Often, Realtors need to take an objective look at their brand … their brand being, a local real estate agent. What is your brand saying? Are you using the best possible tools to communicate your message? Also think objectively about the competition in your community. Do you have a unique way of presenting yourself that sets you apart?
It is all too easy to fall into the trap of looking and sounding like everyone else in your industry. In some industries, pre-made materials like business cards, sell sheets and website templates are readily available. While these materials are easy, they do nothing to give you a unique, memorable presence. And in real estate, that means, you are just another Realtor.
Chances are that template based design will not say what you want or need it to say. Templates do not allow you to define your point of difference and stand out from your competition. You are saying to yourself that your company is not worth the investment of a well-designed, distinct presence. And you are saying to your customers, "I am like everyone else who is using this template, but you should remember me first …"
Avoid the common and predictable.
One pitfall of logo, web and other marketing templates is that they invariably use generalities for the types of professions that they are designing for. And generalities are boring.
An example of a positive trend, although still in its infancy, away from template design is Realtors and others in the Real Estate industry choosing to personalize their websites and marketing materials. Pre-made Realtor sites provide a basic tool, but they can not set an individual apart. A unique site, built with an understanding of the audience and needs of a particular market, will generate more leads and set Realtors apart for whom they are.
Our Real estate example is informative and can be applied to other industries as well. The bottom line is that you have to know your specialty and know your local competitors. Every successful real estate agent has at least one unique, defining point of difference. Do not do yourself a disservice by stifling that difference and blending in with everyone else. In this real estate market, being someone's first choice and at the top of their memory, is critical.
* Realtor is is a registered collective membership mark that identifies a real estate professional who is a member of the National Association of REALTORS® and subscribes to its strict Code of Ethics.
