In March’s Advertising and marketing and Branding Month, we’ll go deep on agent branding and greatest practices for spending with Zillow, Realtor.com and extra. Prime CMOs of main corporations drop by to share their latest techniques, too. And to high off this theme month, Inman is debuting a model new set of awards for branding and advertising and marketing leaders within the business known as Advertising and marketing All-Stars.

Whether or not you’re recruiting new brokers or searching for to retain the good ones in your present roster, model identification performs an element. Though brokers and workers will probably be searching for in-depth details about your organization’s philosophy and mission, they’ll be attracted, no less than initially, by your branding.

Folks ceaselessly consider branding in a restricted sense, maybe as the corporate identify together with a emblem and tagline. In actuality, in fact, branding entails a lot extra, from visible components like the colour scheme and fonts utilized in advertising and marketing campaigns to conceptual components just like the narrative voice utilized in written supplies or neighborhood occasions which can be in line with the corporate’s acknowledged objective.

As a graphic artist, I feel lots about how to make sure our model interprets throughout all of our inside and exterior communications and advertising and marketing collateral. Listed here are a few of the methods I guarantee model cohesion.

1. Make branding and advertising and marketing a core worth

At our brokerage, the core values discuss concerning the significance of selling. Our model requirements contain skilled copywriting for property descriptions, not ChatGPT. We offer branded, professionally written and designed content material on an ongoing foundation for our brokers to share with their spheres of affect.

By emphasizing the significance of branding and tying it to the effectiveness of the service we offer, it turns into greater than only a nice-to-have bell or whistle. It turns into an important differentiator for our brokerage.

2. Assist domesticate private branding for brokers

As a part of the service we offer to our brokers, we make sure that their messaging is constant throughout our web site, updating their bios throughout onboarding and serving to them suppose by way of their private branding. 

As everyone knows, actual property is, in some ways a private enterprise and brokers have to consider how their model connects with potential shoppers. By serving to brokers to search out their model inside your model, you guarantee cohesiveness and alignment between your particular person brokers and your overarching firm model.

3. Present expertise that makes branding and advertising and marketing simpler

At DOORA, we not solely present distinctive expertise for our brokers, we additionally make sure that they know the best way to use the tech we offer. By serving to them assist their shoppers, we hold brokers from going rogue and creating advertising and marketing supplies on their very own which may not keep our model identification.

We associate with Maxa Designs to create state-of-the-art advertising and marketing supplies particularly geared towards the wants and necessities of the actual property business. Their platform features a library of actual estate-related graphics and templates built-in with our model information. This enables us to high quality management every little thing that brokers ship out. 

As well as, we’ve got the Lamborghini {of professional} printing presses on web site to make sure that there’s by no means a delay in creating stunning hard-copy flyers or mailers. 

As a result of we imagine within the energy of branding for the brokerage, the person agent and the shopper, we prioritize it. The result’s a model that brokers are pleased to align with and promote by way of their very own advertising and marketing efforts.

Janet Pozos serves as inventive director at DOORA Properties. Join along with her on Instagram or LinkedIn.