Loren’s Step by Step Guide

Branding is one of those concepts that is frequently referenced, but never particularly well-defined.  We understand that good real estate branding ideas are important for our success.  However, when it comes to how and why we’re implementing them, things tend to get a little fuzzy.  The simple answer is that customers seek out an agent for one of two reasons. A personal connection, or recognition of a familiar and trustworthy brand.  The primary are a result of your networking efforts.  The latter are a result of your marketing efforts and the focus of this article.  If you’re looking to build a brand that sets you apart from your local competitors, then here are some guidelines to follow.

1. Depict and maintain a clear representation of your identity.

The first step here is defining yourself.  Who are you? What do you do? How are you and your services special?  It is more than likely that you will already have the answers to these questions.  If you don’t, then think about what you, or your customers, have valued most about your services.  Any aspect of your business in which you excel above and beyond can be an aspect of your brand identity.

The second step is to consistently live up to the identity you depict in your brand.  If you represent yourself as punctual, you can’t show up late.  If you represent yourself as positive, you can’t be negative.  Your brand serves as a promise to your clients.  When you fail to deliver on that promise, then you’ve lied in the eyes of your clients.  Obviously no one is perfect, but you have to do your best to live up to the brand.

2. Expand the reach of your brand

You can’t be everywhere at once.  This is why you have a website, an email, a voicemail, a Facebook page, etc.  You must be sure that each of these automated mechanisms of your business also represent the image you want for your business.  If you’ve chosen an identity that fit you well then this shouldn’t be too difficult a task.  All you need is to make sure your personal touch shows through in every aspect of your business.

3. Collect testimonials

There is only so much you can do to cultivate a brand for your business.  At some point you’ll need the help of your satisfied customers.  It’s highly recommended that you ask every one of your clients to provide you with a testimonial.  Ask for their impression of the experience.  Review these testimonials, and post them to your website and facebook page.  This will prove an excellent way to build credibility with future clients.