| Marketing Strategy 3 Min Read

Today’s successful real estate agents require a certain level of celebrity to find success. Real estate agents are known just as much for their image as they are for their work, and a great agent is instantly recognizable in their community. So, when you are branding your business, should you be branding based on your individual image or should you go with a more abstract team identity?

Here’s a complete list of the pros and cons of branding yourself as an individual vs. branding as a team:

 

Pro: Your Name is Your Business

In today’s world of celebrity, a real estate agent’s reputation is currency. Your name is associated with every aspect of the business, and ultimately, clients choose your company because of your name. When the business moniker is your own name, you will enjoy increased exposure and notice more personal recognition.

 

Con: When Your Team Grows, Clients Might be Confused

When your clients work with you, they expect that personal touch. When your business is named after an individual, clients might expect you to handle their transaction. If your business is growing and you are bringing on more agents, people might feel like you are “handing them off” or not as invested in their business if other agents on your team take sales.

 

Pro: Customers Want to Put a Face to the Name

Today’s buyer doesn’t want to deal with a faceless entity. Many customers prefer dealing with companies that are not your typical corporation, but rather a local organization with a friendly face and a real person on the other end of the phone.

When you put your name out there as a business moniker, you are giving people a name and a face to relate to, which will put customers at ease and could play a factor in attracting more buyers and sellers to your business. And with that, we come to another pro:

 

Pro: Marketing is Often Better when People are Involved

Do you ever notice that Instagram posts with people in them tend to get more “likes” than generic posts? Many studies show that when images of people are involved in marketing materials, they are often better received, which is a great reason to include your name and face in your collateral.

 

Pro: A Team Name has Longevity

Choosing to brand your team as a team rather than an individual name also means that the business name will have more longevity. The name will outlast your career and can be passed on or sold when you decide to move on or retire.

If your business was branded with an individual’s name, you may have a harder time selling the business if you want, because potential investors might see rebranding as a hassle they don’t want to take on.

When deciding on branding, you must consider many factors. Think about things like your target audience, business goals, and what is currently happening in the market. You want your brand to stand out, but also represent your unique ideals and company culture. Ideally, your brand will stay with you for the entirety of your career.

If you’re still not sure what to make of your business branding or you want to refresh your existing company brand, it’s certainly worth working with an expert. At Artifakt Digital, we take special care to craft a business brand that perfectly represents your unique qualities and speaks to customers on several levels.


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