We've been thinking about the pros and cons of real estate marketing in the traditional way, that is the realtor's face and photo.
Face Recognition
Real estate professionals need to maximize the public’s personal connection with them, because their business is personal, and done person to person. Everything in real estate involves an intimate decision that people are making, including telling their real estate agent everything about their finances.
Gimmick Marketers
Some realtors go on name recognition, others on face and name recognition - and then there seems to be a third tier of gimmick marketers (e.g. The Guy with the Dog; The Guy in the Kilt) that like to be memorable. This is catchy, but can also become stale easily. What happens when the kilt frays? Are they obligated to live their gimmick at all times (e.g. wearing a kilt to all open houses)?
Call-To-Actions
The objective of any real estate marketing campaign is to get prospective home sellers and home buyers to contact the realty team and become clients. Rather than focusing on names and faces, a realtor may want to try a different entry point: call-to-actions that respond to issues people may be wondering about, such as the realtor's unique methodology. Call-to-actions are drivers, such as asking people to visit a website landing page, or engage in a live chat session. Whatever the call-to-action, it should summarize the realtor's story, and explain what makes them unique.
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Topics: Branding
