Ryan Arlia's blog

Branding and Real Estate Agencies

As a real estate agency you want to build a strong positive image of your company. By creating an effective brand, you can bring in loyal customers. As an agent, you are essentially selling yourself. So what is about you that you want people to remember?

Brand loyalty is about emotion. Developing a good brand is about solving people's problems; it's about doing something better, and different than everyone else in your marketplace. Many real estate agents claim to be "#1". This tells consumers nothing about who they are, or what services they provide.

Branding is all about perception. What perception do you think is created when six other agents are claiming to be the "#1" agent? "#1" could mean a number of different possibilities. As a real estate agent, you should be thinking what drives emotion. Consumers are drawn to products and people who fulfill a perceived need.

Lets say I want to sell a condo. I could either goto Jones - "The #1 Agent" or Rogers - "#1 in Condo Sales". Obviously I would goto the second option. "#1 in Condo Sales" displays a specialized service that I am looking for. His brand tells me who he is and what he does. Rogers is, or at least he has created the perception, in my mind that he is trustworthy. "Why you?" "Why should your customers choose you?" These are the first, and hardest, questions in building a successful brand.