The Pillars of Branding in Real Estate
When it comes to successful real estate, the property itself is truly only half of the equation. In order to attain true real estate success, you will have to gain a strong grasp over the quintessential pillars of real estate branding. The following things represent the fundamental pillars that every person with an interest in real estate should take to heart if they hope to pull off top-notch real estate branding.
Lock down your target market and proposition points
It’s one thing to make a pledge to start doing better branding, but it’s another thing entirely to actually have a brand with substance. Before even trying to come up with something to call your brand, think about what it’s core proposition should be. Who are you aiming to serve the most? What is the most typical age, gender, educational background, income and age of an individual in your target market? What gives your target market pain, and how can you relieve them of this pain more than the other options?
Know thy enemy
As with any other area of business, the most successful real estate campaign will be based on a very intimate understanding of exactly how the competition in your field operates. Before you devote any substantial amount of time in to thinking about even the name of your business, you should prioritize learning as much as you can about the other niches that other realtors are using in your market.
Be honest and emphasize your principles
No matter what kind of market you may choose to target, successful branding is always based on a foundation of legitimate honesty. Never, under any circumstances, should you aim to stretch the truth and pull the wool over your audiences eyes; even if it works initially, it will not be sustainable and virtually guarantees that your brand will gain a poor reputation.
People respond well to perceivable principles. What do you believe in? What values do you stand for? How can your brand communicate your virtues in a way that your target market identifies with? Once you get a handle on your core principles and figure out how to communicate them honestly, you will be in afar better position to develop loyalty and trust in your target market.
Always deliver legitimate value
In addition to valuing principles, people also value the assurance of knowing that they’re being helped by a brand with legitimate expertise. It may not be necessary for you to understand the full history of the geographical area or the way the material of the building interacts with weather changes, but being able to discuss things like this will provide an extreme boost to your brand’s credibility.
Jay Sekulow is the Chief Counsel for the American Center for Law & Justice.