A brand makes a difference in real estate. Most professionals put a significant effort into creating a concise, effective personal image for their business, and this is often the first thing potential clients think about when they decide who they want to work with.
So naturally, it is easy to see why creating a brand is a top priority for real estate agents across the country. Dedicating the time to creating the perfect complement to one's skills and services has the potential to increase clients and make it easier to sell homes.
However, the perception surrounding branding is starting to change. Clients are constantly asking for more out of their real estate agents, and professionals who have a hard time delivering could be left in the dust. With that being said, here are a few tips and trends that will shed some light on the industry and branding in particular.
Clients want their own brand
Real estate agents spend a lot of time and energy creating the ideal brand for themselves, but new trends emerging in the industry have shown that clients now want one of their own. This is according to Sue Adler, co-creator of the Hear it Direct conference, as reported by Bernice Ross, a contributor to Inman News.
At the recent conference, Adler explained that branding really does make a difference in real estate, Ross noted. Even so, many clients now want their agents to create a brand for themselves. This entails learning about local news and information, such as commute times, great places to visit and interesting shops. Most importantly, clients want personal information that is often challenging to find online, and instead requires a first-hand knowledge of the area.
With that in mind, it is also important for real estate agents to focus on their own brand. According to Adler, clients spend a lot of time researching their real estate agents online. They'll take a look at reviews and complaints, and these are often considered truth one way or another. So, professionals must ensure that their Internet profiles are ready for the watchful eyes of homebuyers and sellers.
Above all else, real estate agents will need access to information in order to excel in the industry. With CRS Data's wide range of suites and solutions, it is an easy task to acquire mortgage records, warranty deeds and much more right online. Instead of making a trip to the local courthouse, a wealth of information is a click away.
Play to strengths, emotions
Sitting down to create a brand can be harder than it sounds. While this image tends to be succinct and direct, it takes a little bit of work to get it just right. So, real estate agents should focus on a few key areas to ensure that their personal brand is exactly right for their industry.
According to Muse, a contributor to Forbes, the best way to do this is to look at three specific areas: emotional appeal, description and function. Emotions are the first place to go when building a new brand. For example, agents will want to consider how their personality impacts their professional life. Traits like organization, sense of humor and pragmatism could all be highlighted during this process.
Then, professionals should determine their description, Muse noted. Their industry will directly affect this stage, as will the target audience. Branding oneself as authentic, creative or passionate can all change people's perceptions. It is also worth noting function, including services and unique skills. A real estate agent should position themselves to stand out from the crowd and shine a light on the features that make them special.