With branding in commercial real estate services, you can fuel the dreams of your potential client. But to make your strong presence in this real estate trillion-dollar industry and get a healthy slice of the pie, you need to position your real estate company through branding. Often, branding is seen only as visuals, but it’s an experience that creates an emotional connection and leaves a lasting impression on a brand.
By the end of the article, you will get a big picture of commercial real estate branding. So, glue till the end to transform your commercial real estate services into the next big brand.
What is commercial real estate branding?
Commercial real estate branding is the process of using strategic ways to define and promote property to attract clients and shape credibility. Basically, the purpose of branding is to create a positive client perception about the property that realtors offer to drive interest and revenue. If the branding is done right then it can help you to get a premium price even during times of reduced market demand.
Though it is not a once-in-a-blue-moon kind of thing, you have to be consistent with branding to build a memorable and trustworthy.
5 Steps to Execute Commercial Real Estate Branding
Most real estate agents praise commercial properties for their central location, and modern space. Isn’t it the same offering that the property down the street offers? This is where branding outperforms rest as its perceived value of a client. That branding sells designer bags for thousands of dollars as compared to other bags with the same look and functionality.
When you position your real estate firm well then tenants prospect sign the big deal in a go without thinking about the other choices. Here are the main and critical steps that you can perform to do branding for your real estate company.
1. Dive into your target audience’s perspective
- What’s different about your product or service from the other competitors in town?
- What are common concerns that the competitors have obtained over time, and how can you decode them with your property?
You can set a persistent base for your commercial real estate company by knowing what’s on your potential consumer’s mind. Your research on your target audience helps you to create a brand that resonates with their specific needs, dreams, and challenges.
For instance, a real estate agent’s target audience might be businessmen or investors frustrated with their workspace location or want a prime office location. They might crave a good location, a modern space, or investment property with a high profit for their business that real estate services offer.
Most importantly, you must understand their deepest desires and problems to give them the ultimate solution as your service.
However, don’t make up your target group perspective on your own, as only research data actually reveal their demographic, interests, and challenges in real time.
Therefore, strive to get the answers to the following to get a comprehensive view of your consumers through surveys. In this way, you can build a commercial real estate brand that truly connects with consumers’ emotions to make them feel heard by your product.
- Who is your target group?
- What are their belief, traits, deepest fears, deepest desires, and demographics?
- What do they think about living in their current situation, that they crave change, and why do they want to transform their state?
- How your property can help them achieve their dream?
It will give you an accurate image of your target audience.
In addition to that research your top 5 competitors in your commercial real estate industry and find out their positives and negatives. Stay for a while eyeing your competitor’s agents’ social media pages, websites, offers, and collateral.
Knowing your competitor’s strengths and weaknesses helps you know your unique position in the market.
2. Craft Your Unique Selling proposition
When your potential buyer starts their search for realtors to get their dream location for business, multiple realtors pop up on the list, and standing out in the crowd is a really big deal. To make your real estate brand noticeable amid the crowd is possible by defining your unique selling proposition (USP). Heard about the unique selling proposition (USP) before? It’s a short statement that makes you one-of-a-kind from other realtors.
What makes you unique over competitors and instantly relevant? When you express your real estate USP well, it propels your prospective tenants to learn more about it and helps you close property deals. While crafting a USP, know your values, vision, and mission to align your statement with them.
You should create a powerful statement that grabs the audience’s attention. So USP must be a simple not complex, memorable statement that connects with your audience. Simply it can be a three-word or three-line paragraph. Though it should reflect only one idea.
Cushman & Wakefield a commercial real estate firm has a USP is “Better Never Settles”. This statement positions the idea that they never settle for the world that’s been built but relentlessly drive it forward for our clients, colleagues, and communities. Their USP perfectly resonates with their values, vision, and mission to move forward.
3. Create Eye-Catching Branded Design Elements
In contrast to text, visuals are more compelling while communicating and bringing your message to the table. Here are essential branded design elements that you must create to persuade your potential client.
One of the initial design elements of your real estate company is the logo. You can curb appeal your audience with a stunning design logo that resonates with them.
Besides the logo, choose a color palette and font that coordinate with your real estate company values. Other than that, stunning property Brochures, social media graphics, website layouts, and business cards add appeal to the audience and build a recognizable commercial real estate brand.
Pro Tip: Add Videos with great visuals and insights to spark interest and boost brand recognition. Leap into the property tour videos to amplify the purchase intent by 97%.
4. Craft Your Brand Tone of Voice and messaging
Now, you have more research-driven consumers who depend on details before buying. One surefire way to outshine the competitors is having a unique brand voice that highlights how you are different from the rest. Brand voice is your distinct personality, tone, and style that you adapt to convey your message to the audience.
Your brand voice can be professional, friendly, empowering, encouraging, bold, or approachable. Make sure that your voice resonates with your audience and is consistent across all channels, from social media updates to emails and phone calls to the website. Once you have found out your brand voice, document it as a reference point for your team to follow your company voice anyway while communicating.
More so, add clear do and don’t instructions to follow for the visual, voice, and tone of the brand.
Pro Tip: Blend your brand message with a story that deeply hits home to your ideal client.
5. Deliver Exceptional Experiences
You can gain the fruit of branding only by delivering an exceptional experience in real-time. This will eventually help get word-of-mouth referrals from your satisfied client. So, you must give them a positive experience in every interaction with a real estate agent. Meanwhile, they can become your repeat client or give you a new one based on your good reputation in the market.
Summing Up
Commercial real estate branding is more important than ever as the competition is intense. At the same time, the commercial real estate branding agency can leg up your business to stand out.
You can communicate effectively with clients through stunning visuals, unique selling propositions, and stories that grab their attention to scope out the landscape you offer. Thus, branding in commercial real estate helps you accelerate property leasing.
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