Branding and Marketing for Realtors and Residential Specialists

MARKETING FOR REALTORS
Council of Residential Specialists

advertising marketing public relations web & digital media

Welcome

Stephanie Kruse | Rob Gaedtke | Mike McDowell

4/1/2011
© KPS|3 2011. Not to be reproduced or used without permission. kps3.com

Branding topics we will discuss
–  Defining

–  Visualizing
–  Promoting


Defining your brand


What is branding (and what it isn’t):
–  Your brand exists in the minds and hearts of your
customers/prospects

–  It is the image, thoughts, emotions, and willingness to
act that comes up when they think of you, hear your
name, see your logo or other symbol or interact with
you in any important manner to them

–  You can do things to create, clarify, enhance, improve
and stretch your brand image and brand equity

–  Your brand position should stand as ‘unique’ to be
effective


It is NOT:
–  Just your logo

–  Just your colors
–  Just your advertising or other promotions
–  Just external in nature... You must pay attention to
internal branding


The importance of brand consistency:
–  Eliminates brand confusion

–  Maximizes effectiveness of modest budgets
–  Better ties related “sub brands” to a strong umbrella
brand

–  Adds strength to brand symbols, images, equity


The value of strong brand equity...
positively impacts:
–  Awareness
–  Attitudes and beliefs
–  Most importantly... Behavior


Your personal brand
–  What is the state, power of your personal brand?

–  Are you vanilla or pistachio ripple almond?


Determining your personal brand
–  Research - but not your mom, your sweetie or
someone who owes you money

–  Try to get objective, intelligent feedback: bosses,
colleagues, competitors, candid customers, near
misses

–  Research: Can use primary and secondary, qualitative
and quantitative research


Are you vanilla or pistachio nut?
–  Brand quiz using analogies, descriptors and examples
can help get you past the “I don’t know what I am”

–  Unique essence - as perceived by others... since that is
your brand, what others believe


Your brand position statement
To (your distinct market segment - i.e. buyers in the Reno
home market who desire someone who understands and
lives within the luxury market and is involved in fine art
circles), only JENNY REALTOR offers (distinct brand
promise) because of (proof statement of attributes and
deserved perception, i.e. distinctive experience and
education, certifications, unique affinity circles - lives in
luxury home and has luxury possessions, has an MFA, has
luxury certifications, serves on board of prestigious art
school school, travels to collect art).


If you only find vanilla...
–  If you can’t define yourself, feel you are blending in
too much, have no unique brand identity - you may be
making a vanilla branding mistake (too broad or
vague or common in your projected image, or in the
markets you are targeting)

–  You can not project that you are all things to all
people, or go after all people with an all purpose
brand message

–  Who is most likely to use you, and why


Then refine and stretch your brand
–  Determine if it’s really a blank slate. If so, define a
realistic brand to go after. (brand vision)

–  Don’t stretch it so much you have brand disconnect.
–  Determine the steps in all areas of the marketing mix
(the product itself, pricing, place/distribution, and
promotion)

–  Re-test often.


A brand vision statement
–  By (timeframe), for (distinctive target audience), only
JENNY REALTOR will offer (unique brand promise)
based upon (proof statement)

–  BUT... you have to do things that add to the proof
statement and also change the perceptions of your
unique brand promise


If it is unique, and is working for you...
–  Make it part of everything you do, say, wear, choose,
participate in, do for continuing education, donate to
professionally... to reinforce your brand

–  Again, your brand is NOT a slogan, color, photo, or
personal logo. THOSE are symbols you might develop
or choose strategically AFTER you understand and
define your brand.


Co-branding with your broker's brand
–  Your broker's brand probably has value it adds
to yours

–  As you consider brokers, see if they are willing to
invest in their own brand

–  Does your broker's brand help sway decisions
your way?


How to co-brand
–  Branded family vs. family of brands - decision on
which strategy to use is dictated by this situation

–  Affinity with your broker's brand reinforces the power
of your marketing

–  Decrease brand confusion in the market as to who
you are and who you are with

–  What does your broker provide you in a toolkit.. and
how to you add your personal brand


Love the ones you're with...
–  Your sphere - who? do they relate to your brand?

–  (are you hanging out with the right group of people?)
–  Farm list - who? how close do they relate to your
brand?

–  Your process for touching sphere and farm list

–  Frequency, style, tone, means, channels


Paid message placement
–  Do not make vanilla mistakes in this realm
either...make good, targeted decisions on how to
reach the segments of the market you have defined

–  Mass media will most likely not generate inquiries or
generate customers in your target segment

–  Targeted, strategic paid and earned media tactics are
key

–  Don’t get distracted or seduced because “everyone
else does it” or an ad sales rep makes you a deal


Visualizing your brand


Visual components matter
–  Reinforces your core brand attributes

–  Logos, color choices, photos
–  Don’t think in things… think in emotions

–  Constantly ask yourself, does this fit the direction of
your brand? If the answer isn’t quick, it probably
isn’t right.


Consistency is important
–  Once your look is established stick to it. The more you
change the less recognizable your brand becomes.

–  Variations are fine in fact they can help extend and
stretch the brand, just keep a close watch on it.


Eco Example:
www.CraigSchriber.com
cSchriber@DicksonRealty.com
Reno, NV 89519
e-Pro: Authority in 1030 Caughlin Crossing
technology, trends 775-201-0154 Fax
775-772-4824 cell / 24 hr v/m
and the market 775-284-3030 Direct

Certified Luxury Home Enjoy the difference.
Marketing Specialist Craig Schriber

Nevada’s first Realtor certified Craig Schriber
as an EcoBroker, specializing Enjoy the difference.
in eco friendly homes, trends
and resources.

Who else for something so important.


Promoting your brand


Digital Presence - Your website
and beyond
–  Website +
–  Multichannel approach
–  All reinforcing your brand


Blogging
–  Reinforce your brand

–  Who are you writing for?

–  Content is king
–  Hub of information


Search engines
–  #1 online activity

–  Spiders

–  Optimize each page
–  Don't think like you.
–  Inbound links


Paid ads
–  Search engines, social media

–  Pay per click

–  Bidding
–  Highly targeted
–  Highly measurable


Social media
–  Extension of your brand

–  Extension of your network

–  Don't be overly promotional
–  Time costs


Email marketing
–  Email services/templates

–  Build your list

–  Segment your list
–  Short and sweet


A word on public relations
–  Again, target and be selective - what message you
convey and which outlets you target to reach your
target markets

–  Pros: media has third party credibility, less expensive
than paid messaging, can develop a “constant
presence”

–  Cons: no guarantees and can’t control the message,
takes time to develop relationships with media that
can develop into more meaningful coverage


Thank You.
Questions?

4/1/2011

Branding and Marketing for Realtors and Residential Specialists

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