Real estate branding ideas: How to implement the best branding for your business

In a sector as competitive as real estate, it is necessary to adopt a solid digital marketing strategy to establish real estate branding in your market. This will help you convert leads into clients and show your leadership position as a real estate business.

To adopt a straightforward digital approach that has a real impact on your brokerage business, Franck Gonzalez, real estate specialist and Head of Sales at Conseiller Influent, believes there is one key aspect to differentiating yourself: personal branding. One that is too often mistakenly neglected or even ignored.

Use personal real estate branding to establish a strong brand image

First, let's define personal branding: It is a concept that applies corporate marketing techniques to individual people. The objective is to promote such people, give them a positive and strong image, and better communicate their history, their skills, and the services they offer.

Franck Gonzalez sums up personal branding: "You are your own product. You must communicate yourself and your brand through a strong image and a differentiating factor." Differentiation is an essential component of personal branding. It allows you to create a strong image and make it a trademark for your community and clients.

Here is a specific example of a strong real estate agent branding: a real estate agent in Calgary, Canada, calls himself "the purple realtor", going so far as to paint his car in his brand colours. Thanks to this differentiating factor and communicating intelligently on social media, he builds a strong and positive brand identity. Once you have identified this differentiating factor, you must share it to stand out.

Video content is at the heart of your real estate agency's online presence

It would be best to go beyond simply creating social media posts for Facebook, Instagram, LinkedIn, and Twitter to communicate effectively. Video content is now at the heart of a successful real estate branding strategy. It is the medium that generates the most engagement with a community, with 30% more interactions than a photo and twice as many shares. Mark Zuckerberg himself considers video to be a "megatrend". Today, video is a way to demonstrate your authenticity, show your uniqueness and stand out. It is a tool for initiating a relationship and helps create a meaningful connection with your audience.

While Google is now the most popular search engine, YouTube is a close second. For this reason, Google highlights the results that match a given search and displays relevant videos. For that reason, high rankings on YouTube can help you appear in top Google results, providing a superb opportunity as it is challenging to achieve these results through SEO (search engine optimisation).

One of the members of the Conseiller Influent private club describes his experience of using video as a real estate agent as follows:

Posting videos will help potential clients find you, get to know you and your real estate company and its core values and assess your suitability based on your publications. When they decide to trust you by selling their property or buying their new home through you, they will do so because they want to work with you. Video content also helps to "defuse" fears and anticipate the discovery phase with prospective clients, improving their trust in you early on. Video content can create emotion, a connection and, therefore, a relationship with your target audience, which would not be possible if you only used a photo format.

Build a strong sales funnel to generate leads

Digital communication, through creating content marketing materials (preferably video), is critical to an effective digital marketing strategy. However, creating content alone is not enough to attract potential clients. Franck Gonzalez explains the advantages of implementing a lead generation strategy using a sales funnel. In online marketing, such a funnel consists of four steps:

1. Generating traffic and brand awareness via marketing campaigns: You create precious promotional materials, which you then choose to promote via Instagram or Facebook ads. It can be a video, an ebook or a testimonial. The content must be engaging, eye-catching and 'irresistible' enough to push potential clients to go for it. It has to be powerful to make prospective clients take action and click it.
   
   
2. Capturing leads from that traffic: Potential clients are taken to a landing page upon clicking the ad. They now have to fill out a form, which you can easily create using the right tools, and thus give their personal information in exchange for accessing the valuable content. The purpose of this page is to convert and not to distract, which means it should be simple and effective. Once they've given you their personal information, it is time for you to start building the relationship; you can, e.g. include a welcome video or a personalised thank you message.
   
   
3. Following up and (re)engaging your leads: You keep working on the relationship with your potential client by creating trust through relevant communication channels, such as email. Remember that a website visitor who has given their information is not a client yet; they are probably not ready for a sales pitch. Instead, think of what type of content they would be most interested in and their questions and pain points.
   
   
4. Converting your leads into customers: Give your potential customers enough opportunities to book a meeting. The more (and the more intelligently) you will have worked on the relationship with those leads in the previous steps, the easier the conversion will be.

Digital drives your real estate marketing, but it cannot replace the human element

According to Franck Gonzalez, 95% of the professionals in the real estate industry neglect specific steps after generating leads. A potential client is not yet a client, and it takes between 7 and 13 contact points to convert leads. This is why following up with them effectively and rigorously is essential.

Digital marketing is a powerful tool to build your reputation, demonstrate your expertise, and make yourself known to your community in a differentiating and effective way as one of the best real estate agencies.

Besides these takeaways, do not forget that digital channels offer great opportunities for real estate professionals but do not eliminate the need for human relationships. What it does, instead, is complement your actions on the ground. It would be best to keep the human element at the centre of the connection to create a strong bond and thus turn your leads into exclusive listings.

Do you want to transform your website into a lead generation machine and profit from more exclusive listings? Don't hesitate to talk to us: