Attract Buyers With A Distinctive You
Bernice Ross, www.realestatecoach.com
Most major real estate companies spend tens of thousands (sometimes millions) of dollars marketing their brand and virtually no money marketing the individual brands of their agents. Consequently, it's not surprising that many individual agents hand out business cards emphasizing their company's name in large letters and hope people will remember the picture and small print that describes who they are. While the company's goal in branding is to generate business from a wide variety of price ranges and locations, our goal as agents is to create a personal brand that specifically differentiates us from the competition.
Branding using your name is a poor idea since people simply have trouble remembering names. Even if you successfully market using your name as your brand, your branding doesn't allow you to successfully transfer your business in the future. To make effective use of branding in your business, here are four simple guidelines to follow.
1. Choose a brand that is easy to remember.
Two agents from Marina del Rey, California have branded themselves as the "Bizzy Blondes." I've known about them for years, but I haven't a clue about their names. All of their marketing materials say "Bizzy Blondes." The great thing about their branding is they can sell the brand to another agent or add other members to their team without ever having to change their branding. Furthermore, if I call their office, all I have to do is remember "Bizzy Blondes"-the phone call goes right through to their team.
2. Choose a brand that tells what you do.
As much as I love the "Bizzy Blondes" as a brand that is easy to remember, it doesn't tell me what they're "bizzy" doing. When you choose a brand for your business, it should definitely make a reference to properties, estates, or some other word that indicates you're in the real estate business.
3. If you work in a specific geographical area, choose a brand that says where you conduct your business.
Your brand should state the geographical area you represent: for example, "The Westlake Waterfront Specialists" or "Chicago Condominiums by John Smith." This needs to be in here because Chicago condominiums is probably taken. I can use this popular title, however, when I use the "by John Smith" phrase.
4. Choose a brand that tells what you do.
When it comes to branding, having a specific niche is much more effective than trying to be all things to all people. In the examples above, the first agent has a niche in marketing waterfront properties in the city of Westlake. The second agent has created a niche in marketing condominiums.
5. When choosing your branding, be sure it is available as a website and register it immediately.
If the web address is already taken, select a different brand. In the examples above, the agent could register www.WestlakeWaterfrontProperties.com or www.ChicagoCondos.com. In fact, with the advent of the Internet, it probably makes the most sense to use your web address as your primary source of branding. In choosing a web address, people are more likely to remember what you do and where you do it rather than remembering your name. Consequently, be sure that the web address you choose references both your geographical location as well as your specific niche.
6. Finally, the best brands are memorable.
For example, one agent who loves to play ice hockey also happens to have the same last name as a very famous hockey player. She has branded all of her marketing materials with a picture of her in her business clothes on the ice. Another agent created a niche working with clients who hunt or fish. His marketing materials showed him standing next to his pickup, his two dogs at his side, and a fishing rod in his hand.
Branding is the most effective when you consistently use the brand on all of your marketing materials. Consequently, your website, your cards, and each advertising piece you send out should contain the same branding.
Now, here's the great news about having your own brand. If your company is purchased, if you go out of business, or if you have decided it's time for a change, having your own brand lets you continue to market without losing momentum. In contrast, if I had been relying solely on the company's branding, I would have to start my branding efforts all over. This causes a loss of momentum, which in turn, usually results in a loss of income. Remember, the key to successful branding is to let your consumer know what you do, where you do it, and who you do it with! Make it memorable and they will remember to call you!
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