REAL ESTATE BRANDING TIPS YOU SHOULD KNOW IN 2022

At one time, marketing a real estate business was as simple as getting out in the community, getting to know people, and generating some positive word of mouth. Now, however, with so much competition for the eyes, ears, and attention of local buyers and sellers, it’s vital for you to better define your brand and promote it throughout your market and beyond.


These top ten real estate branding tips will help you create a brand that gets attention for all of the right reasons. Then, promote that brand far and wide to bring in the warm leads that convert into enthusiastic clients.


1. Make Real Estate Branding Personal

You may think that branding is for big companies but personal branding is the new watchword in the marketing world. For real estate agents and brokers, personal branding is a vital part of connecting with buyers and sellers online before you ever meet them in real life. Think about the things that make you different from other agents in your market, then develop a personal brand to communicate that unique value proposition (UVP) to prospective clients.



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2. Rejuvenate Your Brand Image

It happens to the best of us — a few extra pounds, a few more wrinkles, and we no longer look like that headshot from back in the day. In addition, you may have put time and money into a marketing consultation, a new website, or a new logo a decade ago — isn’t it still okay? Well, no. Times change and your look should change with them. If you’re still holding onto that youthful headshot, that outdated color scheme, or that outmoded website, it’s time for a refresh.



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3. Create Consistency

Many real estate pros have one slogan or logo on their social media platforms, another on their business cards, and still another on brochures and mailers. They may be faithfully using their branded font while allowing their team or administrative staff to use another.


For branding elements to be meaningful they need to be consistent across all of your platforms and all of the members of your team or staff. If you haven’t already done so, create a style guide to clarify your brand’s colors, fonts, and the format of your branded materials in order to create a more consistent look.



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4. Define Your Client Avatar

Ask any real estate agent who their ideal client is and they will say: “I just love helping everybody!” While that may be true, there are certainly some clients you work better with than others.


If you love young, eager first-time homebuyers, focus your content, marketing, and branding toward their taste and needs. If you love working with senior citizens as they transition to a retirement community, focus your branding and messaging toward them. Define your ideal client and make all of your marketing more meaningful.



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5. Ask for Positive Reviews

What is the first thing you do when you hear about a new restaurant, store, or product? You probably check online for reviews. This is true for buyers and sellers in your market, as well.


Choose a platform then request reviews from delighted former clients in order to ensure that you have something wonderful for new leads to read when they go looking for information about your services. Streamline the process and automatically request reviews after every closing in order to consistently generate new, updated testimonials.



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6. Optimize Real Estate Social Media

If you frequently find yourself falling behind on your social media management, you probably need to create a better system and simplify your focus. Here are a number of ways:


Simplify your social media sharing when you choose one platform and go all in on it. Instagram is popular with real estate professionals and gives you the opportunity to emphasize the visual aspects of your business like beautiful homes and community engagement.


Outsource your social media posts by hiring a service, a graphic designer, a copywriter, or a marketing consultant to keep your platforms refreshed with professional content on a consistent basis.


Automate your social media management when you create connections among your various platforms. Use a platform like IFTTT to turn content like blog posts or email blasts into auto-generated social media updates.



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7. Build a Referral Network

Spend time connecting to referral sources like fellow real estate agents, former clients, and your sphere of influence (SOI). Put into place a process for sending new clients your way and don’t be shy — ask directly for referrals from these sources. Be sure to follow up with a thank you note afterwards to keep the good feelings going.



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8. Show Your Expertise

Use your content platforms — blogs, podcasts, videos, and more — to display your expertise and your market knowledge. Here’s how.


Post a regular Q&A where you answer questions about the home buying or selling process, your local market, or other real estate-related queries.


Interview local experts, leaders, movers and shakers and share the good things they are doing in your community.


Create infotainment designed to get your online audience laughing, engaging, and sending referrals your way.



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9. Market to a Niche

Rather than trying to be all things to all people, why not be everything to a select group of clients? If you have highly specialized expertise or advanced training in a particular niche, gear your branding and marketing to that group. Sample niches can include:

  • Farm and land sales

  • Luxury home sales

  • Resort-area sales

  • Investment properties and portfolios

  • Residential multi-family (duplexes, triplexes, and quads)

  • Probate and inherited properties

  • Divorcing couples

  • Condominiums and co-ops

  • Senior communities

  • International clients


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10. Generate Excitement

Find ways to connect your brand with excitement, entertainment, and fun! Host a food truck at your next open house. Sponsor a booth at a local festival, an annual 5K, or a children’s soccer team. Host a client appreciation night at the local movie theater. Make the connection in people’s minds between your brand and something wonderful and watch it carry over into their perception of you and your services.



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"You build it, I brand it."


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