We get it - There's a million other things you need to focus on before your branding. But if you take 15 minutes out to think about it now, you'll never have to worry about it again - AND it'll help you get more business!Shannon
Branding. It’s one of those business concepts thrown around like beads at Mardi Gras.
There’s almost always an urgency attached to the word; something like “Branding is critical to success,” or “Branding Is More Important Than Ever Before.”
And, the urgency is valid, especially for large corporations. Goodwill is considered among a corporation’s intangible assets and brand reputation is one of the pillars of goodwill.
The powers-that-be at RE/MAX, for instance, figure their brand reputation is worth $159 million and change.
Your brand as a real estate agent is personal. It conveys your “image.”
I recently read a brilliant description of personal branding from Ryan Rhoten, founder of CareerBrand.
“… chances are, the first interaction you will have with someone will be online, not in person,” he begins.
“Unfortunately, when this happens, you won’t know it because you weren’t even present. You could very well have been asleep.”
He goes on to explain that the online “meeting” is the same as the in-person meeting in that your visitor forms a perception of you, almost immediately. This perception “… will determine what they feel, think and say about you when you’re not around.”
And, because you aren’t there, the perception will be largely based on your branding.
Branding elements are meant to appeal subtly, when taken as a whole. Some of these elements include:
As in all marketing endeavors, you’ll want to craft a brand that resonates with your target audience. And, no, “anyone with a pulse” isn’t an acceptable target audience.
The more specific you are about the person you’re targeting, the easier it is to come up with appropriate branding.
Did you know that one of the most-searched keyword phrases from agents has to do with real estate taglines?
Real estate agents use the word “slogan” when, in reality, they are referring to taglines. Yes, there is a difference, according to marketers.
“A tagline represents your brand,” according to Katy French at Column Five Media.
“A slogan represents a specific product or ad campaign,” she concludes.
Note: We are using both terms to apply to what you most likely call a “real estate slogan.”
Here it is, almost 2021, and real estate agents are still looking for the holy grail of real estate taglines. How many times has a real estate client told you they chose you because you have a kick-butt tagline?
Probably the same number that chose you because of that cool, arms-crossed pose in your business card’s photo.
I thought real estate taglines were lame when I was selling property back in the Jurassic age and my feelings haven’t changed. But, since so many agents feel the need to come up with one, let’s see what we can do to eliminate the lame factor.
I once read that the best real estate taglines communicate “purpose, difference and value.” The biggest mistake anyone can make is to give that mandate to a real estate agent.
Can you imagine how long the slogans would be?
“My purpose is to serve your real estate needs as a buyer or seller here in King’s Landing and the surrounding areas of Winterfell, Flea Bottom and the Red Keep. I do that by providing excellent customer service and value, such as free dragon-fire-caused insurance and cleanup.”
Yikes.
Do yourself a favor and choose one of the three to focus on with your slogan.
Don’t choose “difference” if you don’t offer clients something that nobody else in your market is offering. Everyone offers a “complimentary analysis of your home’s value.” Everyone offers “advice.”
If you offer complimentary handyman services, free staging or free moving assistance, and nobody else does, you’ve got yourself the makings of a slogan.
Don’t despair, however, if you don’t. Consider concentrating on customer service. “… if other companies sell the same products as your company does, let them; instead, sell the public on trust and customer care,” advises Dave Smith at Inc.com.
“Like a Good Neighbor, State Farm is There” is an apt illustration of this at work. Immediately, an insurance company is transformed from a monolithic corporation to a neighborhood “Joe.”
The company’s “community-first value proposition … sets it apart from the huge, bureaucratic feel of most insurance companies,” according to Lindsay Kolowich Cox at Hubspot.com. “And it quickly establishes a close relationship with the consumer,” she adds.
Here are a few things to consider when picking real estate taglines:
Now that we have the basics covered, let’s talk about actual real estate branding slogan ideas. The key here is to find something that works for you.
For more ideas on branding, check out these actual agent case studies.
One of our favorite real estate taglines belongs to a relative newcomer to the industry, Compass.
Not only does it evoke images of finding a home, but it helps, subtly, to reinforce the company’s name.
One of the worst, in our opinion, comes from a Los Angeles brokerage, Nourmand & Associates: “Longevity is no Accident.”
Huh? It appears that the company is touting its tenure in the real estate industry, but it does nothing to speak to the needs of the home seller. Unless one assumes that home sellers actually care how long a brokerage has been in business.
If you’re stuck for slogan ideas, try looking outside of the real estate industry. Here are some that the top brands use that might get your creative juices flowing:
L’Oréal: “Because You’re Worth It.”
This is so perfect. Aren’t ALL real estate consumers worth your services? Play with the slogan–see if you can rework it.
BMW: “The Ultimate Driving Machine”
Could you possibly be “the ultimate real estate machine?”
Panasonic – “A Better Life, A Better World”
While we think it’s rather lofty, and it really has nothing to do with electronics or appliances, it can be reworked into a suitable real estate slogan. “A better way to buy or sell a home.”
If I were a real estate consumer, I’d want to know more about this “better way.”
If you’d rather get more in-depth help with your tagline and branding in general, check out these books at Amazon.com:
REALTOR BRANDING: Marketing Yourself for REAL ESTATE SUCCESS, by Irina Kim Sang. This book has a five-star rating.
BrandFace for Real Estate Professionals UPDATED: Be the Face of Your Business & a Star in Your Industry, by Tonya Eberhart and Michael Carr
What to Post: How to Create Engaging Social Media Content that Builds Your Brand and Gets Results (for Real Estate), by Chelsea Peitz (Peitz also offers tips on social real estate on Instagram @chelsea.peitz)
A word of caution: you’ll find slogan generators and tagline generators online. Don’t waste your time. I tried them out for you, using “writer” as the main word I wanted in my slogan. Here are some of the weird and often downright creepy results:
Um, I don’t think so.
By the way, we offer up some real estate taglines that don’t suck, here. We dare you to use one!
55, female, college educated and a homeowner.
That is the description of the typical REALTOR®, according to NAR.
Surprised? Blame the media. Cruise around the internet looking for articles on real estate and check out the accompanying photos.
If it features a model who is supposed to be a real estate agent, he is either young and handsome like Serhant, or young and female.
The folks at daveramsey.com think you look like this
Wrong, wrong, wrong, realtor.com. The client in this photo is more representative of the average real estate agent.
USnews.com has this image of a real estate agent
Now, if this type of blatant stereotyping was happening to any other demographic, there would be a huge outcry. But the status of the older woman dominating real estate goes completely buried and there’s not a peep.
Ok. Off the soapbox.
Although women in their 50s have rich and varied backgrounds, there comes a time when we tend to get stuck at a certain point in that background. Happens to men, too, of course, but I’m addressing the ladies right now.
I know, myself, that I often run certain terms, lingo, jargon, etc. by my daughters. “Is this still cool?” Or, “Do younger people still say this?”
You get the idea, right? We tend to lose our coolness and typically, that’s ok. Those older Americans who think that they haven’t lost it end up embarrassing themselves and, as a professional, that’s the last thing you need to do.
Thus, the many (too many) lame real estate taglines, from both male and female agents. They’re a topic of ridicule on daytime TV, in blog posts and more.
So, before you kvetch over the need for a real estate tagline, ask yourself if you really, truly need one.
There is an alternative and it’s not only trendier, but will get your point across in a manner that real estate consumers crave: authentic.
And you can’t get any more authentic than by using the words of one of your clients to describe your purpose, difference or value. Your words mean nothing to them in this age of the review.
Dig up your best testimonials and find a quick and brilliant line. For instance, we found some online at various agent websites and tweaked them a bit:
“Fast, friendly and careful attention to details,” or “Sold in 2 weeks & closing was a dream,” Sandi Pressley, Albuquerque broker.
“Responsive, incredibly detail oriented, and an expert in the local market,” or “Liane made the process seamless and easy,” Liane Wong, Tucson agent’s Yelp reviews.
“Patrick walked me through the entire process, explained everything, was always easy to get a hold of and quick to respond,” or “I would definitely work with Patrick again and recommend him to anyone looking to buy or sell a home,” Patrick Gillan, Fort Wayne, IN agent’s Yelp reviews.
Not only will a testimonial in place of a slogan speak to your potential clients curiosity about you, it educates and reinforces your brand. It’s more believable, because it comes from someone who has used your services.
And we highly doubt anyone will call you “cheesy” or “lame” for using one.
