Brand is a powerful thing. Yet, many real estate brokerages underestimate its power in attracting consumers. A successful brand can be leveraged to establish trust, credibility, and ultimately, success. Many successful owners have worked hard to build a name for their company, which has helped lead them to where they are today. However, for many brokers, building a brand that people instantly trust and want to engage with, can be challenging. Where do you start? How do you compete? How do you make yourself memorable?
Customer Service: What Does It Really Mean?
It is not news to anyone that customer service is a top priority to consumers, but in real estate, it’s all about customer service. So what exactly defines quality customer service for real estate agents and brokers? While many brokers agree on some key elements of this, it’s surprising how many different answers you get. According to NAR, buyers and sellers have named honesty, technology, and regular communication as their top priorities in terms of customer service. No matter how you define it, it’s what the customer values that’s important. Take a look at your company. How would you rate your brokerage and your agents in these areas? If they’ve not been a priority, make them priority in your operations. By focusing on these areas, you’ll be on the path to delivering the best service possible in your market. But consistency is also critical. Good brands deliver consistent experiences. It’s why customers keep going back. Define and post your unique definition of customer service for everyone to see and make sure your entire team trains on it and keeps it top of mind. When everyone defines service in the same way, using the same tools, that’s the beginning of building a real brand experience that means something to people.
Effect on Lead Generation
It’s a simple fact. The strength of your brand has a direct impact on your ability to generate inbound leads, which can directly affect the success of your company. As a broker, you want to ultimately build a brand that magnetically attracts buyers and sellers which you can hand-off to your agents. That makes you valuable in the eyes of your agents. The struggle for many independent brokers is that they simply can’t invest the kind of money in branding and lead generation that large, national real estate companies do. At Weichert, the lead generation challenge is one of the biggest reasons that independent brokers turn to us for help. The Weichert national lead generation strategy creates a constant stream of quality leads, by leveraging both digital marketing and technology. Not only does Weichert cultivate leads inside your market through our lead network, but it provides lead opportunities from our rental company, relocation company, and referrals from our network of over 500 offices across the country.
Brand Touch Points
A silent brand is no brand at all. You can’t build a brand that generates leads and recruits new agents without implementing a system of regularly reaching out and touching your community with events, ads, content, volunteering…and yes, even Open Houses. In fact, the more that you get your brand in front of consumers in your service area, the more brand recognition and credibility you will achieve. It is human nature to feel comfortable with things you are exposed to repeatedly, but make sure it looks consistent. These touch points create a connection and understanding with your brand that makes doing business easier down the line. The brokerages that are able to touch their community the most will be the one buyers and sellers think of when it’s time. As a broker your job is to use all your knowledge and skills and all the media and personal channels at your disposal to get your brand out in the world, and keep it there.
Independent Broker Independence VS. Big Brand
Many independent brokers feel like affiliation means giving up their identity, their independence, and everything they’ve built and learned over time.
But what if that wasn’t true?
What if you could maintain your independent operating style and culture, while plugging into the benefits of national branding, lead generation, recruiting systems, agent education systems, technology, coaching and more? What if someone could really show you how to do this in a proven way that has taken others like you to the next level of success?
If that sounds like the kind of brand you’d like to be part of, give us a call today to find out more: 877-567-3350, or visit us at weichertfranchising.com.