Repositioning of the real estate agency through marketing and branding

In the world of real estate and appraisal business, the need for proper branding and marketing cannot be overstated. The more you engage in marketing and branding activities as a real estate professional, the more you obviously build brand equity for your agency and thus reposition your agency as a sought-after brand in the real estate industry, and stand out from your competitors.

Marketing and branding of a real estate agency in this context can be defined as the set of online and offline marketing communication strategies deployed by a real estate brand to communicate with its client, potential clients, parties stakeholders and of course the general public.

The brand building exercise is a function of the company’s consistent media presence and media mentions over time. Building a brand is not a one-time communications program or media campaign. The process of building a recognizable and trusted real estate brand that your clients and potential clients can connect with is arguably one of the most essential things you can do for your business as a real estate professional.

Globally, forward-thinking real estate agencies have since made marketing and branding a long-term strategy to stay competitive in business and innovate in the local and global real estate landscape. In developed economies like the United Kingdom (UK) and America, real estate agents are now embracing video marketing as a real tool for communicating their brands to the global business community.

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In addition to building brand equity through video marketing, the brand will also maintain Top of the Mind (TOMA) awareness in the minds of real estate consumers and investors. It’s a known fact that communication strategies like video marketing and posts that have good images get the most traction and impressions online. In this regard, embracing new media is an essential marketing strategy for brand survival.

In deploying new media marketing strategies, otherwise known as social media content, posts should add value to the real estate industry, be informative and inspiring. And the number of social media platforms used for this purpose is another key element, as the old saying goes, the more the merrier.

On a note of caution, to keep your brand and marketing communication from going off the rails, the brand must stay true to its name and lead the way of the rules and regulations that govern the profession and the industry. To deviate from the code of professional ethics in the name of brand image will amount to de-marketing your brand and the profession by extension. Your brand story should be communicated in a professional manner.

For large-scale real estate marketing and branding campaigns and repositioning of all kinds, traditional and new media should be fully utilized.

Tunji Titiloye, Real Estate Surveyor and Chartered Appraiser, and Practice Leader at Tunji Titiloye & Partners, is from Abuja, Nigeria.

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