21 Oct Why Real Estate Brand Consistency Is So Important
Real estate agents are masters at marketing and selling homes, and because they often get wrapped up in the day-to-day comings and goings of client meetings, house showings and the like, their own brand can get overlooked. Brand consistency is important across the board, including in both online and printed collateral.
Your online presence should look and feel consistent, which includes making sure that your website, Facebook, blog and Twitter embody the look and feel of your brand. But this should also extend into your printed marketing materials like flyers, brochures and the like. Make sure you’re focusing on a standard font across all platforms, and keep it simple with colors.
A word of caution: be careful with do-it-yourself templates where you simply plug in your logo and add your own copy. Too frequently, logos can become stretched and warped because they’re not formatted properly (your logo is square, but the template has a space for a rectangular image). You can circumvent this by having a few variations of your logo available to play with, and you should always make sure you have a web-optimized version, which is a smaller file size. This will ensure that you can use it online, as large file sizes are often rejected.
Additionally, you should understand that negative space is often a good thing and can help keep your viewers’ attention. Too many real estate agents fall into the trap of filling up every square inch of empty space on marketing materials and websites, but it’s a mistake. Imagine if you were staging a home and you did this with furniture. Think of it that way. Your call to action should stand out, as should your contact information so it’s easy for a potential client to get in touch.
If you work with a brokerage, investigate the services they offer. This might include a full-service marketing department with graphic designers and copywriters who can help bring cohesiveness to your brand. And find a local printer who can be your go-to point person when you need marketing materials printed. Large national chains like FedEx Kinkos can help you in a pinch, but the service tends to be impersonal and the quality can sometimes be lacking.