Why the Best Real Estate Professionals Excel at Branding
While you are sleeping, the night owls and overseas investors are scrolling your website, reading your bio, social media feed, and in the process – determining if they want to work with you. As a result, your online presence and overall brand recognition have never been more important for your business.
Thanks to our connected world, marketing and public relations is now a 365-day, 24/7 occupation. There is no off switch and today’s winning professionals know this. They diligently manage each aspect from digital to print. If you aren’t doing the same, provided are 3 easy tips for you to consider:
Turn Your Social Media into a Reliable Resource
Commercial real estate specialists are adopting social media in steadily increasing ways. However, those who are actually standing out in today’s sea of competition are generating the most positive feedback. There are several reasons why. First, they are delivering meaningful content to their market and audience. Posting periodic listings is fine, but sharing informative articles, related trends and data will always produce increased engagement. Second, the delivery of information is consistent. To achieve this consistency requires a well thought out strategy and hard work. Developing a year-round plan and corresponding series of reminders to maintain your objectives is critical. It’s much easier to become noticed if you are a reliable resource for quality information.
Aligning Your Public Relations Message
The top-performing market leaders have a clear focus and purpose in their messaging. Think about the big names in the commercial real estate industry that you know. Why are they so visible? Most likely, it’s because they have a unique expertise, specific voice, and targeted message.
What does aligning your message mean? If you want to be known as the “tech expert,” go to technology-oriented events. Have a technology theme incorporated into your website. Share related posts or white papers published that discuss technology. Everything syncs together.
Perhaps tech isn’t your strength. Position yourself as the leading commercial real estate expert for office space in your particular region. Become the most knowledgeable in 1031 exchanges. Be the senior housing authority. Specialization doesn’t mean you can’t work on something else, but having a clear message will help attract people – and business – to your brand.
Develop a Well-Rounded Presence
We are constantly bombarded with advertising. It’s on the billboards driving to work, on our phones in apps and on websites, it’s in restaurants, email boxes, and television screens. The constant influx of product and service information means people are becoming “ad blind.” Whatever you are sending is likely being glossed over in favor of more relevant, thought provoking content.
Now more than ever, that is why you must develop a well-rounded presence. This starts through the nurturing of human connections. Keep public relations work front and center. Attend industry events. Take part in panel discussions to showcase your knowledge. Participate actively in networking opportunities. Have routine coffee with colleagues and clients. Actively managing your reputation through purposeful face-to-face engagement cuts through the daily marketing chatter. It also has a different level of sincerity associated with it.
The Bottom Line
Effective marketing and the proactive management of your brand boils down to the quality and consistency of the information you produce. The very best in our business will tell you that building a recognized, respected reputation and brand doesn’t happen overnight. Just remember, whatever you are delivering – whether online, in person or through print – it will be more successful if it aligns with who really you are. Be true to you and your expertise.
