Do you know of a successful business that doesn’t have a logo? Your real estate logo is one of the most important components of running a referral based business. Often times, this gets overlooked by real estate agents who instead press the easy button and use their broker’s logo vs. develop their own. Creating your own real estate logo is central to your long term referral marketing efforts. In this post I’m going to explain why.
Businesses understand the importance of developing a brand and playing the long game. The ultimate goal should be to create a salable brand people have come to know, like, and trust. Your real estate logo is your visual reminder of your brand.
The reason why branding is so important to running a referral based real estate business is because staying on top of mind is everything! If you are out of sight, you are out of mind. People don’t remember real estate agents, they remember their branding.
60%+ of business each and every year comes from referrals, past clients, or people you already knew according to NAR. It doesn’t come from email autoresponders, ZILLOW, or Facebook ads.
“The vast majority of business comes from the people you know, not strangers”
- 10-15% of the population is moving each and every year.
- 100% of the people you know this year have the ability to refer you to at least one person this year because everyone knows someone who is moving.
Those are the facts! It doesn’t take a rocket scientist to figure out where you should concentrate your referral marketing efforts, but this is why your real estate logo needs to be well thought out.
According to Ekaterina Walter & Jessica Gioglio’s book, The Power Of Visual Storytelling.
- The human brain processes visuals 60,000x faster than text
- Web post with visuals drive up to 180% more engagement than those without
- 90% of the information transmitted to the brain is visual
- 94% more total views on average are attracted by content containing compelling images
What you can show visually is more powerful than anything you can say verbally!
Your real estate logo keeps you top of mind while at the same time constantly serves as a subliminal advertisement for your services without sounding like a sales person. It serves as a constant reminder that you are a Realtor without having to say it. This is why we call this a sell without selling type of approach. Referral marketing is not about generating leads. It’s about nurturing, maintaining, and developing relationships with consistent communication. When this is accomplished, you will be running a successful referral based business as long as your marketing efforts are placed in front of your audience.
I took this video out of one of our training courses inside Attracktor to demonstrate how to reposition your Facebook profile visually to remind your network what you do for a living. Watch this in full.
Think of your referral marketing plan as nothing more than subtle reminders you are still alive and that you’re a Realtor.
Earlier this year we totally rebranded everything. I completely rebranded everything to the “Chicago Real Estate Dude Realty Group”. A couple years ago I realized the whole “dude” thing was a brand! I market my brand, not my individuality. I realized the importance of visual imagery once everyone started calling me “dude” instead of Mike. That’s when you know you’ve built a brand. It’s very difficult to build a brand without having something visually, like your real estate logo, to represent it.
An image is more powerful than any set of words. For example, Chicago Real Estate Dude Realty Group is not as powerful as the image and logo of it. Don’t believe me? Which one is more memorable?
Chicago Real Estate Dude Realty Group
My logo tells my entire story. It’s obvious what I do and where I do it, but it’s also unique to my audience. I know that people in my market recognize the Chicago flag. The “dude” thing tells you exactly how I roll. You want your real estate logo to do the same thing.
If you don’t have one get a real estate logo immediately. You don’t need to be a “dude” or have a cartoon character, but it DOES need to resemble you. Your brand is what other people say about you.
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Create a real estate logo that reflects who you are and place it everywhere you go both on and offline. Yes, it’s really that simple.