What Is A Brand?
Your brand is what you stand for and/or what people think of you. A logo is part of your brand, but it’s only the visual representation of your brand. Therefore your logo is NOT your brand, it’s the visual reminder of what your brand stands for. Your brand is your overall offering and everything it represents.
It’s for this reason that your real estate logo is probably your most important marketing piece.
We classify a brand logo do three things.
- Tell a story
- Remind people what you for a living
- Inflect tone or personality
What Is A Brand and why it’s so important in your real estate business.
The reason why your brand is so important is because staying on top of mind is everything! People don’t remember real estate agents, they remember their branding. People don’t remember you do real estate or mortgage, they remember how you do it. Your brand allows you to do it visually and through the experience your brand portrays.
What Is A Brand? Experience? Huh?
Yes, experience. You see, I’m a dude.
In 2015ish I completely rebranded to Chicago Real Estate Dude. The “Dude” is a good representation of my business. I’m not very professional and extremely laid back. Everything I do is very dudey, but ultimately it’s just who I am. In 2017 I picked up and moved across the country and stopped selling real estate, but now sell video and branding services to real estate professionals, but I’m still a dude.
I could have called my company anything, but Real Estate Marketing Dude is what best describes what we do and how we do it.
My logo tells my story. It’s obvious what I do and where I do it, but it’s also unique to my audience. The “dude” thing tells you exactly how I roll and what we do WITHOUT me having to say a word.
What Is a Brand: Why It’s Crucial For Real Estate Agents
Each year, over 60%+ of business each and every year comes from referrals, past clients, or people you already knew according to NAR. It doesn’t come from email autoresponders, ZILLOW, Facebook ads, or any other type of prospecting.
“The vast majority of business comes from the people you know, not strangers”
- 10-15% of the population is moving each and every year.
- 100% of the people you know this year have the ability to refer you to at least one person this year because everyone knows someone who is moving.
- 72% of people will CLOSE with the first real estate agent they meet.
Those are the facts! It doesn’t take a rocket scientist to figure out where you should concentrate your referral marketing efforts, but it’s your brand that determines your tone and how you do that.
What Is A Brand: So Do I Need A Real Estate Logo?
Do you know of a successful business that doesn’t have a logo? Often times, this gets overlooked by real estate agents who instead press the easy button and use their broker’s logo vs. develop their own. Creating your own real estate logo is central to your long term referral marketing efforts.
People don’t hire your broker, they hire you. As a matter of fact, it was reported that 96% of consumers hired the agent over the brand they worked for.
Your real estate logo is your visual reminder of your brand.
According to Ekaterina Walter & Jessica Gioglio’s book, The Power Of Visual Storytelling.
- The human brain processes visuals 60,000x faster than text
- Web post with visuals drive up to 180% more engagement than those without
- 90% of the information transmitted to the brain is visual
- 94% more total views on average are attracted by content containing compelling images
What you can show visually is more powerful than anything you can say verbally!
Your real estate logo helps reinforce your brand. It helps keeps you top of mind while at the same time constantly serves as a subliminal advertisement for your services without having to ask. It’s constant reminder that you are a Realtor without having to say it. Building a brand and generating referrals is not about generating leads. It’s about nurturing, maintaining, and developing relationships with consistent communication.
Think of your referral marketing plan as nothing more than subtle reminders you are still alive and that you’re a Realtor.
If you don’t have one get a real estate logo, get one! You don’t need to be a “dude” or have a cartoon character, but it DOES need to resemble you. Do you know of any retail business who doesn’t have a sign in front of their store? You not having your own logo is no different than that business not having a sign.
What Is A Brand: Conclusion
Your brand is what your or your business stands for. Your logo is just a visual reinforcement of your brand’s existence, but more important your brand is how you communicate. Your brand is what others think of you. It should also define how you practice real estate.
People don’t remember what you do for a living, they remember how you do it! That’s your brand.
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Create a real estate logo that reflects who you are and place it everywhere you go both on and offline. Yes, it’s really that simple.