Branding Your Real Estate Investing Business

Branding refers to the process of having a specific image or feeling associated with a specific person, place, or thing. Most Fortune 500 companies spend considerable time and money branding their business so that you have a gut-level reaction when you see their logo or hear their name. Studies have shown that most customers react more to branding than to advertising. Companies who elicit a strong emotional response have more customers than companies who painstakingly explain all the benefits of their products or services but deliver little emotional appeal. If you own a real estate investing business, it is important to ensure that you brand your services so that you enjoy the best marketing results. To do this:

1. Consider what image you want to project. Consider what niche you wish to be part of and what emotions you want to project. Do you want to be seen as a kindly and down-to-basics entrepreneur offering real solutions to cash-strapped homebuyers or do you want to be seen as the professional who helps businesses take their company to the next level with great properties? Write down what you want your clients to think when they see your company name and logo.
2. Have a logo developed that you use on all your promotional materials and business materials. A well-designed logo should match your company image. If you want to project a guy-next-door image because you hope to rent mainly to students, for example, don’t develop a logo with a huge castle as the centerpiece.
3. Develop a slogan that encompasses the image you want to project. Your real estate investing business should be reflected in the logo, so spend some time trying on different slogans for size.
4. Keep your brand in mind when developing your marketing plan. The image you want to project should shape your marketing plan. Take another look at how you hope to market your business. If you want to be seen as the professional entrepreneur offering luxury real estate to businesses, should you really be advertising in a local Penny pincher magazine? If you want to be renting mainly to students, should you run full-page color ads in the local business magazine? Aim for congruence between your marketing message and your intended brand.

Promoting your real estate investing business should begin with an image. Consider how you want your customers to see you and then work on projecting that image so that your clients come to associate a specific trait or emotion with your company. Your profit line may well be much healthier for the effort.

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