Executing an effective marketing campaign for your listings can seem like a dreadful undertaking – specifically for newer agents – but it doesn’t have to be. You’ll likely find yourself asking, “How should I present this property to the public? How should I present myself?” The solution to this seemingly daunting problem is actually found in this simple answer: there are essentially three ways to brand any listing.
What exactly is a brand? For our purposes, we’ll define a brand as a design strategy associated with a product. The application of the brand to a product or service is called Branding or Brand Management. Through regular branding, the consumer is trained to remember and recognize your product by its direct association with your design scheme. A brand establishes a feeling for a product – a visual connotation of sorts – that is essential for effective marketing.
There are three ways to brand your listings:
1.) Utilize your company brand
A great benefit of hanging your license at a real estate firm is the ability to use its brand to your advantage. Depending on the company, the brand can be a powerful marketing tool because all of the Brand Management has been done for you through years of consistent presence in the market. Therefore, the general public is already familiar with that brand – even if they do not recognize your name – and you should use this to your every advantage. Sotheby’s International Realty, for example, caries such an impressive reputation that you can enjoy the brand’s benefits with little effort, allowing you to do what you do best – selling homes.
2.) Develop and use your personal brand
A second avenue for branding a listing is the creation of your own personal brand as a realtor. Many of the world’s top producers understand this. They have a consistent listing portfolio, they are known in their respective geographical areas & they advertise continuously to their spheres of influence. This is achieved through persistent Brand Management. An agent’s personal brand can be anything from a recognizable logo to a consistent color pattern to a unique type treatment – or any combination thereof. A smart brand integrates well with the brand of the broker. An agent’s personal brand should never clash with the company logo and should always be versatile.
How does this effectively brand a specific property? This approach communicates to the public that you are a consistent producer of not only sales volume, but of quality marketing. With your personal brand, you build the same level of trust with your clients and prospects as any mainstream commercial product, giving the public confidence in you as their realtor.
3.) Create a brand that is entirely unique to a specific property
We all know an exceptional property when we see one – perhaps it’s a well-kept mid-century modern in the suburbs or an early 19th century Spanish architectural in the hills. These special properties deserve special marketing. A talented graphic designer or marketing team can tailor your specific campaign to reflect the soul of the property in its design scheme, creating marketing materials that reflect the personality of the home. This route not only wows your sellers, but signals to the public that the listing belongs in its own category and should be treated as such.
Now you’re ready to go!
Now that you’re familiar with the three ways to brand a listing, you can more easily structure your plans of attack when releasing your listings onto the market. Each of the three above methods can be blended together or used singularly as desired – just remember to keep your brands consistent and complementary to one another.