If you are looking to build an attraction based marketing strategy for your real estate business, you need to have a brand. Once you do, using video is the best real estate branding strategy you can implement.
I work for a broker and they are my brand…
The agent is the brand. The broker is not. Helping build your broker’s brand does you NO BUENO. As a matter of fact less than 4% of consumers actually chose their agent because of the brand they were affiliated with.
What does this mean?
It means that buyers and sellers don’t give a shit what company you work for. Company brand used to matter as the public perception used to be that you needed to work with an agent at a big brand name. In today’s brokerage world, that is no longer true for the most part.
Over 60% of all agent business is derived from referrals and repeat business because people seek out agents they know, like, trust, or are referred to. You don’t get referrals and repeat business from strangers, you get them from your relationships you have in life, but only when you are remembered. Marketing a brand is much easier and effective than marketing your individuality so let me explain.
Which is more memorable?
I think we know the obvious answer here, but the question is why? Over time we’ve been trained to associated Nike with their logo. When I see it, I don’t just think of the company, but I think of what the company stands for. Instantly I get images in my head of:
Just Do IT
Competition and so on….
That logo has the power to trigger all those thoughts and emotions in my brain. That’s the power of branding. Over time I have been exposed to a consistent combination of marketing and advertising campaigns. It was the consistency and branding of the Nike’s logo that created that association in my brain.
I understand Nike is a billion dollar company and we are talking about real estate branding here so let’s go through my own branding as an example.
Mike Cuevas, Realtor
The logo is more memorable than saying Mike Cuevas, Realtor. Images are more power than straight text and why I use my logo in everything I do because I know my logo resonates more than my name. Over the last few years I have built up the Chicago Real Estate Dude brand so that I’m known as the “dude” amongst my network. I purposely did this because I get how the mind works. I knew that if I kept my brand in front of my database that it would turn into business because it’s a numbers game.
My only goal in real estate branding is to be the most known Realtor amongst my network.Once that is accomplished, it’s just a numbers game because people move. The more people who know who I am, the more referrals and repeat business I get. It’s that simple.
I don’t market Mike Cuevas the Realtor, I market the Chicago Real Estate Dude who’s name happens to be Mike Cuevas.
My brand also reflects my style. I’m not a luxury agent. I’m a dude. I have found that the more “real” that I am in my marketing, the more people I connect with. Connecting with people , nurturing, and building relationships is the entire goal of my marketing strategy. I don’t market my brand for leads, I market my brand to build on my relationships.
The reason I do this is because…
The goal of marketing your brand should be to become the most well known Realtor amongst your network possible. People hire Realtors they know, like, and trust. However they can only use or refer you when they remember who the hell you are.
Video Is The Best Real Estate Branding Strategy Because…
Using video as a real estate branding strategy is a more effective way to communicate. You build a brand over time through effective and consistent communication. Video allows you to connect with people on a deeper level and gives consumers a better idea of who you are and how you roll.
60% of all communication is based on your tone.
Did you ever hear the phrase, it’s not what you say it’s how you say it? Your tone is everything. If you spoke in monotone boring voice in all your videos would it affect your messaging? Of course it will. Your tone is the most important part of how you communicate as it expresses emotion. Check out what Jerry has to say…
30% of communication is based on your body language.
When you are using video as a real estate branding strategy, you need to consider your body language as a form of communicating. The way you use your body language when communicating is more important than what you are actually saying.
Are you excited about what you are saying or are you doing so uncomfortably?
Don’t stand there with your arms at your side showing no emotion whatsoever. The more animated you are, the better you will execute your message. What’s more memorable? Someone jumping around or someone sleeping?
10% of communication is based on the actual content.
This is going to blow your mind. Only 10% of what you actually say will be retained. People don’t typically want to talk about real estate unless they are in the market. Therefore, when you are considering using video as a real estate branding strategy, you need to consider the content you are creating. Quit focusing on what you are saying and put more emphasis on how you say it.
Do you remember ShamWow?
It’s this guys tone and body language that people remember. I didn’t recall the product because it was a good product, I recalled it because of the dude! His body language and tone are what is memorable. That’s the power of video.
Can you express your tone using email?
How about body language?
(Emojis are the exception)
Video is a great real estate branding strategy because it allows you to communicate more effectively with your most valuable asset…your database. The key to implementing a real estate branding strategy is to communicate effectively and consistently with people who are most likely to generate business for you. In real estate that’s your database because over 60% of all agent business comes from referrals and repeat clients.
Your brokerage is not your brand, YOU ARE!
If you want to build an attraction based business you need to start by building a brand because that’s what people will remember!