The real estate industry in recent times has seen lots of developments and is repeatedly evolving. The need for making more profitable property decisions, boosting efficiencies, and offering better customer experiences has led the sector to turn to technology. Despite the visibly crowded field, real estate has been slow to prioritize branding.
On the other hand, other competitive sectors have already realized the importance of marketing and branding as one of the most vital aspects of their value and are willingly spending real money on branding. But just pouring money towards branding is not enough. There are too many things to consider while marketing, otherwise a lot of can be lost by unsuccessful campaigns and redundant technologies.
If we look around the best-known brands in real estate, we would only find few or two-three brands such as WeWork and Trump. These findings show the lack of effective branding in the field, regardless of the technological tools at every today’s marketers’ fingertips.
Moreover, successful real estate branding cannot be achieved with just a fancy logo or a catchy slogan. It requires a blend of creativity and on-point messaging into a coherent identity. Since technology touches every aspect of the real estate industry nowadays, it has the potential to offer opportunities for innovation while building and maintaining a brand.
Prioritizing Data insights
In modern marketing, the major benefit of leveraging digital instead of traditional is the ability to track a brand’s campaigns and get distinguished insights. Similar to physical real estate spaces, a website harvests inbound traffic of visitors that can become buyers in the long run. In this context, CRM software can be helpful as it has reporting and analytics tools that can assist a brand to identify the most qualified and interested leads. Thus, utilizing the data in a brand’s CRM will create more effective real estate marketing campaigns, enabling real estate agents to find out and alter buyers down the sales process.
Visual Branding
Virtual space is the only key for today’s real estate branding as a new development in the field is increasingly concerned. Agents in this space often overlook the power of branding visuals. These visuals assist in creating recognition and trust in the customers for a brand which eventually leads to optimistic consumer purchasing behavior. Real estate brokerage Compass, for instance, leads the industry as their continual adoption and acquisition of tech solutions prove a commitment to innovation for their agents and in the client experience.
Smart Brand Storytelling
Like each industry business, time is also playing a valuable role in real estate selling. But customers that are not a decent fit or have no intention to purchase properties will be a complete waste of time and money as well. Coordinating marketing efforts like brand storytelling using smart solutions affect brand personality and it makes sense that the marketing will reflect that as well. This could be done in several ways, but one exciting place for tech-ready marketing is the increasing use of virtual tours. Doing this, a brand can establish a standard of good home development that will be a significant asset during times of market downturn.