Unlocking your Brand Voice to successfully market your Real Estate Company

When marketing for your real estate company, it’s essential to keep in mind the type of brand you want to portray. Each realtor and real estate agent must create their own personal brand and find their voice in order to be successful, and it
works the same way with an online presence. Without this voice, there’s simply
no way to connect with consumers and make the sales that you desire. Here’s how
you can think about brand voices and the best way to find yours!

Why you need branding

Connecting with your clients is the name of the game when it comes to real estate. Branding yourself correctly will help you feel confident in how others see you when you reach out to them. Your branding is essentially your personality online, and because our world is increasingly interconnected via the Internet, it matters. Your company brand voice should match your branding and any contact with your realtors or real estate agents your clients have thereafter. A brand voice will help to strengthen any written content you produce—your social media, emails, and advertisements, and more!

How to develop a brand voice

            You want your brand voice to be unique (even through a computer screen). Your competitors will develop theirs and you want to stand out since the real estate market is so vast. Start by asking yourself a series of questions.

What makes your company special?

What do competitors have that you might lack?

What do you want to emphasize in your branding and how do you want to do it?

            First and foremost, your brand voice needs to be human. It should be comfortable and easily conveyed both online and in person. When someone is helping you to select a potential home, you want them to be a true confidante in the process. Their first indicator of this will likely be in whatever written content you have online. What does that content say about you? Is it wise? Authentic? Inspirational? Approachable? Consumers gravitate towards comfort and convenience during uncertain times which is why this is especially important in real estate.

            Another factor you’ll need to consider is your competition. How can you voice stand out from the dozens of other real estate companies that already exist? How can you make your brand voice stronger? It’s likely that you’ll have some sort of comparative advantage. This is what you’ll need to maximize. Whatever your competition is lacking is something that you can demonstrate in your own brand-voice. For example, if your highest competitor has an incredibly wise but highly
informative brand-voice, you can counter this by taking a friendlier approach.
Being relatable and approachable as well as informative will give consumers a
different feel when they visit your site or engage with your content.

            Finally, to develop the ideal brand voice, you’ll want to continually focus on your audience and adjust as needed. As real estate agents and realtors are constantly looking for new clients, you’ll never want to stick with a brand voice that doesn’t seem to be connecting with your audience. One of the largest pieces of both real estate marketing and a personal brand (and their combination!) is ensuring that it’s hitting home with who you’re trying to reach.

Example brand voice styles

            Feeling stuck even after reading this? It can help to get some ideas of what type of brand voices exist out there and what you can utilize to jump start your own branding. Here are some to keep in mind.

• Educator: This type of brand style focuses on sharing various lists
  and guides that makes your audience feel as though they’ve really learned
  something as soon as they’ve left your site.
• Visionary: This personal brand is authentic and motivational because
  you’re focused on the big picture.
• Connector: This type of brand style is incredibly comfortable for
  individuals who are unsure about making decisions. If you opt for this personal brand voice, you’ll appear approachable and really talk through the various steps and options involved in real estate.

Better yet, if you’re interested in learning more about which of these brand styles suits you best? Take our quiz below! Real estate marketing and branding are about connecting with your audience and relating more with clients. The sooner you employ a personal brand the quicker you ensure that all future marketing efforts will successfully tell your story.