6 Ways to Brand Your Real Estate Business Without Violating Company or Team Standards

When it comes to creating a brand for your real estate business, it can be difficult to navigate creating a unique brand without violating company brand standards and if you are part of a team, team brand standards. However, if you want to stand out in the sea of real estate agents, creating your own brand for your real estate business is a must.

6 Ways to Brand Your Real Estate Business Without Violating Company or Team Standards

First and Foremost - Know Your Firm's and Team's Standards and Requirements. After this, incorporate one, some or all of these tips to brand yourself and real estate business without violating your firm or team standards.

1. Brand Your Physical Appearance

Remember when companies had agents wear a specific color blazer? Everyone knew automatically what company those agents worked at. (BTW - Does any company still do that?) Branding your appearance is the easiest way to help people recognize you. For example, as The RE Geek, I wear a specific "uniform" when meeting clients, doing video chats or anything when someone will see me. It's always a black blazer over a graphic tee-shirt or brightly colored dress shirt, dress jeans or black slacks (usually jeans), pink lipstick and my glasses. It may sound weird but I've never not had a client recognize me the first time we meet. I based my look off my everyday look of jeans and a graphic tee-shirt while making sure I had dressier options as needed. My look never violated brand standards or company dress codes. Find your own personal look and turn it into your brand. Maybe it's crazy ties or cowboy boots. Whatever it is, never have a client meet you without wearing your brand.

2. Brand Your Online Presence - Social Media, Emails, Website

This can be harder to do on a team, as some teams require all of your business web presence to go through them. But whenever possible, make sure everything you do online has a cohesive, branded feel. Use the same profile and header photos on all your accounts. Try to have the same username for all your profiles and if it can match your domain name, even better! If you have personal brand colors, use them on all your profiles. Get your name as a domain name for your website and email. Curate your social profiles for maximum visual effect while offering plenty of useful content (remember the standard rule of 80/20 for your posts). Basically, make sure people don't question who's profile or website they are on. They should know instantly by your brand standards.

3. Brand Your Marketing Materials - Logos, Direct Mail, Flyers, Business Cards

Just like with branding your online presence, brand your marketing materials. Because here's the thing, you don't care where people saw your stuff, you just want them to know it's you and to call! And I think it goes without saying that your online branding and offline branding must match but just in case, I said it.

4. Brand Your Tag Line

Your tag line should tell people a bit about your business. For example, The RE Geek tag line is "Real Estate Coaching with a Geeky Twist." It tells you exactly what I do. It's on all my profiles. Your tag line should align with your business's brand. Once you know what your tag is, put it everywhere.

5. Brand Your Listings

I'm not going to go into too much detail here as I have a post all about this here but brand your remarks and photos on all your listings (including any required logos/text).

6. Brand Your Lead and Client Follow-Up

Maybe you can't brand your listings because of team standards. And maybe you can't brand your online presence and marketing materials. Maybe you are at a company that requires a uniform of sorts. Maybe you think you can't do anything, but you are wrong. You can brand how you handle your leads and clients before, during and after the sale. On client emails, I always end with "Have a great day" because it's what I always say when getting off a call or leaving a meeting with clients. And my mailed paperwork always has a handwritten note of some sort. And yes, people have noticed if I forget! Some people have the same closing gift package they send (this is not only great branding-wise, it's super efficient because even if you personalize one or two items, it's easy to turn out standardized gifts). Some agents mail out birthday cards, home anniversary cards, annual, custom market reports or other beyond the sale/top of mind materials. Your follow-up can be your brand. Your thoughtfulness can be your brand.

Building a personalized brand for your real estate business should never overlooked simply because you have to adhere to company and/or team branding standards. Once you know the standards you need incorporate or work around, you can easily to create your own brand for your real estate business.

Until next time my lovelies!

-M

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