branding and marketing for realtors and residential specialists

advertising marketing public relations web & digital media

MARKETING FOR REALTORS Council of Residential Specialists

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

Welcome

Stephanie Kruse | Rob Gaedtke | Mike McDowell

© 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:

e-Pro: Authority in technology, trends

and the market

Certified Luxury Home Marketing Specialist

Who else for something so important.

Nevada’s first Realtor certified as an EcoBroker, specializing in eco friendly homes, trends

and resources.

Craig SchriberEnjoy the difference.

775-284-3030 Direct775-772-4824 cell / 24 hr v/m

775-201-0154 Fax1030 Caughlin Crossing

Reno, NV 89519

[email protected]

Craig SchriberEnjoy the difference.


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

branding and marketing for realtors and residential specialists

Real Estate

brand kps3

brand image

brand confusion

brand quiz

isyour brand

arealistic brand

unique brand identity

brand position statement