Top Real Estate Strategies Email Newsletter

Be The Buzz!
Establishing your own unique brand

The three most important branding concepts that you must focus on are:

1) visibility---making potential clients aware of you

2) differentiation---setting yourself apart from competitors

3) recognition and recall---being remembered & recognized for a specific expertise

The American Marketing Association defines brand as a “name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of a seller to differentiate them from those of competitors.” It is important to understand that branding is not just about getting potential clients to choose you over the competition, but getting them to see you as the only one that provides a solution to their problem.

How can your brand do better than any other real estate agent’s brand? Determining the most relevant point of differentiation comes from knowing the needs, wants, anxieties, hopes and fears of your customers--what can you do to help them find or sell a home?

Branding = Differentiating Yourself

Humans think visually--a picture is worth a thousand words. A strong, simple and memorable logo can quickly connect you to your customers. Prime examples include Nike and Target

Your brand is the personification of your business and the services you provide. Brands are designed to build relationships, emotional connections and trust with customers. They offer an expected service and generate customer loyalty.

You must strive to be:

A better service provider

Unique in what you offer clients: create your “only” positioning statement.

Consistent in your efforts

You can build awareness in a number of ways:

Advertising and Publicity

Presentations

Articles and Newsletters

Customer referral programs

Branding your vehicles and your clothing

Co-marketing with companies who have the same client base: professional stagers and organizers

Being a guest on radio or television shows

Joining and networking in professional organizations

Writing articles or a column for a local paper

Write, speak, network---do whatever it takes to get known by people who need your services. Make your bio sheet and all your marketing materials look like a million!

Brand communication is using your brand on everything that supports your real estate business. Consistently display or promote your brand’s logo, tag line and website address on:

Company vehicles

Attire

Letterhead

Brochures

Invoices

Note cards

Thank you cards

Business cards

Ads, flyers, articles you write

Banners and signs

Voice mail message

Add business information in your e-mail signature line or set up an e-business card for your emails.

Tip: Add “I always appreciate referrals. If you know someone who would like to buy or sell a home, please pass along my name.”

Top 5 Business Image Boosters

It’s about them, not you --- start to see your business through your clients’ eyes and focus on them.

Talk about your experience, awards, designations, specialties in terms of how it relates to them. How your services can benefit them and their business.

Develop a multifaceted and “one of a kind” marketing plan that differentiates you from other real estate agents.

Pay attention to details and present your best image at all times. Conduct yourself and your business as if you earn twice what you charge!

Continue to improve and update your marketing materials and website.

About the Author: Sandy Dixon is a former Realtor® and sales, marketing and training executive. She teaches people how to start, market and grow their own real estate staging and interior redesign businesses, also offering redesign/staging workshops for both existing business owners and those looking to start a new career. Visit her website at www.interiorarrangements.com for information on her PR and marketing products and her training and mentoring programs.

And another important resource:

Each retained home buyer repeats or refers business worth approximately $10,000 in additional profit. How often are you asking your retained clients for referrals?

Monthly Mailings

Create visibility with your clients, prospects and professional partners by being consistent in your marketing. Send something that is of value that your recipients can count on getting each and every month or quarter. Send them a Recipe Postcard or Home Tips Postcard each month. Or send a Newsletter that will provide non-industry related articles for them to enjoy.