Feature Question: Is Creating Your Own Brand More Accessible?

Over the last decade, the real estate industry has seen more and more independent, boutique, and unique agencies pop up. At the same time, large franchises continue to have a strong presence in most suburbs across the country. This got us thinking, is creating your own brand more accessible now? We asked some industry experts to chime in with their thoughts.

Absolutely! The real estate industry has well and truly evolved over the past decade. It is now abundantly clear to both real estate professionals and consumers that when selling a property, you are choosing the best person to work with. Where they work has very little influence on this decision. The days of selecting your agent based on who has the best window display in your local town have well and truly passed, and it is now a game of statistics, reviews and the agent’s digital presence. This new age of real estate allows innovation, strategy and complete transparency to create a staircase to success for agents – no matter what brand you work for and what postcode you operate within.

Creating your own brand has definitely become more accessible. The digital era has transformed the way we connect with clients and establish our brand identity. Social media platforms, online advertising, and digital marketing provide affordable channels to promote our brand and engage with a wider audience.

The modern consumer values personal connections, making it crucial to develop a unique brand personality. By understanding our target market and delivering a tailored experience, Eclipse has been able to create a brand that stands out from the crowd and captures the attention of potential clients.  However, while it can be easy from a digital/aesthetic sense, the ability to make a lasting impact in the real estate industry comes down to a high level of customer service and satisfaction plus a dedication to old fashioned hard work.

I believe it has always been accessible. Building a brand is about getting out there and doing the hard work that is required. It’s about knowing your point of difference, having a clear vision and tone of voice for the brand and most importantly, reinvesting back into your branding. Generic franchise branding doesn’t work for everyone. Know your clientele – know what marketing works and what marketing doesn’t. Don’t be afraid to spend the money – quality branding will always stand out.

Of course – I think the simple reason is just how connected the world is today. The internet and social media have really driven that. The ability as a business or as an individual to find your tribe quite quickly through tools like Instagram, TikTok, & Facebook and communicate with them instantly is the catalyst.

As you get clearer and clearer on your voice and what resonates with your audience, it helps establish your brand and what it means, whether that’s part of a wider franchise group or – like in our case – as an independent agency. We’re able to find immediate clarity as to what our audience is looking for and create a clear set of brand guidelines and brand strategy that connects with them.

Are you considering going out on your own? Read more about taking the risk and whether it’s for you.