Brand with brilliance
Make your brand sparkle with these real estate marketing strategies
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Today’s marketing opportunities go beyond face-to-face interactions and traditional print, radio and television campaigns to include the digital world. 
What is branding? According to Pam Junot, OnCourse Learning’s vice president of corporate marketing, it is developing, presenting and communicating your core essence, value and promise to your customers. 
This important marketing philosophy carries with it the critical undertones of differentiation, reputation and authenticity. Your brand is more than your products and services. It is who you are as a business and what you stand for.
Effective brands bring a sense of community and engagement through each customer experience, resulting in solid retention and satisfaction rankings.
If you are not a brand, you are a commodity.
Take another look at your visual identity. A visual identity includes logos, color schemes, imagery and more. Ask yourself if it conveys the sentiments you are striving for in your message framework.
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Top tips for branding success
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Circulate your work. Your brand is not only what you say it is, but how the actions and behaviors of each and every employee reflect it. Your message framework and visual presentation should be understood and represented throughout the entire customer experience, whether on the phone, online or face-to-face.
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Create a brand mapping strategy. There are numerous avenues for communicating your brand to customers and prospects. Get to know each one so you can best evaluate its potential for your audience. Tactics include social marketing, content marketing, paid advertising, public relations, trade shows and more. For each tactic, identify specific audience segments. Choose only a few tactics at a time, and do them well. Measure each initiative, review performance carefully and adjust strategies along the way.
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Understand that brand marketing is part art, part science. While the brand building experience is very creative and strategic, it is important to understand the role science plays in modern marketing. The amount of data we are able to extract and analyze from brand marketing efforts is extraordinary compared with even five years ago. Strive for an effective balance in your business.
Develop a messaging framework.
  • A messaging framework helps drive consistent deliverability of your key messages. Three good starting points are:
  • Value proposition, which succinctly states the value you deliver, to who and by what means;
  • Unique selling proposition, which clearly states what makes you different from the competition; and
  • Proof points, which should support your positioning through interesting and unique facts.
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It's all in your head
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Tips on the mindset of selling yourself to prospect for buyers and sellers.
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Brand with Brilliance
Discover how predictive analytics can impact real estate.
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No one left behind
Ensure your marketing is inclusive of those seeking to buy homes.
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Understand first-timers
Know what it takes to sell to this fast-growing home buying group.
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Marketing, Vegas style
Gain the confidence to sell in tourist markets.
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Blog it out
Build a real estate blog that stands the test of time.
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Capture the luxury market
Great tips for marketing yourself to this picky of home buying niche.
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Hold Court
Content marketing strategies that will keep your audience engaged.
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Press play
Get help designing a well-rounded marketing plan that works.
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Sell it with a story
Learn how to use "storytelling" in your marketing plan.
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Create a slogan that sells
Clever marketing ideas to keep your business top of mind.
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A blueprint for marketing
Get tips for marketing real estate's "industry within an industry."
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Get your CE on
OnCourse Learning offers CE in real estate and appraisal.
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Winning digital marketing ideas
Implement these digital marketing ideas into your marketing plan.
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Expand your reach
A social media guru’s tips on building an audience and more.
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