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When creating a brand, professionals are often drawn to aesthetics—stylish fonts, eye-catching color schemes, or unique logos. While these things are important, four brand experts say the secret is creating a unique, authentic feel that home buyers and sellers won’t forget.
Agent Upgrade co-founder Kevin Knight asked the Inman Connect MARTECH (short for Marketing Technology) crowd to imagine walking into a grocery store and walking down the aisle lined with brightly colored potato chip bags. Many of the potato chips on the aisle are made with the same ingredients and have similar flavor profiles. But what makes you choose Plain Lays potato chips over other brands? Or what makes sour cream and onion ruffles instead of Cheetos the right choice for a family barbecue?
“Who are you selling to? Who is going to buy your product? Spoiler alert: Not everyone is like that,” Knight said Tuesday, standing in front of a screen printed with rows of chips. “What draws an audience, right? For a barbecue dad, the sour cream and onion ridges on the ruffles might resonate with him, and that’s the appeal of it. It’s going to be a value.”
“Then you have your own style, how you present yourself, how you communicate. This is the car you drive. This is the clothes you wear,” he added. “It’s how you say it. Then you get your essence. Ultimately, essence is how you leave people feeling after every interaction with your brand.
Knight and his business partner Sydney Miller point to Whole Foods Market, Trader Joe’s, REI Co-Op, Mercedes-Benz, BMW and Volvo as shining examples of proper branding. They say each company has a clear vision of its target consumers and has built a brand that connects with consumers emotionally.
“REI is a brand [reflects its values] Very good,” Miller said. One campaign they have that I think really embodies their values is a campaign they did a few years ago called Choose Outside. Basically, on Black Friday, they’re closed, which is unheard of for a large retail store, right.
“They said, ‘You know what? We’re closing, instead of shopping at REI. Get out,'” she added. “What does that tell you? It shows you that REI values their values more than sales… That’s how they’ve been able to really build this loyal community around them – because they stand for something.
Miller and Knight say setting company values and boldly executing on them— arrive REI — Gives meaning to a company name or trademark. To prove this, they displayed the logos of Mercedes Benz, BMW and Volvo and asked the audience to shout out the words that came to their mind.
“Luxury!” someone shouted for Mercedes. “Performance,” another said of the BMW. “Safe,” another attendee said of the Volvo.
“People ask me who the strongest brand on the planet is,” Knight said. “I think it might actually be a Volvo because no matter how big my room is anywhere in the country, when I display the Volvo logo, everyone is going to see the safety.”
“To Sidney, you don’t have to say that. It’s not a slogan or a slogan or anything like that,” he added. “That’s how you communicate your whole self in every interaction.”
In another session, Estate Media co-founder and CEO Griff O’Brien and #TEAMFAST Powered by eXp Realty Director of Sales and Guidance Elias Astuto said video content is a great way for agents to strengthen their brands and drive growth. The most effective and dynamic way: authenticity.
“We have an opportunity to speak our voices, our purpose, our cause, our business, our mission,” Astuto said of the film’s content. “When you’re consistent with that, there’s a sense of freedom. But I feel like when we first started playing the game, we all struggled with imposter syndrome to some extent.
“Well, the moment you’re able to let go of imposter syndrome, no matter who you are, and embrace it, I think that’s when freedom comes,” he added. Now you are free to be yourself; just like being in a good relationship. But don’t chase vanity…”
Astuto said agents need to focus on providing substance in the film, which gives your sphere of influence a clear and realistic picture of who you are and what you bring to the table. O’Brien said the focus on substance extends to the visual medium agents choose to connect with their audiences.
“If you try to force someone into a medium or a series or certain content that they’re not interested in, it’s going to show on the screen,” O’Brien said. “So we’re really focused on leveraging talent to create IP and assets. , whether it’s a newsletter, a podcast, a video series, or maybe [an] TV selection.
“It always starts with what you’re good at, what you enjoy and what challenges you’re currently facing,” he adds. We always start from this central premise, again, what might you want to do but not be able to do, and then how do we help get it done? “
While most agencies’ goal for film content is monetization, both said agencies must have other incentives because growth can be slow. Once agents clarify their primary motivations and who they want to connect with, they can stick to a plan that delivers satisfaction and long-term success.
“When you start, ask yourself a very simple question. Who is this video for?” Astuto says. “If you’re a mother and you’re balancing being a mother, a wife, and an entrepreneur, then just Create content like this because other people will think, ‘Wow, if she can do it, I can do it too. ‘””
“At the end of the day, it’s to their advantage and then capitalizing on other people’s audiences,” he added. “If you’re in the community and you shoot a video at your local bakery or wherever, you tag the company and you want them to repost the video. Then their viewers can see your face.
“I thought, ‘Oh, I like that bakery. She likes that bakery. I might want to follow her,'” he added. “Then they visit your page and see how you live your life. They see what you do with your family and who you are as a person. You know what? Now I want to stay.
If that sounds daunting, both said that agencies can start by building a strong email list that won’t be affected by the crazy algorithm changes on social media sites and create content buckets that make generating posts a snap. easier. Some of Astuto’s favorite content is inspiring, educational, and conversational—each creating a conversation between agents and viewers.
“How can I make something that’s shareable, saveable, and has substance?” Astuto said. I don’t care about vanity metrics. I wonder how many people will actually save this and come back to this again, and how much value it has. When you stop chasing vanity, you can start becoming more authentic.
Email Marianne McPherson