*From Delta Media Group
Building a memorable, trustworthy brand for your real estate business is as important as ever, and online marketing provides the opportunity to demonstrate the value of your brand to a large, diverse audience. One of online marketing challenges is that you need to maintain brand consistency across multiple platforms so that potential clients get the same experience no matter where they encounter your brand. Let’s take a closer look at these five tips to maintain brand consistency across all of your real estate marketing platforms.
- Develop a Brand Strategy
You can call it a style guide, brand guidelines, or whatever you’d like, but it’s crucial to have an overall strategy for how you wish to develop your real estate brand. Your guidelines should serve as an easy-to-access primer for anyone who will be representing your brand and will help guide your marketing efforts. Your brand guidelines can lay out expectations in meticulous detail or include more of a general, big-picture overlook.
- Be Consistent with Your Style
Maintaining your brand across multiple channels requires a consistent style, so that your audience will always know when they’re interacting with your brand. The good news is that there’s plenty of room to find a style that works for your business, by considering how you write, the fonts and colors you use, the type of content you produce, and the markings you use to represent your brand. On social media, the links you share and hashtags you promote also factor into your style.
- Engage and Post Consistently
If you’re noticing a theme of consistency, then you’re already on the right track. In addition to being consistent with your style, it’s also a good idea to be consistent with your schedule on multiple platforms. Make time each day—or however often you’re able—to update your social pages and engage your audience. Since you’ll likely have multiple people involved with that engagement on your side, this is one area where your brand strategy can really be used to help maintain consistency.
- Watch and Learn
Between analytics and good, old-fashioned direct feedback from your audience, you have the data you need to perfect your branding over time. Maintaining your brand across multiple platforms is so much easier when you’re willing to look at the data to see what works, what could be working better, and how to improve in the future. You can also learn a ton by watching how marketing-savvy agents navigate the process of building their brand online, so don’t be afraid to do some research to get ideas.
- Different Platforms for Different Purposes
While maintaining your strategy, style, and engagement level are crucial steps, you also have the freedom to adapt to the strengths of each platform. Twitter is a great place to touch on local topics, while Facebook is excellent for building your referral network through personalized interactions. You still want to maintain consistency with how you present your brand in the big picture, but there’s room to tailor the tactics you use based on the specific audience and platform you’re targeting.