If you’ve been feeling like there is something missing from your branding lately but can’t quite put your finger on it, you are in the right place! Whether you’ve been a realtor for 6 months or 16 years there are certain things that will tell you if you should be considering a full reboot or just a push in the right direction. Read on to discover the 4 signs that will let you know if you’re in need of a brand makeover.
1 | YOUR BRANDING ISN’T CONSISTENT
Let’s start things off with a little exercise. Take a look at your brand assets – your last 10 marketing pieces should do the trick. Now ask yourself if every piece is consistent in tone and overall aesthetic. If you remove your logo, would your audience be able to recognize it as yours? What about colours and fonts, are they always consistent? If your answer is no, it might be time for a rebrand or small tweak. Imaging your marketing material like a calling card, a way for you to tell a story your ideal audience wants to hear. Even if it’s a Just Listed card it should still have the same look and feel of your brand. (Pro tip: Head on over to Pinterest and create a mood board for your brand.)
2 | YOU’RE MESSAGE HAS CHANGED
When your core message changes substantially, you know it’s time for a rebrand. So what the heck is your core message? Glad you asked. Your brand is telling a story whether you know the story or not. Your marketing pieces and brand assets are delivering a message to everyone who lays eyes on them whether you are in control of that message or not. Ask yourself how you want your clients to feel when they work with you. Are you playful? Or do you have a more serious and structured tone? Do you want them to feel like they are a member of your family? Or are you more interested in a transactional relationship? Understanding your brand voice is key to understanding the overall look of your marketing material or brand assets. Do the work, get to know your brand, and you’ll see the results you seek grasshopper!
3 | YOUR BRAND LOOKS LIKE EVERYONE ELSE’S
Have you fallen into the dreaded realtor brand trap? You know the one, you found a great inexpensive logo on Etsy, whipped out your credit card and were convinced you had the most unique and pretty brand out there. Fast forward 6 months and you see your “unique” look everywhere from facebook ads to flyers to Instagram posts. Here’s the thing that many people get confused about – a logo is not a brand. That’s right your logo is just a small part of a bigger picture. Think of your logo as the pretty bow that ties everything together. Your brand is what your audience thinks or feels it is. When you buy an inexpensive and mass-produced logo from an online source you run the risk of seeing something similar being used by countless others, and if you look like everyone else how will you differentiate yourself from the thousands of realtors out there? Your goal should be to attract those you want to work with. If your look is the same as everyone else’s it’s time to consider making a change.
4 | YOU AREN’T ATTRACTING THE RIGHT CLIENTS
Maybe when you first started out as a realtor, you didn’t know who you wanted to work or who your dream clients were, so you ended up going after all of them. You were chasing the carrot and convinced that you could make any relationship with any client work. You copied the marketing efforts of more seasoned realtors and relied on messaging that was not your own. Hey, if it worked for them it was bound to work for you, right? Well, thankfully you’ve grown a lot since then my friend (wink wink). After a few years of less than ideal client experiences, you now know who your dream clients are, you have a clear message you’d like to deliver to your target market and know exactly who you want to attract. If this sounds familiar then you know it’s time to stop chasing that carrot and start developing a brand that will attract your ideal audience.
There you have it. Any of these could be indicators that it’s time for a change, but probably the most important question to ask yourself is simply “Do I like my branding?” If your brand doesn’t resonate with you on a gut level, then it’s definitely time for a reboot.