Do you find yourself spending large amounts of money redesigning graphics, websites and marketing materials? The problem may not lie with the individual materials, but could rather be due to a lack of consistency in your property business’ core branding and marketing strategy.
It’s easy to get a bit lost along the way with what your brand stands for, especially when the world around you is changing so fast.
Taking a little time to think and plan is easier said than done sometimes, but making sure your brand and business objectives match-up and are the central focus for your marketing efforts could save you heaps of time and money going forwards.
Where to start?
Take a lesson from existing companies that are consistent with their branding, it doesn’t necessarily have to be a real estate company just one who’s brand really stands out, and take note of how they do it.
One of my favorites is Dunkin Donuts, it says what it is on the tin (or sign above the coffee house or packaging in this case) whenever you see a DD you know exactly what you’re looking at and the quality of product to expect. Even if it’s a quick glance, the pink and brown and notable font alerts you that what you’re seeing is a Dunkin Donuts.
This is the goal that you want to reach, instantly recognizable for exactly who and what you are. Whether someone stumbles across your website, drives by your office, subscribes to your emails or picks up a brochure, you want to start off with the right message teamed with a great look and stay consistent with these across all marketing materials.
With that goal in mind, here are some points to consider when building your brand that will save you a few headaches in the long run:
Understand your target market
The first part to successful marketing is being really clear about who you’re marketing to. If you’re looking to re-brand, and you were previously targeting a large market, maybe look at narrowing things down. You might find that focusing on the 10 people who are really interested in what you have to offer is far more successful than 100 people who are a little unsure. Once you know who your market is research them, find out what they like, what language they use, what makes them tick – and use your findings in your marketing.
Identify Customer Needs
It’s important to not only understand who you want to target but also what they might from you. Find out what your clients are looking for what pain points or needs they have and how you can help solve or satisfy them better than existing suppliers.
If you can satisfy customer needs at lower cost or with a better product than the other suppliers, then those are the needs you want to target.
Create a stand out look
If you want to get noticed, you’ve got to look good. Once you’ve decided what sort of materials might benefit your customers get a graphic designer in (if you haven’t got one on your team) and ask them to design a selection of creative using the same theme and colour scheme so that you can apply them to your marketing materials as and when you need them.
Get the word out
Once you have researched where you’re clients are most likely to be get your killer message out there! It pains to see brands out there who put so much effort into creating the right message, getting the right logo and headshot and then, that’s it, they just sit and wait for clients to come to the website. Well that’s just like throwing a party but not giving anyone the address and then being disappointed when nobody turns up!
Distribution is key, create a blog, post on social media, send email campaigns, do what it takes to get your brand noticed.