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Real Estate Branding; What is it & what is it for?

Posted by dareal90 on 06/10/2021
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What is real estate branding? The active social media presence of our real estate company is a decisive factor in our future endeavors. This is an environment where many real estate agencies still do not have a specific strategy nor do they know how to get results from them. But they recognize its potential and the importance of doing careful work on it. Therefore, today we will learn about branding, a concept closely linked to real estate marketing and that will help us create, position our brand and subsequently generate new business opportunities.

Branding talks about the construction of our brand, identity, the visible face of our company, but why is it so important to talk about this? Differentiating itself is increasingly difficult since the quality and costs of the products/services offered are similar. For this reason, the key to business is in “branding”, that is, in the power of the brand as a differentiating element. But before giving free rein to any initiative of this type, we must first know some notions related to this important work:

  • Naming: creation of a name
  • Corporate identity
  • Positioning
  • Brand loyalty, brand development
  • Brand architecture

When launching a product or service on the market, it is important to have defined the target group you want to reach, the need to be satisfied, and the communicative name. Although it sounds funny, choosing the name and logo that will represent our company is not an easy task. Therefore, great caution must be exercised when doing so. 

It is even recommended to have advice during this process. Once this objective has been met, we will proceed to develop the corporate identity of our brand. 

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Transparency, simplicity, personality, and consistency must be values ​​that characterize communication and other graphic elements of our real estate company.

  • Transparency in communication: the design must convey clarity of what the brand represents.
  • Simplicity: many graphic elements can saturate the visual corporate identity.
  • Personality: the design must be unique, relevant and of good visual impact.
  • Consistency: the visual elements must have flexibility of application on different elements or surfaces, in such a way that they never lose their primary essence.

In the construction of our image, the corporate identity manual will be of vital importance. This will be a reference guide that contains the basic rules essential for the correct use of the different graphic elements (logo, colors, typography, among others), which will make up our corporate image. 

Once completed, we will proceed to the creation of graphic pieces, websites, social networks, and other aids that can be integrated and allow us to improve our real estate marketing strategy. Remember that this will be the visible face of your real estate company. People will associate your business with these elements. So be careful.

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Branding does not speak only of those graphic elements, but also of a series of corporate values ​​that revolve around the environment that develops in our company, these values ​​represent the philosophy that is transmitted through communicative and graphic factors. So it is not a task to be left to just anyone.

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In short, everything that our company shows to the world will be a fundamental aspect since it gives us the possibility of clearly distinguishing ourselves from others. Showing our differentiating factor, the added values ​​of our company, the quality of our service, is crucial.

Taking into account that, as our company grows, it is likely that it will expand its horizons and develop new products or services. Depending on your objectives, resources and product characteristics, there are different alternatives to solidly build the best marketing strategy. This is where brand architecture comes into play, which involves the set of strategies and tactics carried out by a company to build and organize the portfolio of its brands. With what objective? Optimize their performance and maximize the benefit obtained by them.

From a marketing point of view, “brand loyalty refers to the repeated purchase of a product or service as a result of the perceived value, trust and the bond generated between customer-company”, and depending on the degree of satisfaction in relation to your products and the added value that you bring to the consumer experience, your customers will become ambassadors of your brand or will jump from one company to another with total ease.

The concept of loyalty is closely related to that of loyalty. We can say that the different actions that a brand develops to retain its customers are aimed at retaining them and making them more loyal. But the secret for your audience to love your brand lies in constantly adding value in each of the key areas of your business. Not only in the way they perceive us, but also in the way we speak to them, attend to their needs, and offer the right solutions. 

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With the help of software focused on your work sector or a real estate CRM, you will optimize your pace of work, taking your real estate company to a new level. Use all the aids that technology and virtuality give you.

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Taking into account all these recommendations, you will be able to develop a complete branding strategy, applied to your real estate company. Set yourself some important goals to develop your strategy. And always remember, your brand speaks for you, for your company, for your processes, it offers an excellent shopping experience, so you will surely achieve more objectives than expected.

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