Why Impactful REALTOR® Branding is Customer Focused
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When you're focused on building your agent brand, you want people to remember you for real estate and how you can uniquely help them. So, it makes sense that many agents get into the habit of thinking about their agent branding as being all about them. After all, your brand includes your logo, colors, and the way you present yourself to the public.
But I'm here to tell you that if you take the approach of a "you" centered brand, you can actually be missing out on business.
Branding is a conversation I'm always excited to jump in on because there are so many components to branding, from your visual aesthetics to your identity.
Ultimately, all of the decisions you make for your branding impact your business. Yet, I find that many agents get caught up in choosing their favorite visual aesthetics that they forget how all of the decisions they make are part of a larger strategy, and that strategy starts with your customers.
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It's so tempting to start your branding strategy by focusing on you, because whether you're a new agent or an experienced one, you've probably heard trainers, staff at your brokerage, and even other agents advise you to build your agent brand. So, you might have done just that by jumping into the visual aesthetics - components like an agent logo, colors, or typography.
I'll be the first to admit that these are fun aspects to focus on and satisfying to create, but they're not the only element of your agent branding.
Your agent branding is also how you present yourself as an individual to the world.
This can be in the form of the content you create and share, the customer service you provide, and the impressions you make on people. But above all, if you want your agent branding to be impactful, it needs to first resonate with your customers. It's just as important to consider your customers as it is your individual preferences. In fact, I'd argue that it's even more important!
So, here are three reasons why you should be focusing on your customers as part of your overall branding strategy:
Your Branding is a Business Decision
Working on your agent branding isn't a decision to make just for fun or because you feel like you should. The right branding strategy should actively work to generate business for you. So, instead of viewing it as the 'cherry on top' of good-looking marketing, I want you to start thinking of your branding as a business decision.
Your branding works to define your marketing strategy, and that marketing strategy should support your overall business goals.
So, if you want to be a top agent in your area, break into a target market or niche, or hit a production goal, your agent branding should support those initiatives. To do this, you have to step back and think about how your agent branding plays into your overall business strategy, and at the core of that strategy are the home buyers and sellers themselves. So, begin this process by carefully considering your business goals and the customers who will lead you there as the first step in your branding. It's a business decision where customers are core to more closings.
People Do Business with Brands They're Attracted To
For this reason, it helps to step outside of real estate and think about other brands. People decide to make major and impulse purchases because they're attracted to the brand. They don't just buy Teslas just because they care about the environment. They don't wear Louboutin heels because they're the most comfortable shoes on the market. And they don't buy Clorox because it's the only bleach available.
Brands work tirelessly to create an image that potential customers see themselves in and it makes sense for their needs. They want a brand they can not only trust in, but that they can immediately see is the right decision for them. It's both emotional and intellectual.
So, if you're a luxury real estate agent, and you brand yourself to present yourself in that light, then buyers and sellers in the high-end market are going to be drawn to you. They can easily see that you cater to their market, and it naturally makes sense to work with you. However, if you only focus on yourself and not your customer, you're missing out on this powerful and effective form of marketing. To be attractive to potential customers, you first have to figure out what they're looking for.
If you're not thinking about what they're attracted to, then you're creating a well-rounded brand that can both represent who you are and, at the same time, resonate with your dream customers. Always keep your customers' wants, needs, challenges, and preferences in mind as you're developing your brand - it will pay off!
A Customer-Focused Branding Approach Stands Out in the Market
If you're like many real estate agents in today's market, you have competition! Home buyers and sellers have options when it comes to choosing a REALTOR® to work with. You might have thousands of other agents in your local market. Likewise, your next customer might know a handful of other agents they could potentially work with.
If you want to generate more business in a saturated market, you need to stand out!
And "standing out" means that customers not only take notice of you, but they want to work with you. To do this, you need to capture their attention and demonstrate that you are the agent for them. By first considering your ideal customers in your branding strategy, you'll be able to position yourself to stand out to those specific customers. Then, you're not struggling to compete with the masses. You are clearly the agent for them!
Your customer should be at the center of your branding. By thinking about exactly what makes them tick and what they're looking for in an agent, you'll be better able to position yourself throughout your marketing in an appealing way.
So, while expressing who you are is beneficial and leaning into authenticity is essential, it's equally important to build a brand that customers will be drawn to. That way, you're not wasting valuable time on money on a strategy that doesn't lead to results. Click here to grab your free copy of my Agent Branding Worksheet to help you establish your unique brand!
And remember:
Your branding is a business decision
People Do Business with Brands They're Attracted To
A Customer-Focused Branding Approach Stands Out in the Market
So, step back and think about your customer before you put more time into figuring out what you like and how you want your brand to look. After all, your branding serves a purpose - for you to be memorable, recognizable, and most importantly, its goal is to lead to more closings!
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