What’s the big deal about a brand anyways?
If you think about it, the brand is everything. “Everything” might seem like a strong word to use until you begin to consider how you’re viewed in the eyes of your customer. You’re an investor right? Right. How do your customers find you and what is their perception of you when they see your advertising? Let’s face it real estate investors provide a commodity service. I’m not talking about all the extra great stuff you do for your customers; I’m just talking about the basic service you provide. That’s why home owners call real estate investors. So how do you differentiate yourself from all your competition who is essentially promising the same exact same thing you are? Well, if you’re smart you are following some basic marketing principles as well as using and building a brand in your market area. Customers need to see you over and over again and as often as possible. They need to trust your ad enough to respond to it. They’re also more likely to respond to a “professional” looking ad than they are to one that looks “fly by night.” Here in South Florida I’ve actually seen hand-written, cardboard signs stuck on the side of the road. Perhaps that sign will result in a call or two, but you’re not going to OWN your market by operating that way. And really, that’s why we’re all here. We want to own our local markets right? I sure hope you said “Yes!” to that last question.
Let’s look at it like this: which of the following signs would you respond to?
I’m sure you see these all the time right? You might even use them now. Aside from being illegal in most areas, how effective is this really? Does it inspire confidence? Do you suppose that most people drive by so fast that they miss the number completely? If you brand yourself with street spam, how do you think you’ll be viewed in your market?
Now, how much better would this look as a sign or a car magnet? The viewer doesn’t need to scramble to remember a confusing number… they can remember 1-800-SELL-NOW. With one look they know who you are, what service you provide and how to reach you. Even better, the logo is professional and is completely different from the messages they’ll see from your competition.
Although the two signs advertise the exact same service, they elicit completely different responses. The classic yellow & black, blue & white, etc. color combinations have been over done and most people have become quite numb to them. To own your market you need to differentiate yourself through branding and the proper mix of marketing mediums. You’ll never get a chance to prove to your customers that you’re better if they don’t call you. If you want the same results as your competitors, do the same thing they do.