Three Reasons You Need To Care About Your Real Estate Brand Identity


A real estate brand identity is your greatest ally in an industry that is ripe with competition. If for nothing else, the need to distinguish your own company from the likes of similar competitors has never been greater. But I digress; a truly great real estate brand identity does so much more than separate entrepreneurs from their competitors.

In its truest form, branding is the precursor to customer loyalty; it fosters a subjective appreciation for an objective brand. However, the subjectivity of said appreciation can go a long way in determining the value of a real estate brand identity. If taken care of, a real estate brand identity is capable of becoming your most valuable asset.

A brand is so much more than a logo and a color scheme; it’s the sentiment your company elicits from those it’s trying to reach out to. And that sentiment can go a long way in helping a real estate company realize its true potential. Let’s take a look at three of the most important reasons you need to establish a credible real estate brand identity:

Real Estate Brand Identity: Why You Can’t Afford To Ignore Yours

Real estate brand

1. Recognition

First and foremost, a proper real estate brand identity should elicit a sense of familiarity. The logo itself should evoke an inherent degree of recognition that is unmistakable to a respective audience. That said, the importance of recognition — as simple as it may seem — can’t be underestimated. In my opinion, a company’s logo is a preemptive attempt to make a first impression, and as I am sure you are aware, first impressions are everything in the real estate industry.

The real importance of a well-devised brand isn’t in the aesthetic design, but rather the recognition it demands. And I don’t use that term lightly; your real estate brand identity should absolutely demand recognition. There should be no mistaking your brand for what it is, and even what it does for that matter. What is a brand, if not a physical representation of a company? If prospective customers can identify who you are and what you do by looking at your brand, you may need to reevaluate things.

Building a strong real estate brand identity has the power to increase exposure for a respective company, and therefore allow its reach to increase exponentially. The best brands are entirely capable of compounding said recognition in a way that automates brand awareness.

2. Trust

A real estate brand identity does far more than sell a product; it sells the individual behind the product. That said, a strong real estate brand identity does a lot more than move product. The most prolific brands know that it represents something much more valuable: trust.

In order to build trust in a real estate brand identity, concentrate your efforts on the following:

  • Frequency & Quality of Communication
  • Source Credibility & Expertise
  • Sharing Similar Values
  • A distinct Absence Of Opportunistic Behavior
  • Mutual Disclosure & Transparency
  • Compounding Positive Interactions

We all know — in one way or another — what enables one individual to trust another. Instead, I urge you to consider what trust can do for a company that cultivates it in a loyal following. Just off of the top of my head, there is a distinct correlation between genuine trust and consumer loyalty and devotion, repeat customers, cross-selling, positive word-of-mouth, positive sentiment, and more cooperative interactions. All of these things, and more, are the result of a real estate brand identity founded on trust, and there is no reason your very own identity can’t do the same.

3. Marketing

For what it’s worth, a real estate brand identity is an integral marketing component. While not as direct as a marketing campaign, a well-devised real estate business identity says a lot about about who you are and your particular products or services. In fact, I’d argue that it’s far from hyperbolic to suggest your real estate brand identity says everything; from what you currently represent to what you aspire to be. Combine these attributes with the actual goods and services you provide, and you have a recipe for marketing success. If for nothing else, a real estate brand identity customers can grow to trust sells itself.

As the American Marketing Association so eloquently puts it, one’s brand shares a direct correlation with the “name, term, design, symbol, or any other feature that identifies one seller’s goods or service as distinct from those of other sellers.” It’s worth noting, however, that combined with a little due diligence, said brand can become synonymous with the goods and services themselves. Clientele will begin to associate a product with a brand, and vice versa. It’s in that recognition that a proper marketing foundation is founded. Customers will grow accustomed to looking for the brand just as much as they are looking for the product itself.

The real power of real estate brand identity marketing, however, can be found in its compounding efforts. When a brand sells a quality product, people start to associate said product with its respective brand. However, as that service or product grows in popularity, the masses will start to associate the brand in question with quality. At that point, the real estate brand identity has struck gold, as it will become a sought after commodity in the eyes of those looking to enlist the services of a trust individual.

Again, a good real estate brand identity sells the person behind the brand before the services it provides. If done correctly, the real estate brand identity you create is entirely capable of helping you realize your full potential. Mind due diligence when creating your own brand, and you will notice an entirely new world of opportunity open its doors to you and your business.