The real estate market is off the rails. Now more than ever, real estate brands rely on brand development agencies to set the stage for getting proper attention from the right audiences to help grow their operation. We’ve helped commercial, residential, and investment real estate brands, as well as brands serving the industry through creative and SAAS services. Here’s the proven framework we use at Propr Design to repeat those successes and help increase profits.
The first step to build your successful and scalable real estate brand is to gain clarity into where your brand currently is, and adjust its trajectory if it is not headed in the right direction.
Using your brand core values to compute, communicate, and connect with your target audience is the best way to reach the people who want to work with you. Most people want to engage with businesses and brands that they can relate to, and we all know no one relates to products, services, or features; they tell to what matters most to you. That’s your core value; start here.
To be sure you are saying the right thing to your target audiences, dedicate your brand to clarifying critical core messaging. Our approach starts by defining why you do what you do (pro tip – it isn’t just to make money), what fulfills you about your work, what you do are different and better, and who you do it for.
Your core message will not be your tagline or marketing slogan; those should be customized to your unique audiences based on what they care about and how you can help. But your core message is the bones of what you are communicating through your people, platforms, and products.
Not only is it precious to say the right thing to the right people in the right place, but saying it in the right way to convey the personality of your unique brand is imperative. With a defined character and tone of voice, you feel empowered to know the right design aesthetic and words for your marketing efforts. This step ensures folks get the right feeling and emotional connection with your brand, and you’ll attract the right people while repelling the wrong fit. And this works for all targets, not just customers.
Simply put, your brand is people-focused, no matter what you sell or serve. That’s because it is people connecting with other people to help them in one way or another. Using empathy to map out what matters to your targets, where they are influenced, what channels they are on, and what their pain points are, as well as how they measure success, is another way to infuse your decision making with confidence to get more out of your marketing efforts. Remember, marketing is an infinite game with finite resources, so do your diligence to get the best returns possible.
Now that you know your brand and your target audiences, you can confidently assess your existing assets and determine your priorities to maximize your investment in a competitive landscape. Likely your website and content aren’t telling the right story in the right way to the right people, so with limited resources, focus on the essential asset in your marketing arsenal: the website.
Put together your priority list. Your trusted brand advisor or agency should collaborate with you on priorities to ensure you have the proper guidance. Once you have your list, formulate the list into a top-down list of priorities, then put together a timeline based on the agreed preferences and your budget. This will serve as your roadmap.
With brand clarity, you are ready to take action to solidify your assets, channels, and vehicles to make more authentic connections with the people who you serve.
Optimize brand assets
With newfound clarity, begin building the assets your brand needs to connect and communicate with your target audiences, as well as compete with your brand’s competition. You’ll want to focus on consistent messaging and design across all touchpoints. Any lack of polish or consistency will send the wrong message, leading to losses in opportunity, revenue, and loyalty.
Asset Assembly includes refreshing and expanding current brand identity systems, including typography, color palettes, word and image style guides, and a critical comprehensive list of required vehicles for the primary channels for engaging customers.
Brand asset checklist
Consider the following when developing your optimized band assets.
What are the best and most effective lines of communication to connect with your audience? Identify the best channels to get your message in front of your audience. With your list of channels, next create an inventory of assets, sometimes called vehicles, you will need to carry your message to the right folks. The vehicles can be broken down into tools and templates. We list our recommended tools and templates below.
Propr Design list of key real estate marketing channels:
Optimization of your brand website
Easily the most important and necessary asset in your brand’s inventory, your website should function as the hub of all of your marketing and brand development activity. You understand your marketing opportunities now that you have clarity about your brand and your target audiences. You are ripe with excitement and confidence and begin updating or refreshing your website.
Refer to our Do’s and Don’ts of updating your website for our tips on getting the most impact on this critically important investment.
Tactical Tools & Templates
Empowering your marketing and making real connections with your targets is only a step away. The final step before action is creating an inventory of tools and templates to hit the ground running. These tools and templates will serve as the vehicles to communicate and connect with people. Vehicles should include a consistent, flexible, and easy to manage tool chest of creative templates and assets.
Out list for real estate tools and templates:
Here are a few Real Estate websites we have designed.
With steps 1 and 2 complete, it is time to hit the ground running and not stop. Your marketing approach when growing your real estate brand should consist of a multi-facet approach, with clearly defined metrics to measure and a reporting system to evaluate, learn, and improve each step of the way.
Create high-value resources (like worksheets, calculators, checklists, etc) to drive traffic to your website. Don’t feel like you are giving away the secret sauce when you share your intellectual property. Likely, that that that the people downloading them won’t replicate your people, experience, systems, and processes.
Stay active on social media to remain top of mind with your audience and provide interesting, relevant, and engaging content content content content. Share images, before and after, results, testimonials, and a mix of images and text. Never share personal information on professional channels.
Video, podcasts, live streams, and other forms of dynamic content can bring awesome results when coordinated with these other marketing tactics. Whatever you decide to do, make sure you know it’ll reach your audience, is measurable, you have a long-term plan, and the effort is sustainable.
The best marketing and brand advice is to act with sincerity and authenticity. Every part of your brand, from the way you talk to customers, to the performance of your website sends a message, that’s why we say everything is marketing. That message you send is branding, hence why we equate brand to reputation. When things aren’t sending the right message or giving you the reputation you want, take steps to align your brand with this framework. But, we are all very busy, so reach out to us at Propr Design, we understand the real estate industry, but not as well as you, but we know our craft very well, and together we can help make a difference for your company. Get in touch if you’d like to learn more about how we will clarify, activate, and grow your real estate brand.