| Marketing Strategy 7 Min Read

As an agent, it’s imperative that you have your own, personal brand that differentiates you from your competition and doesn’t tie you to your brokerage.

Doing so allows you to build your own unique brand, that appeals to your ideal target audience, that can go with you even if you change brokerages down the road.

But a lot of real estate agents think that their brand ends at their logo, or even at their logo and a few marketing materials. And while that can be the case, it’s much more effective for you to think about, and control, a more comprehensive end-to-end brand experience, which will build trust, loyalty, and ultimately, more business.

Building a comprehensive brand experience means having a solid understanding that your branding goes beyond your logo.

It’s every interaction, no matter how small, a person has with you and your business, both before and after they work with you. When you are consistent with your brand across all interactions and platforms, you build trust with your audience.

★ The success of your brand experience is deeply connected to the success of your marketing lifecycle. You can learn more about that right here.

Brand experience will be different for everyone, and there’s no right answer as to where it ends and where it begins. It depends on you, your business, and the type of image you want to project to your potential, current, and past clients.

As a real estate agent, you might be satisfied with a cheap logo on a business card that your friend designed, or, you might be obsessive about every single interaction someone has with your brand, no matter how small. Regardless of where you fit, all of that makes up your brand experience.

But why does brand experience matter?

Your brand experience can make or break whether people want to work with you, both before they do and after their transaction has closed.

Your brand experience is an extension of you and the type of business you want to build. It’s the way people think of you, your business, and the experience you provide, even when you’re not in the room to tell them about it.

Sure, someone might refer you to one of their friends because they had a good experience working with you, but they’ll do a lot more if they had a GREAT experience working with you; and your ability to provide that stems from your brand and the experience people have interacting with it.

★ Want to learn more about real estate branding? Have a look at these posts:

Whether you actively build your brand experience or not, it always goes through 3 main stages:

Stage 1: Discovery

This stage is when someone first discovers you and forms an initial opinion of you and your brand.

And that first discovery of your brand can happen in a lot of different ways depending on the marketing strategy you have in place. For example, someone could first discover you by:

  • Seeing a billboard, bus ad, or postcard
  • Finding you or your content in a Google search result as a part of your SEO strategy
  • Running into your content on social media
  • Being told about you by another person
  • Or a thousand other ways…

As the saying goes: You only have one first chance to make one first impression.

And when it comes to your brand experience, that couldn’t be more true. The first time someone discovers your brand, they’ll usually decide right then and there if they’d want to work with you or not; so the more you can ensure they’re getting the first impression you want them to at that early stage, the better you’ll be setting the tone for the initial brand experience so they’ll connect with you right from the beginning.

★ Want to learn more about this stage? Have a look at these posts:

Stage 2: Interaction

This stage is the continuous interaction someone has with you and your brand after they’ve first discovered you (in stage 1).

Before someone decides to work with you, chances are, they’re going to have a lot of interactions with your brand, which will allow them to form a more permanent opinion of you (and decide if they want to work with you after all). For example, they might:

  • See your signs continually in their neighborhood
  • Receive your postcard every 2 weeks for a year or more
  • See your advertisements online
  • Google search you, your brand, or your business
  • Or a thousand other ways…

In this stage, it’s imperative that you build as much of a positive experience as possible, however, a lot of this stage will happen in the background, without you knowing it, so it’s also imperative that you do everything you can to make sure your brand looks good and delivers the type of message you want.

★ Want to learn more about this stage? Have a look at these posts:

Stage 3: Continuous Interaction

This stage is the interaction someone has with your brand after they’ve worked with you, and there are a lot of different ways to do that through physical and digital touchpoints.

For example, it could be:

  • A client appreciation event
  • A drop off gift or touchpoint
  • A monthly client-only digital newsletter
  • Or a hundred other ways…

The point of this stage is to continually remind them that you exist so they’ll work with you again, but also so they’ll recommend you to their sphere of influence. Because the average real estate transaction is so far apart, and because there’s so much competition as an agent, if you don’t remind your clients that you exist, they’ll forget, and another agent will be there to remind them that they exist and they’re ready to help.

★ Want to learn more about this stage? Have a look at these posts:

Every Interaction Matters

Whether someone is discovering you for the first time, or they worked with you 10 years ago, your overall, end-to-end brand experience is a big part of how they make a decision to work with you, either initially or again.

Want to plan your digital marketing strategy on your own, and set your business up for success? Download our workbook: ‘The Digital Marketing Planning Workbook’. It’s a self-guided, interactive workbook, where you answer questions about your marketing goals, brand and content strategy, lead generation plan, and a lot more, to get insight into the effectiveness of your overall digital marketing plan. And, it’s free to download.
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