Although it might seem obvious, effective research will help your estate agency to position itself in the market and set your pricing strategies. On a deeper level, however, it helps you understand the ‘why’ of your brand – why are you an estate agency?
To work out this ‘why’, it’s best to refer back to the core values of your estate agents. With so many companies offering similar value propositions and doing nothing to differentiate themselves towards one single audience. Although estate agent firms have broad audiences and don’t want to alienate themselves, it does mean that many firms resort to the same tired, repetitive marketing tactics.
To build an effective brand identity for your estate agency firm, you need to clearly mark yourself out against your competition. In one sentence, you should be able to define all of the below:
- What is your estate agency’s brand purpose?
- How are you going to change your industry for the better?
- What are your core values? How will your estate agent firm reflect these values, including in your digital marketing.
- What is the personality for your estate agent brand? A strong blend of emotional and rational factors are needed to build a strong brand personality.