The most successful agents aren’t simply the ones that understand real estate.
They’re the ones that understand how to build a brand.
If you want to build a brand that stands the test of time, you have to be willing to go deep.
A strong brand is so much more than just designing a logo or picking out colors.
It’s about being clear on your core values, crafting your mission and vision, understanding your ‘why’, and crafting an intentional brand story. It’s about giving people a reason to choose you over countless other options.
Let’s dive into some of the common branding mistakes real estate agents make – and how to avoid them so you can build a strong 7-figure real estate brand.
Thinking your real estate brand is all about a logo and colors
Often, the first thing agents do when they’re getting serious about building their brand is to invest in a branding agency.
They think once they get their brand’s mood board, logo, fonts, and colors, they’ll be good to go.
But this couldn’t be further from the truth.
While a well-designed logo and appealing color scheme can make your brand visually memorable, that’s just the tip of the iceberg.
Your brand is how people perceive you when you’re not in the room. It’s about your reputation, the quality of your service, and the consistency in your messaging.
Don’t make the mistake of pouring thousands of dollars into your visual identity before getting clear on the foundational aspects of your brand.
These aesthetic pieces can come later. Trust me, I’ve seen 7-figure businesses who’ve designed their logo in Canva.
Your color scheme or fonts are not going to make or break your business.
Not getting clear on your core values
You can think of core values as the compass you use to navigate your company.
Not only do your core values show your clients what you stand for, but they also give you and your team a framework for how to operate and make business decisions.
Your core values shouldn’t be vague or be some generic tagline like, “We strive for excellence” or “Customer service is at the heart of our operations”.
Instead, they should be highly customized to your business.
What kind of company do you want to be leading?
For example, here’s one of our core values at The Listings Lab:
Evolutionary Growth. Having a growth mindset at all times benefits us all because it pushes our boundaries as human beings. Instead of taking feedback personally, we use it to inquire about how we can grow and improve. Then both the business and the team grow.
I recommend choosing between three and seven.
Once you have your core values, you can use them as a standard for hiring, reviewing, rewarding, and recognizing people on your team.
Branding isn’t just about how you appear to the outside world. It’s also about attracting the right people and building a thriving company culture from the inside out.
Not crafting your mission and vision
One of the most important components of a strong real estate brand?
Having a clear mission and vision.
Without them, your business decisions will be swayed by fleeting emotions rather than being rooted in stable, guiding principles.
Imagine being part of a business that changes direction every time the owner adopts a new personal philosophy. It would be chaotic – and frustrating.
This is why it’s so important to separate your brand’s mission and vision from your personal ones.
This way, you’re free to grow and change on a personal level…without disrupting your business’s growth.
Neglecting your ‘why’
Your brand’s mission and vision become its ‘why’, and this ‘why’ is what attracts clients, leads, and team members. Remember….these people don’t flock to you randomly; they gather behind your brand because your ‘why’ resonates with them.
But here’s where many real estate agents get confused when it comes to the concept of having a ‘why’.
They believe that their own personal ‘why’ has to be the exact same as their brand’s ‘why’.
But here’s a little secret…it doesn’t.
It’s okay to be a little selfish with your personal ‘why’.
You can think of your ‘why’ as your driving force – it’s what gets you out of bed every day.
Whether your why is altruistic or self-serving (or a little bit of both), what matters most is that it’s authentic to you.
It’s okay to desire a better life, live a certain lifestyle, or achieve financial freedom.
Just remember, your personal ‘why’ is not the same as your team’s ‘why’ or your brand’s ‘why’. Your personal ‘why’ should be personal, not something you choose because it’s expected of you.
Not taking the time to hash out your brand story
Most agents take very little time to craft a brand story.
Instead, they focus on facts and figures, neglecting the personal aspects of their venture into the realm of real estate.
But guess what?
It’s the emotional parts of your journey that your audience will connect with the most.
Your brand story gives you an opportunity to talk about your business in a way that’s inspiring and relatable.
Remember, your life is far more interesting than you think. Your experiences, no matter how mundane they might seem to you, can be fascinating to others.
By telling your brand story, you can create a strong emotional connection with your audience and build a memorable brand.
If you’ve been guilty of oversimplifying your brand, these posts can help you get back on track!
And if you’re ready to take your real estate brand to the next level, be sure to check out The Listings Lab.
Learn everything you need to know about building a stand-out brand online so you can scale your revenue exponentially.
Apply here to book a call with our team and see if the program is the right fit for you.