Real Estate Branding – Why it is Important in Digital Marketing?

What is “branding”? If you just thought of “the company name” or “the logo”, you are not wrong. But you are not exactly right either.

The name and the logo are what represent the brand. Branding is an expression of the quality and uniqueness of a company, and it goes beyond a website, logo, colors, and taglines.

The process takes a considerable amount of time and resources but in the long run, it saves the same. Once a brand is successfully created, the company earns the potential to be a part of people’s conversations and this creates a larger audience.

Your brand should narrate the story of your company while highlighting what it is that makes it unique in its goals and vision.

The elements of branding include

Company objectives
Brand logo
Colour palette of the logo and website
Tagline

Branding is not equal to marketing. Marketing is the act of promotion and sale, and how you get the message out. Branding on the other hand is an act of communication. It creates a context for how your audience perceives you.

Take your website, for instance. How efficiently and aesthetically are your properties displayed on it? If a webpage is boring, you will find people visiting your site and leaving in a few seconds. So, you must optimize your web page in its visual aspects.

The contact details must be easily accessible to the potential sellers and buyers as well. An SEO-optimised website with original, informative, engaging and entertaining content could go a long way.

Why Create a Brand?

In this digital age, branding in real estate has become an utmost necessity. A company profile that attracts attention from the multitudes of people using various platforms would lead to profit and growth.

Purchasing a house is a huge part of any average person’s life. That is to say that a real estate company plays an equally huge part in that person’s life in reaching that goal. A commitment as important as this requires quite the amount of trust from the customer’s side and loyalty from the company’s side. To earn this trust and respect, authentic branding is required.

Real estate branding builds an identity and creates a strong online presence, ensuring that people are aware of the company and its quality. High prices for the company’s products and services can be justified as well. Nobody asks why a Gucci bag is expensive, do they?

Emotion in Branding

What an average person feels while the names of the high-profile brands are spoken of is a sense of admiration and interest, and this is exactly what their profit is built upon. Rolls Royce is a brand that worked hard for decades to attain the image it has now, and the brand itself is enough for their cars to sell by themselves, with no form of traditional advertisement. There are many more such eminent brands that just do not require them to show people that they are “good” at what they do because everyone already knows. This is the power of strong branding.

A successful brand is capable of inciting emotions in the heart of people. It encourages them to convince themselves on how your brand is better than your competitors. In the end, it is about the customer. It is about what they want, not you. What they perceive of your company is what your company is. Therefore, knowing your audience should be the key to your branding strategies.

So… How Do We Do It?

Here are a few tips to start with your brand

Choose your niche and advertise it: Your area or circle of expertise is what will set you apart from your competitors in the same field. Letting the public know what exactly it is that you provide that the others don’t will bring the right clients to you.
Invest in your online presence: Everything is on the internet these days and no company has any excuse to refrain from having an active online presence. Invest in a well-designed website that is optimised for SEO, attracts people at a glance, includes reviews from your past customers and o displays your authenticity.
Social Media: This is where you get to directly converse with the people and study their responses. Consistent posting, engaging content and active interactions will help channel your clients.
Consistent branding: Follow a theme on all platforms. This includes everything you put out there, like the logo, the colours, your articles and social media posts etc.

Consistency is key. Giving up as soon as you see no or very little results is not what you should be doing. It might take time, but once you get there all the effort would pay off.