Helie Rock, R(S)December 1st
Uncategorized

Branding Your Home

I don’t know if you’ve ever thought that business branding concepts belong in the same conversation as the sale of a home. I have and here’s why you should as well.  Companies such as Amazon, Apple, Nike and BMW, to name just a few, spend a lot of time, effort and money to advertise their […]

I don’t know if you’ve ever thought that business branding concepts belong in the same conversation as the sale of a home. I have and here’s why you should as well. 

Companies such as Amazon, Apple, Nike and BMW, to name just a few, spend a lot of time, effort and money to advertise their products and themselves in a way that consumers will remember when making a purchase decision. These companies want to connect their products with consumers’ perceived needs and wants so that consumers are more likely to choose their products over those of their competitors. This is brand awareness. In fact, Apple, Nike, BMW, Starbucks and Coke know that if they position their products (and themselves) appropriately with the right amount of cachet, consumers will often pay more for their products.  This is brand value creation. Can these concepts be borrowed, with some modification, to help sell a home?  “You bet ‘cha,” to quote a rising brand-name politician.

A well-run real estate brokerage cares greatly about the brand image it presents to the marketplace.  A well-run marketing campaign to sell a home should as well.  You can easily tell when a home is being marketed with a clear brand strategy and when one is not. Case in point. Which of the following advertising pieces is likely to resonate more deeply with potential buyers:

“Perfect Mill Valley executive home.If your office is in SF or Marin, you can be there in minutes. If your office is your home, you’ve got great space in which to work or manage your portfolio. Designed for entertainment with knock-out views….” OR

“Wonderful Mill Valley view home, close to the City.  Work from home in a cheery, light-filled office….”

If you combine the right narrative copy with the right photo images and media exposure, you’ve positioned your home to sell more quickly for a higher price. 

I’ll be writing more about branding in future blogs, but here is a short list of points to consider and discuss with your agent. First, you’ll need to decide which brokerage and agent with whom you’d like to “co-brand” your home. Your home’s image is affected to a substantial degree by the people who represent it.

  1. Identify what features of your home and land are most attractive to people who have visited over the years. The fourth bedroom and great view are obvious, but how about the separation from neighbors, spacious entry hall, absence of overhead utility wires, safe routes for school children….? 
  2. Identify what types of buyers would likely desire your home the most. People just like yourself, those with a smaller family, a larger family, no family, couples, commuters, second home buyers, school district seekers….
  3. Identify your home’s closest competition and then list features that compare and contrast. This step involves identifying your home’s market and the relevant currently active and soon-to-be active properties within that market. These are the properties that could potentially take buyers away from your home. Your agent should play an especially large role here.
  4. Think of a tag line that stops people in their tracks, a memorable phrase about your home that describes its essence magically and succinctly.
  5. Review the photos of your property taken by the professional photographer hired by your agent and decide with your agent which one or two will serve as the logo in your marketing campaign.  There may be other photos on the website or print advertisement, but the logo image should stand out as your home’s signature.  The tag line and logo image should create a compelling snapshot of your property, one that stays with potential buyers after they leave the advertisement.       
  6. Decide with your agent which advertising media would likely reach the target buyers identified in point 2 above, keeping in mind a budget roughly proportionate to your home’s expected sale price.       

If a well-thought out brand strategy is properly designed and executed, your home should be viewed as a specialty item rather than a commodity in the marketplace. 

 

House image courtesy of hassan_ali


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About the Author

Helie Rock, R(S)

Helie Rock, R(S)

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