4 min read · November 20, 2022
When you’ve made the bold decision to forgo traditional brokerage options and work with white label sponsorship agents, you open up a lot of doors. No more working on someone else’s schedule, no more splitting commissions, and no more relying on the branding of an established brokerage.
Okay, so that last one might sound a little bit intimidating. The truth is that tackling your own branding is the right idea right now. What consumers used to want and what they’ll want in the future are two very different things, and you get to forge a new path.
Brand building takes time and effort, but knowing what trends to jump on can make a huge difference.
Read on for the brand-building trends you’re going to want to implement in 2023.
If you take a look around at some of the biggest brands in the world, you might start to notice something a little different: they’re going minimalist with their branding. Fewer logos feature more than two colors, businesses are embracing minimalist san-serif fonts, and everyone is decluttering their photography.
While you don’t want to go so plain that you create boring branded materials, you do want to create a modern look that is easy to remember. A bold yet simple design is easy to remember after only a few interactions, which is exactly what you want when creating brand recognition.
Did you know that 91% of consumers are more likely to sign up for a service if they’ve had an interaction or experience with a brand? That’s right, experiential marketing is the key to today’s consumers.
What does that look like in a real estate industry that has been impacted by the global pandemic? A combination of indoor-outdoor events, like open houses and block parties, and digital interactions, like virtual tours, will do the trick. The key is to get consumers to associate your brand with the reward of a new and exciting experience while teaching them a thing or two about what you have to offer.
Your core values are a huge part of your brand. Maybe you’re looking for ways to increase homeownership in your city or opportunities to promote environmentally-friendly property upgrades. Whatever your core values are, it’s time to do more than talk the talk.
Over 70% of consumers prefer to give their time and money to brands with strong values and ethics. Not only does that mean that you should showcase how you live your values on your website or social media, but it also means that you may want to step up your game. Doing volunteer work or participating in charity events on behalf of your brand is a great way to show potential sellers and buyers that you care about more than commission.
If there’s one thing that’s a near-constant in the world of building a brand, it’s the value of nostalgia. People love to be reminded of a time that felt simpler to them, which usually means the time that they were kids.
In today’s real estate market, Millennials make up the largest group of homebuyers. While the exact years are often in debate, it’s generally agreed upon that Millennials were born in the 1980s and 1990s. As a result, the nostalgia of 2023 will reflect the trends and culture of the 1990s and early 2000s, when Millennials were still carefree kids who didn’t have to worry about mortgage payments.
How can real estate agents work that into their own brand-building? While you don’t want to go overboard and alienate older buyers and sellers, a few well-placed references to nostalgic songs, TV shows, and other cultural staples will show your brand’s playfulness and understanding of the clients you want to work with.
If you’ve been in the advertising world in the last decade, you likely know about the power of influencers. There was once a time when getting a branded post from an influencer with over 1 million followers was the ultimate prize. Now, however, things are shifting back in the direction of the micro-influencer.
Unlike mega influencers, micro-influencers have a niche or local reach. Yes, they have fewer followers, but those followers tend to trust their opinions about local businesses and services. This is, in part, because they feel that micro-influencers are bound to be more genuine about what they endorse.
As a real estate agent, your local appeal is more important than anything else. Helping a micro-influencer find their dream home or studio is a great way to gain local reach with the help of a well-trusted source.
Brand building in 2023 is facing some serious obstacles. Consumers are becoming skeptical of the constant barrage of advertising they face online and in person. To overcome this challenge, many brands are turning to a strategy called anti-advertising.
What is anti-advertising? It’s a type of advertising that seems to suggest that you just want to do your job, not build an empire. In real estate, that could look like working with a client “no more than once” because you know that you’ll find their dream home the first time around.
Building your brand doesn’t have to come with a ton of trial and error. When you’re starting from scratch, you have one upper hand: you can rely on brand building tactics that work today, rather than having to adapt outdated tactics from the last decade.
Pinnacle Realty Advisors are here to help. If you’re ready to start building your own real estate brand without the traditional brokerage, contact us. We’ll tell you more about how our white label sponsorship agents can make your dreams a reality.
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