Real Estate Agents: Decide What Your Brand Will Be

To create your brand you need to assess your strengths. You don’t want to base your brand’s concept around something you may not be very good at.

This would just position you to disappoint people, so, like your mother always told you, be honest, especially with yourself. A critical aspect of branding is supporting your brand with action. A brand cannot be an empty promise.

To avoid committing to a brand ill-suited to you, first establish what value you offer.

For example, your strengths might be:

• Years of experience
• Technical familiarity with local real estate legalities
• You are good at explaining complicated real estate documents to clients.
• You have a good eye for a good offer.
• You know how to spot pitfalls in weak offers.
• You really have a knack for property marketing that squeezes the best price out of the market.

After you identify your strengths as a professional, then you can begin to form the core concept of your brand. This concept will be the foundation of your logo, slogan, and all marketing messages. You really can’t over think this step (provided you eventually make a decision). According to Kathy Kobliski author of “Advertising Without An Agency” your initial decision about how people should perceive you is crucial to the proper development of your brand.

Once you have decided what strengths to base your brand on, distill the brand into a logo and slogan and have it permeate all of your marketing messages. Professional help at this point is certainly in order. Logo design can be obtained for roughly a hundred dollars and is worth it unless you happen to be an artistic real estate agent.