real estate branding

An Agent’s Guide to Real Estate Branding and Differentiation

May 22, 2019

The real estate market is saturated with agents offering the same things as you. That can make it difficult to stand out from the crowd. That’s why branding is so important. In this installation of the Lakeside title blog, we would like to share a quick and easy guide to real estate branding so you can differentiate yourself from the other agents in your area.

Understand Your Audience

Creating a persona for your different targets will help you reach the right audience. A persona can be created based on basic demographics and details such as:

  • First-time or repeat buyers
  • Common needs
  • Income
  • Local culture, values, and traditions
  • Other common traits you might notice based on conversations or social media comments, and so on.

Define Your Unique Value Proposition (UVP)

Your UVP focuses on what you do well, and this is no time for modesty. Ask yourself these questions:

  • What skills do I have that will resonate with clients?
  • Do I specialize in helping a niche customer such as retirees or first-time buyers?
  • Do I specialize in certain properties such as condos, waterfront, or retirement communities?
  • Do I have certifications?
  • What is different about what I offer?

You can then use your answers to sum up your UVP in a few sentences.  

Write a Killer Bio

Your UVP is an important element for writing a great bio. Your bio is a persuasive piece of marketing that can be used across many channels. You not only want to separate yourself from other agents but also make an emotional connection with potential clients.

If you can do it in 300 words or less, then all the better, as it makes for an easy read. Some things to include:

  • Make your story memorable with interesting personal anecdotes.
  • Tell them why you love real estate and a bit about your history getting there.
  • Highlight your UVP.
  • Mention achievements and awards.
  • Add benefits of your specific skills and knowledge.
  • Mention special marketing techniques you use.
  • If you’re new to the business, throw in some brokerage stats or mention past career skills that might be strengths in real estate.

Practice Brand Consistency

Make sure all marketing adheres to these branding rules:

  • Use the same colors, fonts, and overall design.
  • Use the same logo, headshot, and types of images.
  • Be consistent with your brand promise, tagline, and bio.
  • Always use the same tone and manner for your copy.

Apply these rules to the following:

  • All online marketing
  • Print materials
  • Signs
  • Email campaigns
  • Any other marketing such as TV commercials, print ads, video, and more

Create a Dominant Online Presence

Your online presence should appear across all channels available, including:

  • Your website
  • Social media
  • Leading real estate search websites including realtor.com
  • Online reviews and rating

Use your bio for your profiles with a pleasing headshot so that people can recognize you. Don’t forget to ask clients for reviews to help build your online reputation.  

Choose the Right Channels

Focus your efforts on the channels that appeal to your audience. Some popular channels for real estate agents include Facebook, YouTube, Instagram, Twitter, NextDoor, and LinkedIn.

This guide will help you outsmart the competition and reach the best clients to grow your business.

Lakeside Title is Here to Serve You!

Lakeside Title offers the title insurance and related services you need to ensure your transactions and funds are secure. Using our streamlined process, residential and commercial real estate transactions are easier for lenders, realtors, buyers, and sellers.

To learn more, give us a call at 410-992-1070. We’d love to hear from you!