Absolutely, branding is really important for an estate agency.
First off, a strong brand helps build trust. When clients recognise your name and feel confident in what you offer, they’re more likely to choose you. It also helps you stand out in a saturated market by showcasing what makes you unique, whether it’s your approach, expertise, or values.
Good branding increases your visibility, too. When you consistently show up across social media, websites, and marketing materials, people start to remember you. The more they see your brand, the more likely they are to think of you when they need property services.
Plus, having a clear brand message helps attract the right clients—those who resonate with your style and values, making it easier to connect with them. And let’s not forget, a memorable brand encourages happy clients to refer you to their friends and family, which is incredibly important in the property industry.
Business brand vs personal brand: which one should you focus on?
The difference between a business brand and a personal brand comes down to focus and connection.
A business brand represents the whole estate agency and is built around its mission, values, and services. It showcases the collective identity of the team, logo, and marketing materials, aiming to attract a wide audience and establish trust in the market. A business brand can outlast individual agents, continuing to thrive even if people come and go, while still aiming to create a strong reputation for your agency as a trusted provider.
A personal brand focuses on you as the individual estate agent, highlighting your unique personality, skills, and approach. It’s often built through social media and client interactions, targeting clients who resonate with your style to create trust and strong relationships. Your personal brands grow and evolve as your career develops, allowing you to connect deeply with clients while complementing the broader business brand.
Neither a business brand nor a personal brand is inherently better—it depends on your goals, your role in the property industry, and how you want to connect with your audience. Here's a breakdown of when each might be better for you:
When to focus on a business brand for your agency:
- You’re part of a large agency: If you run or work for a sizable estate agency, building a strong business brand helps create a unified identity across all agents and locations.
- You want to scale: If your goal is to grow a large team or multiple offices, focusing on a business brand can help attract new agents, grow recognition, and build a long-lasting company name.
- You want brand recognition beyond individuals: If you want clients to associate quality service with your company regardless of which agent they work with, a business brand ensures consistency and longevity.
When to focus on your personal brand as an estate agent:
- You’re an independent agent: If you work for yourself or want to establish a unique identity, a personal brand is more effective for showcasing your individual personality, values, and expertise.
- You thrive on personal connections: Property business is built on relationships, and a strong personal brand lets clients feel more connected to you as a person, building trust and rapport more quickly.
- You want more flexibility: Your personal brand can grow and evolve as you do. If you switch companies or roles, your personal brand moves with you, while a business brand stays with the company.
Many estate agents use a hybrid approach, maintaining a personal brand within a larger business brand. This way, the business provides overarching recognition and support, while agents build their own distinct identities within the brand framework.
Ultimately, the choice depends on whether you want to be known for your personal skills and values or focus on building a lasting business reputation.
What to consider for your estate branding strategy?
Whether you're building a business brand or a personal brand, here are some key things to keep in mind:
- Don’t over-promote: Stop flooding your social media with listings. People don’t want to feel like they’re being hit with ads nonstop, and doing this can make you seem pushy. Instead, share useful tips, advice, or stories that offer real value to your audience.
- Focus on building relationships: Connect with potential buyers and sellers before they even need you. Share helpful, relevant content so people see you as someone knowledgeable and approachable. That way, when they are ready to buy or sell, your name will already be top of mind.
- Engage and understand your clients: Social media gives you a glimpse into your clients' lives, helping you get to know them better. Use this to your advantage—like sending a message to congratulate them when they have a big life event. Little gestures can make a huge impact and help you stand out.
- Network with industry peers: Connect with others in the property industry to learn and grow. Social media is a great way to see what your competitors are up to and share valuable insights. Platforms like LinkedIn can also help you find recruits or collaborators.
Top seven tips to build a recognisable brand in the property industry
Think about how people refer to sticky notes as Post-Its or bandages as Band-Aids. These brands have become so recognisable they’ve become the general word for the product. That’s the level of recognition you want for your brand in your local market.
Here’s how to get there:
1. The power of repetition
In the old days, it was said people needed to see an ad seven times before making a decision. Today, with thousands of ads in front of us every day, people need to see your ad over 10 times before they’ll start remembering you. And it’s not just about being seen; your ad has to be relevant to what they need at that moment.
2. Ads for every stage of the journey
Your audience could be at any point in the home-buying or selling process. If they’re just considering it, your ad might catch their eye because you’re hosting a fun local event. If they’re researching, maybe they’ll notice your proven negotiation skills in a testimonial ad. And if they’re ready to decide, they might click on an offer like a free appraisal.
The trick is knowing where your audience is in that journey and making sure your ads hit the right note at the right time. Otherwise, they’ll forget you when they’re ready to make a move.
3. It’s a long game
Brand awareness doesn’t happen overnight, but it’s worth the effort. You need to stay in front of potential sellers for the long haul, which means running ongoing campaigns that target homeowners who are just starting to think about selling. And you don’t want to run the same ad forever—switch up your images or text every month or so to keep things fresh.
4. Use your data to fine-tune
By running these long-term campaigns, you’ll start seeing who’s engaging with your ads. Are most of your clicks coming from women aged 45-60? Use that info to tailor your next ads for that audience. Maybe focus on testimonials from similar clients or highlight services they care about, like downsizing help.
5. Get people to interact with your ads
The more people engage with your ad, the more likely they are to remember it. If they’re not ready to call or email you yet, give them something else to do. Offer a downloadable market update or create a fun quiz to get them involved. This small action helps move your brand into their long-term memory.
6. Retargeting is your friend
Research shows people retain information longer when they’re reminded of it at spaced-out intervals. This is where retargeting comes in—showing your audience a variety of ads over time to keep your brand top of mind. And make sure you’re retargeting those who have interacted with your ads too, not just people who’ve visited your website.
7. Be authentic
Let’s be real—estate agents don’t usually top the list of most trusted professions. People often compare agents to car salesmen and lawyers. It’s not fair, but it doesn’t have to stay that way. This is your chance to change that perception by being open and honest.
When you show your authentic self to potential buyers and sellers, you:
- Give them a real sense of who you are, which helps attract clients you’ll enjoy working with.
- Save energy by not trying to be someone you’re not.
- Build stronger, lasting relationships with your clients.
Start showcasing your authenticity on your website and social media. Think about how you want to present yourself—are you more friendly or professional? Quirky or serious? Whatever it is, stick to it across all platforms to build trust with your audience.
Need help making sure your website reflects the real you? The team at Rex Websites can help you craft a site that matches your brand. Or maybe you’re ready to promote yourself locally but aren’t sure how to reach the right people. A digital marketing campaign can help get your message in front of the right audience on Facebook, Instagram, and Google. Whatever you need, Rex has you covered.
