Creating a Brand Associative Real Estate Marketing Strategy (to Get Better Leads)
In a business as competitive as real estate, it’s tough to get noticed, especially by the people within your target audience that you actually want to work with – but doing so starts by creating the right type of connection with them.
After all, understanding the psychology of your target audience is a powerful part of building a successful inbound marketing strategy aimed at getting them to work with you.
That’s where creating a brand associative marketing strategy can be effective.
Brand associative marketing is where you work towards making your brand and your business more appealing and relatable to your target audience by connecting it to a specific feeling, situation, or demographic that they identify with.
And, when done correctly, it can help you continually bring in the better, higher quality leads that fall within the types of people you want to work with.
Why? Because brand associative marketing helps your target audience associate you with something they identify with and then have them reach out because of it when they need to make a real estate decision.
And in real estate, there’s no shortage of the type of associations you can connect your brand and business to. For example, your brand associative marketing strategy can work towards having your target audience connect your brand with:
- Situations, like going through a separation, selling a deceased parent’s home, or downsizing later in life.
- Demographics, like age group, ethnicity, or location.
- Lifestyle, like luxury, wellness, or innovation.
- Causes, like environmental activism, animal rights, or community betterment.
- Feelings, like simplicity, warmth, or compassion.
- Or even combinations of the above…
And once people start to associate your brand with something they identify with, they’re likely to reach out, often, behind-the-scenes, without you needing to do anything.
Want to learn more about creating a purpose-built marketing strategy? Have a look at these posts:
- Using Familiarity in Your Marketing Strategy to Get More Business
- Establishing a Behavioral Marketing Strategy
- Creating a Content Strategy Based On Emotional Search Intent (To Get Better Leads)
But ideally, your association should be authentic and not just match who you want to work with, but also what you’re actually able to stand behind; otherwise, you’re not likely to see success.
For example, if your marketing strategy is focused on building a brand that associates you with luxury and working with high-earning individuals, but you’ve never done a luxury-level transaction and you don’t know anyone in that circle, you’re going to have a difficult time breaking into it as you won’t be able to be authentic.
But, if your marketing strategy is focused on associating your brand with wellness, health, and positivity, and those ideals speak to you and your core interest, you’re more likely to see success because it’ll be easier for you to connect with and appeal to people within that audience as well.
The more you associate yourself, and your marketing, with the values and interests of people you want to work with, the more they’re likely to reach out to you.
★ Want to learn more about building an authentic, trustworthy real estate brand? Have a look at these posts:
- Why Your Real Estate Marketing Strategy Should Lead with Authenticity
- How Showing Social Proof Gets You More Business
- Using Familiarity in Your Marketing Strategy to Get More Business
- The Steps to Building a Trustworthy Personal Real Estate Brand
However, the key to seeing success in building a brand associative marketing strategy is to make sure that your business consistently aligns itself with, and that means creating an end-to-end brand experience that come through in your brand voice, value proposition, marketing materials, digital marketing strategy, and everywhere else your target audience might find you.
Consistency is key, so if your branding, messaging, and values aren’t consistent, you run the risk of losing a connection between your target audience and your brand association goals.
Ultimately, people want to work with people they connect with, and they want to know that you can help them solve a problem, and if they associate your brand with being able to help them solve that problem, they’re highly likely to reach out when it comes up (and even recommend you to people looking for a helpful solution to a similar problem).
And that’s where building a brand associative marketing strategy can make all the difference.
Want to get better, more qualified leads and build your authority? Our Inbound Marketing Guide is a walkthrough of the overall philosophy of inbound marketing, why it’s effective, and how you can build it into your own real estate marketing strategy to get better marketing results.
