or colors. This is a win-win situation: Real estate agents create materials with ease and pride, while corporate designers rest assured that their brand will be protected.
Brand awareness and the legacy of national brokerages are usually an advantage. Many of these companies have existed for several decades and are well-known. These companies must protect their brand from off-brand advertising and poor design to preserve the goodwill they have built.
Due to their small size, these independent local brokerages may be able to adapt more quickly. The local brokerages have the advantage of being familiar with the area and the people. These skills can all be used to build a recognizable and trustworthy brand.