7 Real Estate Branding Mistakes to Avoid

Real Estate Agents, Avoid These 7 Branding Mistakes

In today’s competitive market, branding plays a critical role in your success as an agent. 

It’s what helps you stand out from other real estate professionals. It’s what sets you apart from the pack. And ultimately, it’s what wins (or sometimes loses) you business.

Want to make sure your branding isn’t doing the latter as we head into the new year?

Try not to make these seven all-too-common real estate branding mistakes

1. Being inconsistent.

Branding isn’t just slapping a logo on your website and calling it a day. It’s about creating an image for your business — and carrying that image across every single touchpoint you have with your customers.

That means your social media, your website, your business cards — even your email signature — should all be on the same page. They should use the same colors, the same fonts, the same types of imagery, etc.

In short? They need to align and feel consistent — like they’re all a part of the same bigger picture.

2. Going too general.

Being too vague is one of those branding mistakes that can come back to haunt you. Sure, it may bring more potential leads in, but if those leads aren’t qualified (in your market, looking for the types of properties you specialize in, etc.), they’re really just a waste of your time.

To be truly effective, branding needs to be focused, offering a clear depiction of what you do, where your experience lies, and the types of customers, properties, and markets you work with.

The better-focused your branding is, the better it will sell your services and convert leads.

3. Being too braggy is also a branding mistake.

There’s a fine line between confidence and boasting. And the latter? That’s a quick and easy way to turn off potential clients.

In general, you want your branding — and all marketing efforts, for that matter — to give off an air of confidence and excellence, while still being humble and accessible. That means reining in the social media posts (you don’t need to alert people every time you make a sale or land a new listing), and also letting others (and data) speak on your behalf.

Case in point: “Akron’s No. 1-ranked agent since 2005” has a much different — and more convincing — feel than something like “The premier agent for premier properties” or “Amazing results. Amazing service.” Doesn’t it?

4. Overwhelming your audience.

Good branding should ultimately be subtle. It doesn’t need to hit clients over the head with your messaging at every turn, nor does it need to be pushed out and marketed to them at any opportunity. This can be a big branding mistake.

Use your branding to communicate with your audience when and where appropriate — at meetings, on your website and social media, and at your office and open houses. Covering your car with logos and pictures or littering communities with flyers typically isn’t necessary — nor welcomed.

5. Not living the brand.

Remember that branding isn’t just on paper (or on a screen). You’re a part of your brand, too — and that means living and working in a way that aligns with that branding.

Are you branding yourself as a luxury agent? Then make sure your style and wardrobe fit the role.

Trying to be an investor-focused Realtor? Join the city council and be in the know about local developments and zoning changes. 

The main point? Make sure your actions line up with the brand you’re trying to portray. (It all goes back to that theme of consistency when avoiding branding mistakes!)

6. Failing to get your colleagues on board, too.

If you have others on the team, then they need to align with the brand, too — online, on paper, and in their actions as an agent. To be extra sure your branding is consistent throughout the whole team, set up some sort of onboarding process for new employees. Make sure they understand the brand, your messaging, and all that those entail from the very start.

7. Forgetting to update it.

Branding isn’t a set-it-and-forget-it type of thing. As with anything, trends in branding and marketing come and go, and as those change, your image needs to, too.

That might mean refreshing the fonts or colors, updating the logo, or making any other minor change. If social platforms have changed their specs, it also may require some re-sizing or re-editing of your headshot, logo, or other collateral.

Another point to remember? Branding should be updated as your services and expertise evolve. Have you been focusing more on a certain market or price point in the last year? Adjust your branding to reflect that. You’ll get better leads as a result.

The bottom line about real estate branding mistakes

Branding is important — especially in large markets where buyers have hundreds (even thousands) of agents to choose from. Need help honing your branding and marketing as an agent? Check out our resources now.

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Aly Yale

Aly J. Yale is a freelance writer focusing on real estate, mortgage, and the housing market. Her work has been featured in Forbes, Bankrate, The Motley Fool, Business Insider, The Balance, and more. Prior to freelancing, she served as an editor and reporter for The Dallas Morning News. She graduated from Texas Christian University's Bob Schieffer College of Communication with a major in radio-TV-film and news-editorial journalism. Connect with her at AlyJYale.com or on Twitter at @AlyJwriter.