Real Estate in Review: Are You in or Out?

Steve Osborn

Co-founder & Managing Director, Identity Marketing

There’s a saying that I don’t typically agree with: you can’t have your cake and eat it. The way I see it, if you’re clever, know the rules and can work them to your advantage, then you can likely ‘have your cake and eat it’.

When it comes to branding guidelines, however, I am in 100% agreement because you’re either with a franchise brand or you make your own – there is no middle ground. With this statement I am referring to the agencies that are with well-known franchises, benefiting from the brand name and image but trying to implement their own style elements and disregarding the franchise style guide.

Contrary to the beliefs of many agents, these actions aren’t helping to carve out a unique place in the market, making marketing materials look better or working to build a brand within a brand. Instead, they’re weakening the services, marketing assets and the brand itself through perceptions of inconsistency.

Style and branding guidelines from big franchises are made by experienced designers, something agents are not. There is usually educated reasoning behind the way they have formulated how logos should be presented, the colours to use, and the way to use them. So if you’re making changes that you shouldn’t and you’re not a (good and qualified) graphic designer, cut it out. If your admin or marketing team are the ones making the variations, nip that in the bid now.

If you’re aspiring to eventually step out on your own and create your own real estate brand then take my advice. You’re better off playing by the rules and honouring your current franchises style guide – then when it’s time to make your debut do so with a well thought out brand and a brag-worthy launch campaign.

The reason behind this is simple, it’s positioning your awareness and recognition for success. When launching a new brand you want to leverage the old awareness with the excitement of something new leading to a discussion like “oh, that high performing agent who was with (insert known and credible agency here) has stepped out on their own with their own agency, check it out” rather than “they’re with a new agency? Who were they with before?”

If you don’t intend to step out and begin your own agency yet and you still think it’s acceptable to tweak the brand to suit your preferences rather than the ones that have been expertly crafted*, think again. Let me put it this way – you’d flip your lid if a vendor started changing details on a property listing without your knowledge or consent all because they decided it didn’t suit them and that they could market their property better.

In summary, make a decision because you’re either with a brand or you get the courage to step out on your own.