Sometimes it’s hard to know the right direction when you’re being asked to make a million decisions at once. Nowhere is this truer than when launching a new brand in the commercial real estate space. You’re working with highly educated people with discerning tastes and multi-million dollar investments. How can you win them over and establish trust through your branding?
Imagine how you want someone to describe your brand. This is what makes your brand different from others in the space.
Without this identity pinned down, you’ll lack the direction you need to market effectively. After all, marketing is about what makes you different from the competition, which is what we focus on at ATYPICAL. It’s about the values your clients will gain from choosing to work with you.
You’ve got to know them better than your family. Their company history, their needs, their wants. Did they have salad or a chicken sandwich for lunch? Okay, maybe not that well, but well enough that you can picture your target persona. You’ve got to know their pain points to effectively communicate how you will solve their problems.
Branding isn’t like homecoming week where you put on a different outfit every day. Especially in your earliest days - if you want those branding and marketing dollars to matter, you’ve got to be consistent in your delivery. This means the cohesive use of visual elements and language in all your branding materials. Don’t wear one logo then unveil a radically different one six months later. Look at all the leading brands, and you’ll see they “tweak” their looks over time, but key elements remain the same.
You’re launching into this CRE business because you believe you’ve got something special to offer. Are you the go-to back-office software? Are you positioning yourself as the name in multifamily real estate in the Northeast? You’ve got to lean on that special expertise and market it like crazy. Become the go-to source in whatever your knowledge area is.
Referrals will win you business and help spread your good name. This word-of-mouth is crucial to growing a new CRE brand because people trust the word of others and, most importantly, it’s free! Reputation is everything. People will remember how you treated them, so put into place a solid customer management system very early in your business. Customer service is a huge part of building a winning brand.
That’s it in a nutshell: be clear in who you are, communicate it like nuts, and have awesome customer service. We try to tell our clients this all the time: just be you and be awesome at how you do it.
Need help with your marketing strategy and execution for 2020? Let's start the conversation on how we can help.