How to Maintain Brand Consistency in Your Real Estate Business

In real estate, it matters a lot what people think about your agency. We can all agree that, as businesses, we crave trust and loyalty from our customers. If these two traits are absent, success becomes much harder (if not impossible) to achieve. Related: Real estate marketing guide & ideas The consistency of your brand has a huge impact on what people think. If your real estate brand is constantly changing, people will see you as less honest and reliable. On the other hand, if your message is consistent and validates your brand promise, it's easier to build trust with your audience and earn their loyalty. So, where can you deliver this messaging? In real estate, there are several areas where you can achieve remarkable brand consistency. Here are five of them. Property listings Great property listings contain three elements: property data, description and photographs. Of these, the description accounts for the largest portion of the listing, so focus your efforts there. Write compelling descriptions complete with all the features and benefits anyone looking for that specific property would find valuable. Each potential buyer has a particular set of expectations. If the description you write helps them evaluate the property against their expectations and make better decisions, that will set the foundation for a solid relationship with your real estate brand. As you write, remember that brand assets like tone, voice, taglines & logos should always be consistent, and that your message should align with your brand's goals as well as the needs of your target audience. Neighborhood & home search If you want to be the go-to real estate agency in your area, show your audience that you really know and understand the communities you serve. Sometimes you'll encounter potential home buyers who aren't familiar with the area, and if you can become a dependable local resource for them, you'll develop a trusting and loyal relationship. Focus on what makes the neighborhood special and what homeowners usually consider when looking for a property. This could mean schools, hospitals, weather, culture, parks and local attractions. You could also request testimonials from people who live in the area and include them in your listings. Videos and photographs are great additions, too. Responsive web design Build consistency into how your website functions across all devices, from phones and tablets to computers. Regardless of how a person accesses your real estate website, the user experience should be cohesive and well-designed. If it's not, your visitors could easily turn away. Remember, your brand largely depends on how people view your business. If they can't comfortably access your website on their tablet or mobile device, they will likely feel impatient and turn to your competition to get their needs met. Without responsive design, visitors will wonder whether your real estate brand is old-fashioned, and they might assume you're not up-to-date with new trends and technology. Instead, keep those visitors coming back by offering a consistent, excellent browsing experience tailored to their needs. Pictures & video We live in a visual culture. In real estate, this is supported by the fact that 83% of home buyers expect to view pictures of available properties, whether it's through print marketing, a website or social media. [Click to tweet ] Your brand stands to benefit if your visuals come across well and emphasize points of interest. Photos should always be high quality and leave a strong, positive impression. Spend a little time learning best practices for real estate photography before hiring a photographer or taking photos yourself. Video has evolved with trends like personalization and technology like interactive videos, 360 videos, and VR videos that are more immersive for the viewer. For maximum visibility, you can share them across multiple channels: your website, online video platforms, and social media. For example, here's a video we made with the help of a few real estate clients: What if we took Lucidpress away? (Real estate edition) Social media profiles There's no doubt that a huge portion of realtors (91%, in fact) use social media—and so do your potential buyers. Your social media presence will inevitably have a significant impact on how your brand is perceived. The logos, colors & visuals used on your social media profiles will affect how your audience perceives and remembers you. Tone and voice are important, too—conflicting messages will confuse customers and dilute your brand. Of course, authenticity and humanity are also important to social media users. Make it your goal to give your brand a unique identity and personality that your followers can easily relate to. This will help you cultivate a loyal following and stand out from your competitors. Key takeaway Brand consistency is about getting your audience to trust you. The five areas covered here hold a great amount of power to keep your brand consistent. Each plays a special role in getting clients to call you, to pay attention to your message, and to look forward to working with you again. Your brand matters. Learn how to protect and elevate your real estate brand in this branding essentials guidebook.