Real estate branding is the best way to stand out. In a competitive market, flashy ads, dazzling flyers, or snazzy websites aren’t enough alone. If you don’t have a brand that unites each component, you’ll be left with a scattershot smattering of ideas. Without unity, even your best ideas will become forgettable.
Branding can often feel abstract and amorphous. Depending on who you ask, branding can be everything (your website! your voice! your smile!) or nothing.
In this article, we’ll break down real estate branding in a way that makes it tangible and actionable. Consider this your starting point. We’ll explain a framework for approaching your real estate branding strategy via three methods that make it all work. Once you have this foundation, your real estate branding can evolve with your business and your creativity.
1. Consistency is central to your real estate branding strategy.
Consistency is what separates a professional branding effort from an amateurish one.
You might have a bunch of genuinely great ideas, but if your flyers don’t look like your business cards, and your business cards bear no resemblance to your website, and your website doesn’t feel like you, then your potential customers are only going to be confused.
Look at Brown Harris Stevens, for instance, a real estate company in New York City. You can see at a glance that they thought carefully about their fonts, color, and logos.
More importantly, they’ve threaded those decisions throughout every branding instance the company produces. When you see a Brown Harris Stevens ad, you can tell it’s one of theirs from only a glance.