As a real estate agent committed to growing your customer base, your success hinges on a stand-out brand, backed by the ability to deliver results. But in a saturated market, even seasoned agents find themselves struggling to be seen a high-value, go-to source for prospects and customers.
It’s not enough to simply tell people about your agency and what you stand for. You must set your brand apart from a dizzying array of choices by delivering exceptional value, consistently.
Put three building blocks in place now to raise your real estate brand to a more prominent position—think A, B, C:
- Show up authentically as the authority, providing content perceived as useful and valuable
- Maintain a bold presence in the right mix of marketing channels
- Have a clear message that rolls out the red carpet and leads prospects along a clear path
Let’s take a closer look at these foundational pieces to a winning real estate positioning strategy.
1. Be the Authority, Authentically.
Positioning yourself as an authority is the best way to amplify trust. You want to become the friendly mayor of your neighborhood—the one everybody knows, likes, and trusts. Trust must be earned, and the number one way to build trust is to lead with compelling content.
What kind of value can you provide? How can you serve before you jump into sales? One of the best places to start is with your real estate niche. What sets you apart? What is the difference you deliver?
Building brand authority through authentic service
Share your market knowledge and insights freely, with authority. Focus on high-value content tied to a clear customer benefit.
To step into your authority, consider:
- What’s the thing you know inside and out about real estate?
- How can you help buyers or sellers avoid pitfalls and find success?
- How can you earn customer loyalty by providing something unexpected?
Prospects have a sixth sense when your latest post or email is intended only to build your list and secure their enrollment. To build brand equity lead with authenticity.
2. Bold Presence Across Multiple Platforms.
You know you need to show up authentically, but where should you start? An ever-multiplying array of communication channels stops many real estate agents in their tracks. Some never establish a presence outside of their website.
Showing up where customers are, on a diversified mix of channels, strengthens your positioning and drives engagement. Be present. Be bold. Be authentic. Be consistent.
The best places for real estate agents to be seen now
According to the National Association of Realtors®, the top three tech tools for high-quality leads are social media (47%), MLS site (32%), brokerage’s website and listing aggregator site (29% each). From YouTube to LinkedIn, Facebook lives to your Instagram feed, social media is the place to be present and engaged.
These responsive platforms allow you to extend your reach and respond to in-the-moment requests. Instant metrics in the form of likes and engagement provide indicators of what content prospects appreciate. A resounding 73% of homeowners are more likely to list with an agent who uses video, so it makes good business sense to incorporate video.
Consistent brand messaging across channels facilitates strong customer relationships. Think of your blog and email newsletter as cornerstone content that supports social strategy and other forms of outreach, such as events, direct mail and one-to-one conversations. Choose your communication channels wisely, then establish a consistent presence. Share authoritatively and authentically. Listen and learn.
3. Connect Prospects to a Clear Path.
Shaping a standout brand that’s memorable and engaging is about more than what tool you use or what offer you extend. Ultimately, it’s your message that matters. We’re not talking enticing taglines or SEO keywords. Those are important, but the critical core is the clarity and conviction of your message.
Are you being clear in your communication?
When you craft an e-mail or post on social media, choose a single focus. What is the one action or specific step you want your audience to take now? Why does that matter to them?
Does your message highlight a clear path for customers?
With a clarion call to action and engagement in place, consider the broader path. How exactly will you help prospects? Do they know what they need to do to move them forward on their path? Do they understand how you are uniquely positioned to help them?
The more you provide content and communication that clarifies the steps along the path to their dreams, the more valuable you become to prospects and customers. This is how you differentiate your real estate brand and rise to the top in a sea of competing options and choices.