Branding & Niche • November 29, 2023
Branding & Niche

November 29, 2023

Building A Real Estate Brand: 6 Essential Elements


“I’m not a company, I’m a realtor, why do I need a brand?”

Establishing a brand removes the guesswork from your marketing efforts and helps you build trust with your audience and stand out in a competitive market.

Three things to consider before establishing your brand:

  • Authenticity – what are your core values, what do you believe in, what do you do and why do you do it? People want to work with people they like and feel aligned with.
  • Consistency – one of the hardest things about building a brand is sticking to it consistently. Ask yourself, can I commit to this branding for one year?
  • Optimization – Good branding doesn’t go far if no one can see it. Reaching the right people at the right time with the right message is crucial.

Let’s dive in!

6 Essential Brand Elements

1. Your Niche

Honing in on one or two niches will establish you as a subject matter expert,  help you to generate more leads, and set you apart from the competition. Learn more about identifying and establishing your niche here.

2. Content

Content pillars are a set of topics or content themes that create the foundation of your content strategy.  We love utilizing content pillars because they keep you organized, consistent and make generating ideas a breeze. 

Some examples of content pillars: 

  • Personal – posts to build the “know-like-trust” factor with your audience
  • Local Tips – these posts are geared toward building relationships and shouting out small local businesses. Example posts include “local weekend to-do lists,” or “local pet friendly shops”. This establishes you as a local expert and go-to person for the scoop on all things local
  • Real Estate Tips – These posts establish you as the person to come to for real estate advice, questions, and market information 
  • Engagement Boosters – these posts are specifically for boosting engagement by attracting comments, shares, saves or likes
  • Home Tips – These posts establish you as the person to come to for all things home design, decorating, improvements, and real estate

Our recommendation: assign each content pillar to a day of the week:

  • Monday: Personal 
  • Tuesday: Local Tip
  • Wednesday: Real Estate Tip
  • Thursday: Engagement Booster
  • Friday: Home Tip

Tip: Tailor your C&C content to your brand and niche. When utilizing your C&C material, it’s important to customize the captions and content to make sure it matches your branding and fits your tone and personality!

3. Imagery

Your audience feels a certain way when they look at the imagery on your website and your social media feeds. Think of your ideal client, what would their first impression of your imagery and Instagram page be? Would they want to follow and do business with you?

Our best piece of advice is to show that beautiful face on your feed! Your audience wants to see the person behind the posts. Take it a step further and schedule personal branded photoshoots. As a C&C member, you have access to our quarterly Branding Photo Guide within your member dashboard that lists exact poses that correspond with Coffee & Contracts content.  

4. Colors

Using a consistent color palette on all of your marketing material is important to establish your brand identity and create a consistent, streamlined look across all of your marketing materials. 

A few tips to choosing a color palette: In Canva, navigate to “styles” on the vertical toolbar and browse Canva’s brand templates or get inspiration from Pinterest by searching ”brand color palette.” 

5. Typography

What does your font choice say about your brand and who you are? Using the same fonts in your marketing materials makes you recognizable and helps your audience get a feel for your personality. We recommend choosing 3 fonts (Heading, Subheading, Paragraph) that you will use consistently across your marketing material.

A few recommendations for choosing fonts: In Canva, go to “styles” on the vertical toolbar and browse different styles. C&C Members can select fonts from the C&C Branding Kit in the Branding Course.

6. Logo

Logo or no logo, that is the question! If you are an individual agent of a brokerage, we recommend using your brokerage’s logo. If you would like to create your own logo, we recommend keeping it minimal, up-to-date, and make sure it coordinates well with your brand colors, typography, and personality. 

A few recommendations for choosing a logo: 99Designs is a great place to go for custom logo creation. You can submit your ideas, and multiple designers will create options for you to choose from. If you are a C&C member, you may choose from our logo templates, available in the Branding Course.

Follow along with our step-by-step Branding Course to dial in your personal brand. We’ll see you there!

Meet the Creator

Claudia Bell


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