Real Estate in Review: Impressions Are Pivotal

Steve Osborn

Co-founder & Managing Director, Identity Marketing

In the past few months, a significant number of real estate agencies have taken time to work on their brand through my agency, Identity Marketing, with many focusing on making big first impressions.

The first impression a brand sends is so important, you send the right one by knowing why your customers use you and carving out a gap in your customer’s mind. Agencies and real estate high performers with humble beginnings that transform into industry trendsetters have an ability to make great first impressions both personally and with their brand.

Impressions are pivotal to succeeding and although first impressions are heavily swayed by appearance (55%), the remainder of these initial impressions are formed through words chosen and tone of voice. These impression statistics are based upon person to person first impressions, however, it is easy to see how these can be translated for agency success.

Appearance is the visual side of your brand, word choice and tone of voice is the copy and themes used in agency messaging. In this issue of Acme magazine, there is an article on tone and if you’re serious about making a difference, then this is the article you need to read because at the end of the day agencies and agents deliver the same services and the same results – it’s who they are that’s different and this is where brand personality becomes powerful.