more than just a pretty picture
It takes more than just a catchy tagline and a beautiful logo to have a successful real estate brand. The real secret to a great real estate brand if the combination of a creative and consistent message and eye-catching visuals. It takes a strong traditional and digital media presence, valuable content and regular interaction with your customers to properly convey your brand identity.
In a world of postcards with headshots and tiny refrigerator calendars, what makes a real estate brand unique?
real estate brand tip #1: market yourself on Zillow
The National Association of Realtors stated that 92 percent of home buyers start the hunt online. Zillow is the largest real estate website, garnering over 160 million visitors every month. Zillow is where you need to be.
real estate brand tip #2: take extra time on your listings
Your listings can’t be the same-old-same-old that everyone does. It’s important to write descriptions that grab the buyer and paints a picture for them about what this listing is. Appeal to their emotions.
The MLS doesn’t typically give a lot of room to get wordy, you have to be succinct, which can make emotional appeals hard. In this valuable space, don’t repeat information that shows up in the details section; there’s no need to reiterate that the home has four bedrooms and three-and-a-half bathrooms– they’ll know when they look at the details.
Use this space to highlight the cool stuff. Is there double ovens in the kitchen? Hardwood floors? A walk-in pantry? Talk about it, get buyers excited to see the listing.
Change your dull listings to something like this:
A meticulously restored vintage gem in the desirable “Capital of the Silicon Valley”, San Jose. Perched in a central location, just minutes from everything in the city, this lovely craftsman style home has lots of potential. Featuring a finished basement, hardwood floors throughout, and a gourmet kitchen, you’ll live like you’re in the 1920s but with modern comforts. See the city as it was meant to be seen.
That creates an image of the home much better than:
Located in the heart of San Jose, this six bedroom, six bathroom home is situated on a .58 acre wooded lot that backs up to a local park. Great features include: new paint, updated kitchen and a walk-out balcony.
The second one leaves the reader with more questions. What park? If the paint is the thing chosen to be highlighted, what sets this home apart from others? This listing might be looked over in favor of another, more descriptive listing.
real estate brand tip #3: develop a blog
Home buyers are looking for more than just property price and features, they’re also looking for community. They want to know all the great food options, entertainment in the area, where they can explore the outdoors and more. Your blog is a great place to talk about your community and highlight what makes it great.
There are review sites like Yelp and TripAdvisor, but some reviews are just an unhelpful bunch of stars. It can take forever to sort through all the listings, find what you’re looking for and then sort through the reviews to find a well-written review.
That’s where you should come in.
Develop a series of blog posts– and consider using video– to get buyers interested in your area and increase SEO value of your website.
real estate brand tip #4: learn to livestream
Checking out a new listing for the very first time? Why not livestream it! With social media tools like Twitter, Facebook and Instagram all offering livestreaming options, you’ll be able to connect with your target audience in real time! Checking out your livestream gives your audience the feeling of being in on a “secret”, they’re seeing your new listing before it makes it to the online showrooms.
real estate brand tip #5: step up your public relations
Public relations isn’t just for the Coldwell Bankers, the agents from Century 21, or RE/MAX– it can be for you, too! Start by creating compelling content. You can set up email campaigns, choosing between drip campaigns for prospects, newsletters for your database and much more. You can send out helpful tips about navigating the market, highlighting new listings and sharing what’s going on in the community.
You should also take good care of your social media. With social media, you can share your blog posts, updates from your company like holiday schedules and closings, tips for buyers or sellers and even your listings.
Of course, don’t neglect traditional modes of PR in your branding. Media relations is a huge component of PR and should be leveraged accordingly. Research and begin to network with journalists, bloggers, magazine writers, editors and more. Start slowly building a list for distributing your content or pitching your news, but keeping in mind that your value is in the service that you can offer.
Regardless of industry, branding is very important. But, due to its unique people-centric nature, real estate branding comes with unique challenges and solutions.
do you need a marketing team who understands the unique branding needs for real estate?
At Hummingbird Creative Group, we have experience with commercial, residential and everything in between! Contact us today to see how we can help you build a better brand!