Are you finding it challenging to differentiate yourself from the competitors in the cutthroat real estate market?

Do you feel frustrated about investing in paid advertisements that yield no results?

It’s a common scenario that many real estate agents and brokerages face when they lack a strong brand identity and a well-executed real estate branding strategy.

In such cases, failure becomes the norm rather than the exception.

What is Real Estate Branding?

Real estate branding means creating a memorable and relatable image for a real estate agent or agency using creative ways like storytelling and online campaigns.

Good branding is arguably the most important thing when it comes to ensuring the success of a real estate business. 

In the words of David Brier, “If you don’t give the market the story to talk about, they’ll define your brand’s story for you.”

A proper approach to real estate branding helps you stand out from other real estate professionals and, ultimately, wins (or sometimes loses) your deals. 

If you want to win deals rather than lose them, you have to be sure your approach to real estate branding is on-point. 

This article highlights the top real estate branding mistakes you could be making. By avoiding these mistakes, you can be sure you are on the right path to establishing a successful real estate brand.

Let us dive in!

Inconsistent Branding

According to Forbes, consistency is key to successful digital marketing.

Inconsistency in real estate branding can put off your loyal and prospective customers. Of all the dangers associated with inconsistency in branding, the most obvious is confusion. 

If your current customers and prospects are unsure of what you stand for, how can they trust your services? 

Branding inconsistency often leads to miscommunication brand confusion, erodes trust, and results in poor customer experience. 

Check your real estate branding for the following popular inconsistencies:

• Inconsistency in Visual Communication: your logo, color scheme, and even typography should create instant recognition for your customers
• Inconsistent Brand Voice: An inconsistent brand voice will weaken the message your brand sends to prospects and existing customers. Focus on creating a relatable voice so they may identify you quickly. 
• Inconsistency in Conveying Brand Values: How do you and your employees convey brand values, vision, and mission statements to prospects? Different stories and activities could present wrong brand values. 

Consistent real estate branding drives positive sentiment. Real estate brands that ensure online and offline consistency have higher chances of generating more sales and attracting repeat business. 

Not Niching 

A popular misconception is that focusing on a particular real estate niche is limiting. However, real estate agents must understand that carving out a niche helps them stand out in a crowded market. Establishing a real estate niche is a strategic approach for agents to develop brand authority and stamp their expertise, helping them stand out. 

The top benefits of niching in real estate include:

• Agents focus on addressing existing demand, making them more likely to create connections that lead to sales, retention, and attracting referrals. 
• It enables real estate agents to focus on quality customer service, which can encourage loyalty.
• Real estate brokers who choose a niche experience less competition and stand out to buyers. 
• Establish thought leadership and demonstrate the process in a niche, creating trust.

Niching allows real estate agents to build trust among potential clients, ultimately increasing the likelihood of closing more deals. 

Thus, establishing your business in a particular niche can be instrumental to success. 

Not Highlighting Your Unique Selling Point

Your unique selling point (USP) makes your real estate brokerage unique and memorable to the target audience. 

Highlighting your USP is essential because all agents and brokerages sell the same thing: properties. In many circumstances, you have the same listings and target an audience with similar characteristics. 

So, how will your real estate brand stand out? 

In real estate, the best agents and brokerages often focus on selling their unique brand proposition, personality, outstanding customer service, and unmatchable way of doing business. 

Here are some essential tips for identifying your USP

• Know and identify your target customers
• Identify the qualities that make your offering unique
• Create a compelling brand story
• Focus on what you do better than other realtors

Once you have determined and qualified the right USP, the next step is to promote it. You may want to include your USP in your mission statement so your target audience can know what to expect from you from the onset. Ensure you communicate your USP consistently and prominently. 

Not Keeping In Touch With Your Customers

Keeping in touch with your past customers creates a lasting bond and turns them into brand advocates. 

Unfortunately, some real estate agents think customers purchase a home once in their lifetime, so keeping in touch adds no value. Wrong! 

Keeping in touch with your past customers can generate repeat business and even lead to dozens of referrals.

However, avoid becoming too clingy with your customers. Instead, be professional and friendly in your tone, and treat the customers with respect at every step. 

Here are some benefits of maintaining past client relationships:

• They know what working with you is like and may provide invaluable feedback.
• Ensures your past clients remember you and acts as a terrific source of referral business.
• Staying connected opens your business to their networks.
• Maintaining relationships encourages them to support your business.

Some strategies for reconnecting with past real estate clients include:

• Updating them on market changes
• Sharing comparable homes
• Referring a contractor 
• Appreciating their referrals
• Creating a real estate client follow-up system using a CRM solution. 

Keeping in touch with past clients is vital to the success of your real estate business. You can send them a regular newsletter to stay connected. 

Neglecting the Power of Social Media 

Unlike traditional marketing methods, social media allows you to reach a wider audience without hurting your budget. 

Platforms like Facebook, Twitter, Instagram, and YouTube have democratized how consumers view the brand they do business with. 

Social media lets real estate agents connect easily with potential and returning clients. Unfortunately, some are hesitant to invest in social media. 

Here are reasons social media is essential for real estate brand building. 

• Increases brand awareness
• Positions you as a thought leader
• Humanizes your real estate brand
• It keeps you connected with your community
• Increases website traffic

Social media is an excellent tool for real estate agents. It helps you target people interested in real estate and has the potential to increase your sales. Hire a digital marketing agency to ensure an excellent social media strategy for your real estate business. 

Not Seeking Help From Professionals 

Savvy agents hire professionals to develop a multi-channel real estate branding strategy. An experienced digital marketing agency can help your real estate brand stand out. 

The top reasons to engage a professional real estate agency include the following:

• Specialized real estate marketing agencies have a great understanding of online marketing and brand management
• Experts will handle design, development, SEO, PPC, and social media campaigns, leaving real estate agents ample time to run essential real estate operations.
• Outsourcing online brand marketing reduces stress as you no longer have to deal with many details.
• Professional real estate marketing agencies offer unlimited scalability options.

Hiring experienced digital marketing agencies is one of the most thoughtful decisions you will ever make. Not only will you save time and money, but also, you have peace of mind knowing an expert is in control. 

Conclusion

Who doesn’t want to succeed in real estate branding efforts? You may have the ambition and desire, but real estate branding blunders could cost you so much. 

That is why it is essential to be aware of the real estate branding mistakes to avoid. By avoiding these 6 mistakes, you can drive a positive ROI. 

For professional digital marketing services for your real estate business, hire High Tide MetaMedia. We provide a free consultation for real estate agents. Contact us today.