Branding and Logos for Real Estate Agents

Branding and Logos for Real Estate Agents and Brokers
1 Copyright © 2016 Simon McArdle, TheLogoCompany.net

Branding and Logos
for Real Estate
Agents and Brokers
Why You Need a Logo that Reflects Your Brand
By Simon McArdle

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but not limited to errors, omissions, or inaccuracies.

Table of Contents
Introduction…………………..………………………………….pg. 4
Creating a Winning Real Estate Brand……………....…...…pg. 9
Logo Design Process………..……..…….……..……..……..pg. 15
Conclusion………………………….…………………..……...pg. 33

Introduction
The right logo can serve as a magnet, attracting new clients to you on a
daily basis. Sometimes, small business owners, including real estate
agents, underestimate the importance of having a compelling logo. They
think they can rely on reputation alone.
You don’t need to settle for a generic logo that could belong to any real
estate agent in the country. You deserve to have a logo that is as unique as
you are – one that truly represents who you are and what you do. When
potential clients see it, they should feel confident that you are the perfect
person to help them find the house, apartment, investment property, or
office they need. When you have the right logo, you can be sure that you
will convey all of those things to prospective customers with a single
glance.

About The Logo Company
My name is Simon McArdle. I founded The Logo Company back in 2001. It
started as a small company, and has since grown into one of the most
recommended logo-design companies in the United States. Employing
more than 100 designers, we pride ourselves on our ability to work with
clients and produce a logo that clearly represents them and their business
– one that will help them attract new clients every time it is seen.

We have a unique design process that sets us apart from other companies.
Instead of assigning a single designer to your project, we have five
designers each design at least one logo for your company. The team
working on your logo will be specially selected based on your industry and
requirements. We’ll deliver five or more logos to you within just three
business days – and we let you make unlimited revisions. You can combine
design elements from two or more logos if you want to do so.
We will work tirelessly with you to ensure that you end up with the perfect
logo. We even offer a 90-day money-back guarantee if you decide you
don’t want to work with us – but our goal is to make sure that doesn’t
happen by delivering a beautiful and effective logo that can help you create
a strong brand for your business for years to come.
What You Will Learn in This Book
The goal of this book is to help you understand why you need to have the
right logo for your real estate business. We understand that the real estate
business is all about trust – if your clients don’t trust you, they’re not going
to want you to help them buy a house or investment property.
The first thing I’ll talk about is the importance of building a winning real
estate brand. Every industry has its own particular challenges and needs,
and at The Logo Company, we have a deep understanding of the real
estate business and what goes into branding yourself in a way that will help
you to connect with your clients.

After that, I’ll go into some of the details of the logo design process
specifically as it relates to real estate. A logo is more than just a design –
it’s a symbol of who you are and what you do. Some of the things we take
into consideration include using the right colors and fonts, conveying trust
and reliability, and making a design that will look good anywhere you use it
– online, on printed materials, and on signs and other advertisements. I’ll
also talk about how you can use your logo to give potential clients a sense
of your specialties. At each step of the way, I’ll share some of our most
effective real estate logos with you so you can see how we translated our
clients’ needs into the logos that have helped them create successful
brands.

At the end of the book, I’ll give you some specifics on why I think you
should use The Logo Company to design your logo. I’ll also provide you
with a direct link to our website so you can place an order if you choose to
do so.
By the time you are finished reading, I think you’ll see that having the right
logo for your real estate company is a must – and that The Logo Company
can help you accomplish that goal.
Let’s get started.

Creating a Winning Real Estate Brand
Branding is important in every industry. Any time you try to gain the public’s
trust, whether you are selling an inexpensive product or shepherding clients
through large real estate sales, you need to overcome the potential
objections and fears of your target clients. For most people, purchasing a
home or property is the biggest transaction they will ever undertake.
Nobody goes into the process of buying or selling property without some
concerns about the eventual outcome. Your job as a real estate agent is to
reassure potential buyers or sellers and convince them that they can trust
you to help them.
The process of winning potential clients starts before they ever meet you.
Regardless of where your business is located, you have competition. Every
client in your target audience has multiple options when it comes to
choosing someone to represent them. If you want them to choose you, you
need to brand yourself in a way that demonstrates your reliability and
effectiveness.

Your brand is about more than just your logo. In reality, your brand
encompasses everything about your company, including your name, your
logo, and your reputation. The things you say about yourself, as well as the
things that other people say about you, can all contribute to the common
perception of you and your brand. In this chapter, we will talk about some
of the specific branding concerns faced by real estate agents and brokers.
The Importance of Good Branding
Why does branding matter? What can having a strong brand do for your
real estate business? Understanding the answers to these questions is
crucial if you want to grow your business and attract new clients.
A strong brand makes it clear who you are and what you represent.
Everything you do should support and build your brand – because your
brand is what supports and builds your client base. It can turn a prospect
into a client, and a one-time client into a loyal repeat client. Here are some
of the things that a strong brand can do for your business.
1. A strong brand, supported by a strong logo, builds recognition. Think
of some of the most recognizable logos out there: the McDonald’s
golden arches and the Nike swoosh. You see those logos and you
know exactly what they represent. People are very visual by nature,
and when your logo accurately represents your brand, people will
remember it.
2. The right brand can make any company seem legitimate and
polished. Your brand is what tells people who you are, and if you

brand yourself properly, you can begin to build trust with potential
clients from the first moment that they encounter your brand.
3. Branding can help you grow your business when you pair it with
effective marketing. When you have the right logo, you can use it in
all of your ads and marketing materials. It can give everything you do
a cohesive appearance – and when your brand conveys the message
that you want to convey, it can work wonders for your business.
4. Having a strong and recognizable brand can increase the value of
your company, both real and perceived. The more people encounter
your brand, the more likely they are to view your company as
successful. The perception of success and value is essential in any
business, but it is especially important in real estate.
As you can see, good branding can help your real estate business in a
number of important ways.

How Branding Affects the Real Estate Business
While it is important to understand the general principles of branding, you
must also know something about the specific issues that relate to branding
your real estate business. Not all industries are created equal. Each has its
own special challenges.
In real estate, one of the primary challenges is competition. The
Association of Real Estate License Law Officials (ARELLO) estimates that
as of 2015, there were more than two million active real estate licenses in
the United States. Even in small rural areas there is competition for clients
and listings. In big metropolitan areas, the rivalry can be fierce.
What can help you stand out from the crowd? Branding is a big part of
distinguishing yourself from your competitors. If someone in your area is

looking for a new home, they are far more likely to call an agent whose
brand they recognize than someone who is unfamiliar.
On average, it takes eight exposures to a company or brand to create
familiarity. That is true of any industry. The more recognizable your brand
is, the more likely potential clients are to trust you and want to work with
you.
The right brand can help you:
 Define the area you represent. Research shows that 69% of all
buyers start their online search for an agent with a keyword that
includes their location. Your brand must help the people who are
searching for properties in your area find you.
 Single out your area of expertise. Do you specialize in single-family
homes? Luxury properties? Ranches? Rental properties? Whatever
your specialty is, your brand should clearly delineate it.
 Define your target demographics. Some agents focus their attention
on first-time buyers, or on people who are searching for investment
properties. Your brand can let people know if you are a good match
for their real estate needs.
 Help you keep a consistent image regardless of what marketing
media you choose to use. When you have a strong brand message, it
can help connect your online branding with your offline branding. It
can link the signs you put on lawns with your social media pages, and
so on.

In other words, having a strong and consistent brand image can help you
place yourself in the market. It can help your target clients find you and feel
confident that you are the best person to represent them.

Logo Design Process
Branding is important, and having the right logo is an essential part of
branding. When your logo is striking and simple, it will also be memorable.
Having seen it once, people will remember it. When they see it multiple
times, whether it’s on your website, in an ad, or on a sign, they will develop
a sense of familiarity with you. They will know who you are and what you
do – and they will be inclined to reach out to you in the event that your
expertise matches their real estate needs.
What Makes an Effective Logo?
How can you tell if a logo is effective? Different industries have different
standards and requirements. Here are some of the things that an effective
real estate logo should do:
 The three most important qualities in a real estate agent are
trustworthiness, friendliness, and organization. In other words,
potential clients want to know that you are honest, that dealing with
you will be pleasant, and that you are capable of handling the
different aspects of your job with ease. Your logo can and should
convey all of these things.
 Your logo needs to be distinctive – it can’t look like every other logo
out there if you want it to be memorable. In order for your logo to be
effective, it must be unique. It must be specific to you and your areas

of specialization rather than looking like a cookie cutter real estate
logo.
 That said, your logo must also be immediately identifiable as a real
estate logo. You can’t afford to steer so far away from industry norms
that your logo is indecipherable. That means that your logo may have
to incorporate an image of a home or apartment building. The key is
to balance uniqueness and familiarity.
 Your logo must use colors effectively. A color like blue denotes
reliability, while green evokes feelings of serenity. Choosing the right
colors is essential if you want to convey an appropriate message.

 Practicality is also a concern. You might envision a multi-colored
logo, but it is important to keep in mind that you will be paying to print
items with your logo on them many times. A logo with two colors is
more expensive than a single-color logo. In fact, the costs of printing
increase with each additional color. The best format for a logo is
vector format, which allows you to adjust the size of your logo easily
without distorting the image – something that is impossible if your
logo is made of pixels. The Logo Company always provides our
clients with their logos in vector format.
 The graphics should be simple and work well even without color. You
want the shape and design of your logo to be effective and instantly
recognizable. When a logo is over-designed or lacks balance, it can
lose much of its impact.
Our goal, then, is to design a logo for your real estate company that
encompasses all of these characteristics. Our design process allows you to
choose from multiple designs and oversee the design process. We
guarantee results, so you will have the opportunity to work with our
designers to fine-tune your logo design until it suits all of your needs.
The Science of Color and Design
Designing a great logo is both an art and a science. The best logos
combine the two, balancing things like color theory and symmetry with
beauty to create a harmonious whole.

Color Theory
Color theory is a field that looks at specific emotional responses evoked by
exposure to certain colors. Our interpretation and understanding of colors
has evolved over time. Research shows that the colors in your logo can
inform as much as 85% of a client’s decision to contact you, so you can
see that picking the right colors is essential. Here are some of the most
common color associations.
 Red is energetic and conveys a sense of urgency
 Orange is aggressive and may be an effective spur for a call to action
 Yellow is optimistic and cheerful, and may help to promote sales
 Green is calming and can also convey a sense of nature and wealth
 Blue is a color that denotes both trust and security
 Purple is soothing and calming
 Pink is feminine and can also convey creativity
 Black is sleek and powerful, and is often used to sell luxury products
Of course, there are also other colors to consider. For example, gold can
convey luxury and wealth. We used it in this logo for an agent who
specializes in luxury properties.

Another thing to keep in mind when using more than one color is that not all
colors go together. If you want a logo with two colors, consider using colors
that stand opposite one another on the color wheel, such as this logo that
uses the complementary colors blue and orange:

You can see that the colors chosen make a big impact in both of these
logos. If you are unsure which colors to choose, we can work with you to
find the perfect shades to represent you and your business.
Design Theory
When it comes to designing real estate logos, there are some industry
standards that are important to keep in mind. For example, we already
talked about the fact that your logo needs to make you instantly
recognizable as a real estate agent or company. The last thing you want is
to have people look at your logo and feel uncertain about what you do.

However, there are also some universal truths that apply to all logos. Both
the shape and symmetry of your logo can play a role in how it is perceived.
When it comes to design, we tend to think of three basic shapes – although
there are some variations.
 Circles convey comfort and warmth. They also represent a feeling of
continuity and movement, and a sense of security and protection. A
lot of real estate agents like to use circular shapes because buyers
want to feel secure when they are buying or selling a property.
 Triangles convey energy, power, and strength. They may also have a
feeling of balance. An agent who specialized in big investment
properties might benefit from using a triangle in their logo.
 Squares convey logic and order, as well as a sense of security and
containment.
Of course, the logo you choose may not fall neatly into one of these
categories. However, the overall shape of your logo will probably convey
emotions that align with the shape it most closely resembles. Notice how
the circular shape in the center of this logo gives it a feeling of comfort and
warmth. The yellow surrounds the house at the center of the logo with a
warm glow that speaks of home and security – ideas that work well for an
agent who specializes in single-family homes.

Symmetry is important because the human eye tends to prefer symmetrical
shapes over those that are out of balance. That doesn’t mean that the two
sides of your logo must be mirror images of one another. However, you do
want to have a logo that presents, on the whole, a balanced and
aesthetically pleasing image. Notice the symmetry and balance of this logo,
which combines the reliability of blue with the power of red:

The final consideration when it comes to design theory is the graphics of
your design. Many real estate logos use images of homes or buildings as
part of their design. Some also incorporate images that help to relay their
geographical location.
Here is an example of logo we did for a company that specializes in rentals.
As you can see, the graphics clearly convey the idea of apartment living.
It’s a strong and powerful graphic that quickly gets the point across. It’s
memorable and effective.

Note that this logo also incorporates a circle. The most effective logos are
those that combine colors, symmetry, and graphics into a unique and
memorable whole.

Market Awareness
A good logo should also take the specific market in which you are operating
into consideration. For example, a real estate agent who wants to convey a
sense of success might choose to use a luxurious color – even if they don’t
specialize in luxury properties. Earlier, I showed you a logo that used the
color gold to convey luxury. Here is another one of our logos. It combines
silver (another luxury color) with purple, a color that is often associated with
royalty. The circular shape suggests a medal or award, and a look at the
company’s website reveals that they have won multiple real estate awards
in recent years.

You know who your customers are and what the market conditions are
where you work. Armed with that information, we can work with you to
create a logo that is uniquely suited to your target clients and your market.
Locations
As I told you before, a large majority of people who are searching for a real
estate agent begin their online search with terms that are specific to their
geographical area. For that reason, it is important to consider incorporating
some indication of your location into your logo. For example, this logo uses
palm trees (plus the word “Pacific”) to let anyone who sees the logo know
that this particular company is on the west coast.
This is an example of a logo that uses two shades of the same color, blue,
to convey stability. The lighter blue hints at the color of the ocean, which is
appropriate for a company located in Southern California.

Building a Brand
One of the most difficult things about branding, especially in a competitive
field such as real estate, is finding a way to make your company stand out
from your rivals. It can be hard to find a unique angle. After all, most of your
competitors are likely to focus on the same qualities you are –
trustworthiness and expertise would be high on anybody’s list of desirable
traits for a real estate agent.
Let’s take a look at a logo we designed for a company that has a really
unique brand.
This logo does a number of interesting and effective things at once.

1. It uses the color pink, which is extremely unusual in real estate,
where many of the logos are red or blue. Pink is feminine and
creative. This company wants to appeal to female clients.
2. Both the graphic of the woman running and the slant of the letters in
the logo convey a sense of fast movement. Looking at it, the sense of
movement tells viewers two things at once:
a. First, that the people who work at this company are busy and
active, which conveys a sense of popularity and success.
b. Second, the company will move quickly to help them find the
property they want.
3. The simple image of a home behind the graphic (as well as the small
house dangling from the key chain) lets the people who see the logo
know that this agent specializes in single-family homes.
This logo is unique. It is unlikely that anybody who sees it will forget it – and
that’s very important when it comes to creating a brand for yourself and
your company.
How Your Logo Can Affect Your Reputation
Now let’s put everything together and talk about how your logo can affect
your reputation. Your logo is a combination of your company name with
strong graphic images and other design elements. It can communicate a
great deal of information about your company in a split second. In fact,
when somebody looks at your logo for the first time, they are likely to make

a rapid-fire judgment about who you are and what you do based on what
they see.
A poorly-designed logo can make even the best and most experienced real
estate agent look like an amateur. You simply cannot afford to throw
together a logo on your own, or to entrust your brand and logo to someone
who lacks experience and credibility. Let’s look at one logo as an example.
This logo plays on the company’s name and creates an unforgettable
image.

The word “Ninja” is unique and different, especially in real estate. The word
itself evokes an image of ruthless efficiency and accuracy. When someone
is described as a ninja, we think of them as an expert. However, there are
few real estate professionals who would want to be thought of as ruthless.
The cartoon of the ninja, who is smiling, helps to emphasize the name of
the company as well as to soften it a bit. This isn’t a scary ninja – it’s a
friendly ninja who can help you get an accurate appraisal that you can trust.
Imagine this logo with a frightening ninja instead. Perhaps a company that
used a logo like that would attract a few customers. However, many more
might be put off by the image. This logo strikes a nice balance.
Here is another logo that strikes a good balance. Its predominant color is
red, which conveys power. However, the graphic and the overall look of the
logo is warm and almost intimate. The design incorporates the initials of the
agent into an image that suggests – without overtly depicting – a single
family home. The tag line underneath it (your path home) is also warm and
inviting. The overall image is one of an agent who is strong and powerful,
yet who also understands what it means to buy a home.

The key to choosing the right logo for your company is to strive, always, for
a sense of balance. You need to be thinking about all of the following
things:
 Who is your target audience? How old are they, how much do they
earn, and what are they hoping to accomplish?
 What geographical area are you in? Is it important to communicate
that information with your logo?
 Do you specialize in a particular kind of property?
 What is the brand image you want to convey?

 What emotions do you want people to experience when they see your
logo for the first time?
 Where do you intend to use your logo?
The information you give to the designers who will work on your logo will
help them to incorporate the elements that are most important to you as a
business owner. The more accurately you describe your brand and target
audience, the more likely it is that we will be able to arrive at a logo that will
suit your company exactly.
The wrong logo can have a detrimental effect on your business. Instead of
communicating the experience and traits you want your audience to see, it
can backfire and drive people away from your company. The key is to strike
the right balance. Our designers can work with you to ensure that your new
logo works with you, not against you. We know the real estate business,
and we can help you.

Conclusion
Thank you for reading Branding and Logos for Real Estate Agents and
Brokers. I hope you have found this information about real estate logos to
be helpful. Every industry has its own particular challenges, but our
experience designing for real estate agents makes us uniquely qualified to
design your new logo.
Why The Logo Company Should Design Your New Logo
I have included many real estate logos in this book to help show you what
we can do. In case you are still wondering whether hiring The Logo
Company is right for your real estate business, I would like to point out a
few reasons why we are the best choice.
 Unlike other designers, we do not put limitations on our clients. We
will start you off with a MINIMUM of five logos created by five
experienced designers. Each designer will be provided with your
specifications and wishes and will arrive at a unique design created
especially for you.
 We never use clip art or take design shortcuts when we design logos
for our clients. Each designer begins by hand-drawing a logo. The
logo is then refined and color is added. Finally, the designs are
transferred to the computer where we will put the finishing touches on
them before we present them to you.

 Once you receive your logos, you can choose a favorite or work with
the designers to refine the logos based on your feedback. You can
even combine elements from two or more logos if you want to. We
will give you as much time as you need – and do as many revisions
as are necessary – to ensure that your logo is exactly right.
 When we present the logo to you, we give it to you in multiple formats
so you can easily use it anywhere you want. We will automatically
include the following formats:
o EPS
o JPG
o PNG

o PDF
o PSD
o TIFF
The EPS format is the format that will allow you or your printer to alter
the logo in Adobe Illustrator so the quality of your logo will NEVER
suffer. You will be assured that you will always get a beautiful and
crisp image. If you need other file formats in addition to the six listed
above, all you have to do is let us know and we will do our best to
provide them.
 We offer affordable prices for logo design and (if you choose)
printing. You can choose from several packages depending upon
your needs.
 Last but not least, remember that we always offer a 90-day money-
back guarantee. If at any time during the 90 days following your order
you decide that you don’t want to work with us, we will return your
money quickly and with no questions asked.
All of these qualities are what make The Logo Company unique. We never
settle for second best. We will get your initial designs to you within three
business days of your order, and all changes will be delivered within two
business days. You will never have to worry where you stand because we
will respond quickly and professionally to every inquiry.
What Happens Next?

I hope that you are as eager to work with The Logo Company as we are to
work with you. Each new client who comes to us represents a design
challenge – one that we want to embrace. Our goal is to deliver great
results every single time.
If you would like to take a look at some of our client testimonials, please
click here. We don’t expect you to take our word for the quality and success
of our work. We prefer to let our clients speak for us.
Finally, if you would like to place an order and let us design the perfect logo
to represent you and your business, please click here to go directly to our
order page. You will be asked to complete an order form and answer a few
questions that will help us understand your business and brand. We will
use the information you provide to deliver a minimum of five bespoke logos
within three business days.
I look forward to hearing from you.

Branding and Logos for Real Estate Agents

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Branding and Logos for Real Estate Agents