Effective Property Branding Strategy: Why and How?

The current technological plane has levelled the playing field for hustlers all across the globe.

You can no longer ignore that an arsenal of tested, proven branding strategies is a must to retain your rickety position in the overcrowded marketplace.

Consumers today look for brand authenticity and sincere human connection in our purchasing journeys.

Most importantly, we value brands that deliver integrity, useful knowledge and healthy communication. Those are the ones we place our confidence in.

Without the reinforcement that a strong property brand offers its realtors, exhibiting integrity and knowledge becomes more imposing.

When it comes to property, your brand shouldn’t just be about your clients or prospects. It’s for your agents, too.

Let’s say your brand is your story—who you are, where you came from, what you do best—all these things need to resonate with your agents because they are key players in that story.

You should give them something to relate to so that they see its quality and worthiness of polished care.

Why you should appropriate property branding strategies 

Sure, property agents lift their own weight in personal brands, adding another layer of complexity.

But to maintain brand compliance, they’d need to conjoin their brand with the brokerage brand skilfully. If you fail to stay on-brand, your retention rates might suffer on your behalf.

Branding adds value

Selling a property is equivalent to selling a lifestyle, a promise. You need people to see its value before they’re willing to disburse a premium price for it.

A research study by estate agents depicted that “branded residences command an average uplift of 31%” compared to their non-branded counterparts.

This scale of increase in sales prices is more than enough to cover your costs for branding.

READ MORE: Real Estate Marketing Collateral: 7 Examples & How to Create Them

Branding is influential

Effective branding is memorable and emotive, residing at the back of our minds even during our search for other indistinguishable bricks and mortar.

Whether your development is ready for sale or still in the early stages, you’re selling a vision and ideal perception to potential buyers.

Branding can help to cement your promises that this vacant space will eventually prosper into a dynamic community.

Everyone seeks emotional connection, and you are acceding to your buyers’ demands by establishing an identity around your property.

We all know it’s about personality more than physical attributes (as many would readily proclaim).

Moreover, it’s a powerful way to anchor identifiable market positioning.

Consistency can drive sales

Scouting out a new place to live is an excitable experience, one that includes many touchpoints: cruising material, visiting showrooms, contacting agents.

These touchpoints bring the prospective buyer’s journey to life.

Naturally, a high-end development intended to attract buyers with the right buying capacity should allot a luxury-style brand identity backed up by premium marketing materials like a property website, brochures, showrooms and sales consultants.

It’s crucial to remain consistent, as the branded touchpoints can help in driving sales when enacted effectively.

READ MORE: Real Estate Leads: 10 Simple Marketing Ideas that Generate Leads

Establish differentiation

A new duplex or semi-d is always materialising on the market as if we’d all been asleep the whole year it was being built.

Nonetheless, branding helps you stand out in the endless deluge of competition.

It allows you the capability to harness your unique selling points and portrays the individuality of your properties to buyers; whether they’re family-friendly, eco-friendly, modernised—you name it, we’ll eat it up.

Build trust

Effective property branding also creates an instant sense of trust.

Everything your development stands for and is striving to achieve can be encapsulated in its overall brand.

Buyers are more likely to assert their faith in businesses with branding.

If they experience excellent services and design since the moment they interact with you, they’ll trust that the high standard will persist beyond their sales voyage.

Build trust

The reasons to perpetuate property branding are abundant.

But how do you do it, and effectively, at that?

Progressive brokerages know better than to publish a few stunning photos of properties and let them do all the talking.

Your digital space holds limitless opportunities to get creative; seize them!

Look for innovative ways to add value, provide information and rekindle inspiration.

Update your website and social networks by putting these property branding strategies into practice:

Tell stories that place your target audience centre stage

Ask yourself this: how can you help potential buyers picture themselves living or working here?

How would the amenities, facilities or district embellish their lifestyles?

You can interview some of the existing residents and relay what they love about the area, or even produce a feature on local schools and restaurants.

Whichever path you take, make sure to tap into the right audience and figure out what makes them tick.

Demonstrate knowledge to buyers

Buyers trust a company that knows their stuff.

Rather than dishing out sales messages masked as advice, employ your knowledge by offering clients valuable answers to their questions revolving real estate.

Have their best interests in mind when developing this type of content, and remember, dig deep into who they are and what they’re seeking.

Invest in videography and photography

Video marketing is an underrated tactic in the property branding realm.

New media is everything nowadays, with videos and posts containing imagery amassing the most traction online.

Embracing the digital revolution is essential for survival. Besides, have you seen those mansion tour videos?

All class.

Collaborate with forward-thinking agents

While manifesting ways to support your agents in forming personal connections, you should engage them to contribute to the firm’s brand as well.

Select your most refined real estate agents and get them on the creative content train.

For example, you can record a Q&A with them or any form of educational discussion, then broadcast it across all your platforms.

The takeaway is simple.

Hectic competition aside, it’s possible to make headway with an outstanding and consistent brand.

With consistent branding, you’ll find it easier branching out to new technologies and business models without comprising your message.

Once you’ve laid the foundation for your brokerage, success may be right over the horizon.

Collaborate with forward-thinking agents

At Walk Production, we exert consistency in all our branding projects religiously.

If there’s one thing we have a vocation for, it’s forging the best corporate identity for you.

Enlist our proficient team for beneficial services that can help your property brand attain its fullest capacity, including property branding, property copywriting, website development and more.

READ MORE: Real Estate Marketing Guide: Ideas and Techniques

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