What exactly is brand equity? It’s the added value that comes from having a recognizable, trusted brand. How do you build the level of trust that encourages your ideal client to choose you over the competition? The first step is to work with a real estate marketing agency to create collateral that sets you apart. This includes a modern, eye-catching logo, letterhead and other primary marketing materials. During this process, your firm’s brand guidelines, which include branding colors, fonts, and your dominant images’ mood, will be finalized.
Get your brand in front of potential clients
Now that you have a cohesive brand, it’s time to get it out into the world and start building recognition and trust. Publicizing your new brand takes work, but it’s worth the time and effort you put into it. Remember, the more consistent your branding is, the more equity it creates for your business. If you’re phasing in a new logo, for example, it’s worth the expense of getting the latest version rolled out everywhere as soon as possible. You may also want to do some public advertising, such as billboards or direct mailers, to increase brand awareness around town.
One of the simplest ways to scale marketing efforts is to use templates to create your postcards, flyers and social media posts. However, premade templates often appear generic and don’t necessarily develop recognizable assets for your brand. However, because you’ve worked with a professional design team to establish your brand guidelines, the same team can create templates for you to use in day-to-day marketing. This way, you have the best of both worlds: an easy-to-use premade layout that conforms to your brand guidelines. You end up with marketing materials that look and feel cohesive without having to wait on a design professional for every little flyer or social post.
Unify marketing efforts for your whole team
The faster you can get all your agents, brokers, and reps using your company’s branding, the quicker you’ll see your brand equity start to grow. For example, your team can invest in creating personalized printed material such as an easy-to-carry pocket folder – for situations such as conferences and seminars, where even after the discussion is over, your audience can leave with a personalized pocket folder representing your business— giving your organization more exposure and brand awareness long after your retreat is over.
Brand equity may seem elusive, but it can be built one step at a time, just like most other things. Think about the iconic brands you know of, whether a soda company or a clothing line that revolves around denim. Once you create that kind of instant recognition and respect with your marketing, your company has the potential to become a household name, and you can start to see results, not only in your popularity rankings but also in your bottom line. So what are you waiting for?
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