Branding/Positioning

The biggest reason most real estate advertising fails is because the agents don’t do their research first. Rather, they look at what all the other agents in the market are doing and try to copy them. In advertising, the person who’s first has the advantage. Everyone else – all the “me too’s” – has to work much harder, spend lots more money, or be extremely clear why they are considerably better than the agent who was first in order to surpass the market leader. read full entry

If you choose to work with a graphic designer, here are some tips for making sure the business relationship starts off on the right foot. read full entry

Once you’ve created your logo, the next step to create a visual identity system is to establish images, colors and fonts that you’d like prospects to associate with you and your services. read full entry

The first step to creating a visual identity is designing a logo. Over time, your logo will become the visual identifier of you and your services. When prospects and clients see your logo, they’ll recognize it and remember you. While names can be difficult to remember, graphical images are much more memorable. read full entry

Professional marketing materials start with your visual identity, which includes all the colors, images and fonts that represent your company graphically. Just as you should create a way to verbally identify and differentiate yourself from others, you also need to create a visual way to do the same. read full entry

The primary purpose of design is to capture your reader’s attention. You can have fantastic copy, a great service, and a compelling offer, but unless someone actually looks at the document, your marketing message is nonexistent to them. read full entry

Virtually everything you buy has some type of packaging. The packaging your product comes in protects the product from being damaged when shipped, from getting dirty, or from deterring someone from tampering with it. read full entry

Do you have a clear, concise statement for the question “What do you do for a living?” that sparks conversation? Unfortunately, most agents miss their opportunity by answering with a standard “I’m a real estate agent.” read full entry

The terms “brand” and “branding” are some of the most over-hyped and misused words in all of marketing. Here are some common myths about brands and branding. read full entry

In my last article, I explained that your brand is how your customers, prospects, friends and family view you. So where does branding fit into the picture?

Branding is about trying to shape the impressions people have about you and your company. It’s not about manipulating people. People are much too smart for that to work and no advertising or branding campaign can help you if you are a nasty person or unethical company. read full entry