A sleek brand that personifies your business goals and speaks to your target demographic is a critical component of any real estate business. You want to do everything you can to differentiate your team and stand out from the crowd. But when you’re too close to the project, some things might slip through the cracks, and you could end up making mistakes that will cost you in the end.
Here are 4 major branding mistakes you should avoid at all costs.
1.   Vagueness
One of the most important things to consider when designing your brand and creating your marketing strategy is how specific you want to be. Every agent has their ideal customer, and every agent has a niche that they can specialize in. The trick is identifying these specific traits and finding a way to cater your strategy to draw those people in. The more specific you are with your branding and messaging, the more likely you will attract the type of client you are looking for, and therefore, you will close more deals, sell more houses, and enjoy more profits.
2.   Inconsistency
An inconsistent marketing strategy and an inconsistent brand is confusing and gives leads the wrong idea. Imagine if you were an agent that specialized in selling luxury lofts in an urban center, but your Instagram and Facebook pages featured heavy images of estate homes, rolling hills, and countryside properties. You would be giving the wrong impression and attracting the wrong people. This is an extreme example, but the same is true for things like branding. If your brand is light, airy, approachable, and friendly, but your marketing materials are designed to be moody, dark, and mysterious, you won’t attract the right person, and you’ll be left scratching your head about why.
An inconsistent brand is damaging, your imagery and messaging needs to flow across all your marketing platforms.
3.   Lacking Authenticity
Don’t kid yourself, real estate clients can see right through someone who is inauthentic. If your branding, social media, and marketing materials come off as being inauthentic, you’re in trouble. In today’s realm of business, customers are looking to connect with a company truly. They want quality service, but they also want to get to know the name behind the brand. Take a look at your marketing and social media posts, are they cold and distant? Do you come across awkward and aloof? Are you struggling to find a persona that you think will appeal to a broader audience? If this is the case, you are much better off just being yourself.
When you let go of preconceived notions and start to produce content that you actually like, you will automatically begin to attract interested in prospects who genuinely love your mission and share your values.
4.   Not Creating Enough Content
Creating consistent content is the key to get your brand out there. Consistent, good content is valuable because it positions you as an industry expert and an active member of the community, which helps build trust. As a general guideline, we would recommend staying as active as possible on your social accounts, blogs, and emails. But the trick is finding out what that sweet spot is. If you measure how much engagement your posts are getting or how many “likes” your pictures get, you should have a better idea of whether or not your audience wants more, or if they feel you post too much. Either way, this is a fluid process that will probably change throughout the year. The key is always to have something of relevance to share consistently.
Want to drive traffic, build your brand, and engage your target audience? Download our eBook: ‘The Ultimate Guide to Real Estate Marketing’. It’s a collection of some of our best marketing articles, tips, and tricks that we’ve collected over the years.
