Is Your Brand Trustworthy?
Word of mouth and loyalty are two huge sources of business for real estate agents, and both of these stem from one source: trust.
For example, according to statistics from the National Association of REALTORS®, 36% of people who sold their home with an agent found their agent through a referral from friends or family.
And, whether buying or selling, 27% used an agent that they’d worked with before.
So, while trust is a crucial factor in the success of any business, it's especially important in real estate.
In this post we’ll explore the ins and outs of building a trustworthy brand in real estate.
Keep reading to learn how...
Build Trust in Your Real Estate Brand
Key Elements of Trustworthiness
Sources will list a number of factors that go into making a trustworthy brand profile. Factors like:
Most of us have an intuitive understanding of what these mean in relation to branding, but extracting practical, actionable strategies for building trust is slightly more difficult.
Below we’ll explain a little more on these concepts and give you some real-world steps that you can take in your real estate business.
Benefits of a Trustworthy Real Estate Brand
When your real estate brand is trusted, it means that clients are comfortable and confident in doing business with you.
Trust in a brand leads to …
- increased loyalty and repeat business
- positive word-of-mouth referrals
- a competitive advantage
Savvy consumers will often research agents that they’re considering working with.
So, even if your leads don’t come directly from trust in your brand (ie: returning clients or word of mouth), signaling trustworthiness is important for gaining an edge over the competition.
And finally, having a trustworthy brand just makes it easier to do business.
People will be more willing to work for you and with you if your brand is perceived in a positive light.
How To Build A Trustworthy Brand
Building a trustworthy real estate brand requires strategic planning, consistent execution, and a focus on delivering exceptional value and experiences to clients and stakeholders.
These are the main actionable steps you can take to build trust in your real estate brand:
- Consistently provide outstanding service: Doing the best you can for your clients is the cornerstone of building trust in your brand. Nothing else matters without it.
- Share your story: Your brand is more than just a name and a logo. Share your story, including your history, values, motivations, successes and failures.
- Build social proof: Encourage satisfied clients to leave reviews and testimonials. Highlight these successes in your marketing materials.
- Engage promptly and authentically: Maintain timely communication across all channels, whether by phone, email, or on social media. Be professional, friendly, and helpful.
- Accept responsibility and criticism: Don’t be afraid to confront negative feedback, own your mistakes and work to make things right.
- Follow up: Don’t let client relationships falter once the deal is done. Follow up and make sure past clients are satisfied. This is also a great opportunity to solicit feedback and positive reviews.
An important component of all these steps is to know your audience. For some, building trust with a real estate agent means a firm handshake and a look in the eye, for younger audiences it might mean that you exhibit social responsibility.
Real Estate Webmasters table at Who's Who in Luxury Real Estate event
What Makes a Trustworthy Real Estate Brand?
There are many facets to creating and fostering a trustworthy brand. Here are a few of them:
Consistency: Consistency can be exhibited in many ways, including in your brand design, messaging, and online presence. Use consistent logos, colors, fonts, and tone of voice across all your marketing materials, including your website, social media, and email campaigns.
Credibility: Establishing credibility through testimonials, reviews, awards, and certifications can boost trust in your brand. Share positive feedback from satisfied clients, highlight industry recognition or certifications, and showcase your expertise to instill confidence in your brand. Avoid over-promising or exaggerating your capabilities.
Transparency: Be transparent in your communication, pricing, and policies. Clearly communicate your services, pricing structure, and any terms or conditions. Avoid hidden fees or surprises that can erode trust. Be upfront about risks or potentially negative developments.
By embodying these key elements in your real estate branding and marketing efforts, you can establish a trustworthy brand that resonates with your audience and drives success in your real estate business.
Want to launch or supercharge your own real estate brand? Check out Real Estate Webmaster's real estate branding services.
Gary and Amy reviewing Gary's website in New York
Real Estate Branding FAQ
What is a real estate brand?
A real estate brand is a representation of a real estate business or agent, encompassing their characteristics, name, logo, and messaging. A brand helps to foster recognition and emotional connections among consumers, differentiates from competitors, and influences purchasing decisions.
What makes a real estate brand?
A real estate brand encompasses a set of characteristics, attributes, and associations, including the name, logo, visual identity, messaging, values, culture, and overall experience that represent a real estate product, service, organization, or individual.
How important is brand recognition in real estate?
Brand recognition is crucial in real estate as it helps to establish familiarity, recall, and trust among potential clients and partners, differentiates from competitors, and can lead to increased business opportunities.
How can I create a compelling real estate brand?
Crafting a compelling real estate brand involves understanding your target audience, identifying your unique value proposition, and developing clear and consistent messaging that resonates with your audience's needs, aspirations, and emotions.
What are the key elements of a successful real estate brand?
The key elements of a successful real estate brand include a well-designed logo, visually appealing and consistent visual identity, clear brand voice and messaging, authentic brand values and culture, and a memorable brand name that reflects the essence and positioning of the brand.