Creating a Real Estate Brand Identity Visibility Strategy
Chances are, whatever real estate market you work in, you have a lot of competition. There are probably a lot of agents, and for the most part, they likely look, sound, and feel the same, and in a lot of cases, they’re competing for the same business as well.
That means, as an agent, it’s critical to your success that people know about your brand and your business, in a way that makes you stand out from your competition.
That’s where your brand identity visibility strategy comes in.
Your brand idenity visibility strategy is all of the different ways you make your brand’s identity and presence known to you target audinece within your target market.
If you’re working towards creating a brand identity visibility strategy for your real estate brand, here’s how to approach it:
1. Creating a Unique Brand Identity
The first step to building brand identity visibility is making sure you have a unique brand identity, that represents you, in the first place.
As an agent, creating your own personal brand that separates you from your competition is extremely important. Without one, you’ll appear the same as everyone else, and it’ll be a lot more difficult for you to effectively attract your target audience because they’ll have less reason to want to connect with you.
For example, if a person saw 5 Re/Max for sale signs, all in a row, each with the only difference being the name and contact information, would any of those signs appeal to that person in any way? Could they make a choice, based on that alone, around who they would work with to sell their home? Probably not; they’ll all appear the same, and no one would know what their focus is or if they’re the right fit for them.
Building your own unique brand identity, that appeals to your target audience within your target market, is critical to standing out and to giving your target audience both a reason to connect with you, and a reason to reach out to you if they like what they see.
★ Want to know more about this step in building a brand identity visibility strategy? Have a look at these posts:
- Why Every Agent Should Have Their Own, Personal Brand
- The Steps to Building a Trustworthy Personal Real Estate Brand
- Planning an End-to-End Brand Experience for Your Real Estate Business
2. Planning Your Marketing Strategy
Once you have your own unique brand identity in place, your marketing strategy helps you get it in front of the right people, at the right time, for the right reasons.
And while there are a lot of different ways and places you can market your brand and your business, the main thing to keep in mind is that your marketing strategy should be based on and built entirely around your target audience. Meaning, where, when, and how they’re most likely to see your brand in a positive, value-based way.
For example, that means if your target audience isn’t on TikTok, there’s really no need for you to spend all of your time making videos for TikTok.
To see success, your marketing strategy and your target audience must align with each other, in every way.
An effective marketing strategy should have a good marketing mix, and cover all the bases around where your audience is likely to be, which can mean marketing in direct marketing, digital marketing, advertising, social media, etc. However, you should also balance how much of each you do, based on where and how your target audience is most likely to engage with it and be reminded about you and your brand.
★ Want to learn more about this step in building a brand identity visibility strategy? Have a look at these posts:
- Building a Real Estate Marketing Stickiness Strategy
- Why Your Website and Your Marketing Strategy Go Hand-in-Hand
- Building a Marketing Discoverability Strategy
3. Building Online Presence
Your online presence strategy is key to your brand identity visibility strategy. After all, if no one can discover or find you and your brand online, it’s almost like it doesn’t exist at all.
Your online presence strategy is how you appear online, and all of the effort you put into controlling where, when, and how it’s found and appears.
There are main 2 parts of your online presence strategy:
1. Appearance – Your appearance strategy is how trustworthy, experienced, and likeable you appear online for brand-related searches, like your name, your brand’s name, your reviews, your listings, etc.
2. Discoverability – Your discoverability strategy is how well you rank and display for focus keywords and question-based content that your target audience is looking for, like best Miami real estate agent, how to sell my parent’s house, how to buy my first home in Salt Lake City, etc.
The way you appear online, and someone’s ability to find you when it matters, can make or break whether you get new business or not – often behind the scenes without you even knowing it’s happening.
★ Want to learn more about this step in building a brand identity visibility strategy? Have a look at these posts:
- How to Build an Online Presence Strategy for Your Real Estate Brand
- How to Effectively Monitor Your Brand’s Online Presence
- How Your Real Estate Referral Business is Tied to Your Online Presence
4. Local Visibility, Giving Back, and Philanthropy
Partnering with and giving back to the causes you care about is a great way to raise visibility for you and your brand – and feel good about it in the process.
But, the goal here is to make sure your philanthropic causes align with the same causes your target audience feels are important to them. For example, if you’re an animal lover, and you go all out to make sure you partner your brand with animal rights and causes, people who also find those causes important may reach out to you because you have similar values to them.
Partnering with causes you care about is a great way to build visibility for your brand, through promotion, but also, to be able to give back to the local community you work in.
Having a brand identity visibility strategy is really important to your success as an agent. Without having your own unique brand identity, you’ll look and feel exactly the same as all of your generic competition; and without a visibility strategy, no one will know you, your brand, or your business exist.
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