Do you know of any successful business that doesn’t have their own logo and branding? Of course not! From Apple to Amazon and everything in between, a company’s logo makes them instantly recognizable and builds trust among their customers. You may think that it’s easiest to only use your broker’s logo and branding, but the reality is that doing so builds loyalty to them, not to you. If you want to be successful in marketing your real estate business and growing your referrals, your logo is vital—and in this blog, I’m going to show you why.
As the owner of a brokerage, I don’t advocate completely abandoning your broker’s branding—by law, you have to use their logo—but the truth is that clients hire the agent, not the broker. 96% of consumers hire the agent over the brand they’re affiliated with, and your logo will help remind your clients of who you are, what you do, and keep you at the top of their minds for all of their real estate needs. Remember that ultimately, YOU are the one generation business, and you are the brand. Why wouldn’t you be the one in charge of branding yourself?
Your logo is the key marketing piece that will follow you wherever you go. This visual connection to your name is extremely important! According to The Power of Visual Storytelling by Ekaterina Walter and Jessica Gioglio:
- 90% of the information transmitted to the brain is visual
- Content with compelling visuals will attract 94% more views than those without
- You’ll garner 180% more engagement on web posts that have visuals
Since the human brain processes visuals 60,000x faster than text, what you show visually is far more powerful than anything you can write or say verbally.
Let’s do a quick exercise to illustrate the facts and drive home the point. Look at the following image; what are you thinking about and what are you visualizing?
Now do the same for the following image. What are you thinking and visualizing now? How many more details come to mind, and how clear is the picture?
This is the power of visual imagery in action. With the right logo, you’ll create top of mind brand awareness that will infuse into your SOI and local community. It also serves as a constant, subliminal advertisement for you without feeling like your always “selling.” Why is this so important? Remember that over 60% of your business every year comes from referrals, and your marketing should help you develop, nurture, and maintain these relationships. Since 72% of consumers use the first agent they speak to, you want your logo to work for you so that you’re always the person that comes to their mind when they think of real estate. People don’t always remember real estate agents, but they do remember their branding.
Maybe you already have a logo but aren’t sure if it’s up to standards. If you don’t have one, you might be wondering what the next steps are.
Your logo should do 3 main things:
- Remind people you’re in real estate
- Tell a story
- Give insight into your personality and style
If your real estate logo accomplishes these three things, you’ll create an authentic brand that will become your best marketing tool. It’s very difficult to build a brand without having a visual (like your real estate logo) to represent it. You want to make sure that your logo reflects your identity, and your identity is going to be more than just the brokerage you belong to.
If you haven’t defined your brand or made your logo, make sure you do so as soon as possible and you’ll see instant benefits for your real estate business. It’s that simple!
