Unlike when you’re trying to see a product online, a real estate purchase is a once-in-a-lifetime decision for many people. That means that the approach to marketing needs to be completely different. In a lot of ways, you need to think even bigger when it comes to branding and marketing for real estate.
With real estate, everything is tied to emotions. Home is a really personal space, and it’s an emotional decision for prospects to find a place that fits what they want and where they can see themselves building a life. Lifestyle aspects—like the length of the commute or the quality of the nearby school system can also play a factor in the decision-making process.
To create a strong voice and a strong point of view for your brand, you need to pick a specific direction that is targeting your ideal audience and pinpoints the aspects that are important to them. Once you’ve identified the approach to your branding, you also need to capitalize on all of the benefits of the building itself—where it’s located, its architecture, and the price point.
The key to building a great real estate brand is understanding how to capitalize on all of the best benefits and convey them in a way that resonates with your prospective customers. They need to resonate so strongly with someone, that they’ll want to turn that house into their home.