Building trust and being top of mind are the two most important business habits for cultivating a successful real estate brokerage. Brokerage branding is the key to accomplishing both with your agents and consumers and it is your most powerful mechanism for creating clarity, connection and consumer confidence. Keep reading to uncover a deeper understanding on how to build a killer brand in the digital age and tips and tricks you can put into action today.
Clarity – Know Who You Are and What You’re Trying to Do
In lieu of trying to be all things to all people and stretching your brokerage beyond it’s breaking point, I challenge you to think about your business and your brand a little differently and double click into your brokerage’s behavior. One of the most important business questions you need to know the answer to is what is at the heart of what you are trying to do. With that question answered you have a guidepost for every single brand decision and business behavior. For real estate brokerages this question, at the core, is easy to answer – sell homes to consumers. For each brokerage, this answer will vary which is where the personality, style and voice of your brand shines through.
Tip: Think about everything online as an extension of behavior and make it reflect your brand– use copywriting to weave your brand’s values and personality into your online presence. Example: A “Just Listed” email subject line could instead read “ISO: a family that loves late afternoons playing in the yard”.
Connection – Quality over Quantity
Your customers are craving connection – every piece of valuable, bite sized and insightful content you bring builds your brand. It’s not just what you deliver but when and how you serve it up to them.
Tip: Use ActivePipe’s data discovery to further understand your contacts wants and needs – combined with smart send capabilities and an intentionally designed email template – and your brand is going to build a connection with the contact where they feel like you truly get them. Don’t have ActivePipe? You can still curate content intentionally to create connection or connect with our Sales team to see if this product might be exactly what your brand needs.
Consumer Confidence – Polished and Professional
Say it with us, a brand is more than a logo. A polished and professional brand is consistent and confident throughout the entire digital eco-system and cultivates a foundation for consumers to connect throughout the marketing and sales flow. Consumers should feel like they already know you through how you show up online (think email, website, Google Business page and social profiles).
Tip: Put yourself in the consumer’s shoes. Go somewhere new. Sign out of everything. Clear your browsers history. Search for your brand online. Visit your website and social profiles. Identify the three places online where your brand is behaving confidently, consistently and engaging. Drop everything else. I’m willing to bet this will be your website, your Google Business page and one social profile. Double down on those. This will grow your brand, build consumer confidence and fill your pipeline. Implementing tools such as MoxiImpress and MoxiPresent at your brokerage will also help ensure that your agents are staying on brand with their marketing materials as well.
In the fast-paced world of real estate, establishing strong, trustworthy brokerage branding in the digital landscape is no longer optional—it’s essential. By embracing clarity in your brand’s mission, fostering genuine connections with your audience, and presenting a polished, professional image across all digital platforms, you’re not just staying competitive; you’re building a brand that resonates deeply with consumers. Take these tips to heart, and you’ll create a brokerage that stands out in the digital age, driving long-term success for your business and your agents. Now is the time to assess your digital presence and make the necessary changes that will strengthen your brand and build enduring trust with both your agents and your clients.
