Branding your Commercial Real Estate Business

If you have people contacting you, the top part of your funnel is working well.

If they become a subscriber either email or social, and are being nurtured on a regular basis, your nurture funnel is working well.

If you’re getting stuck at the consultation, particularly, people are contacting you, BUT they are considering many other agents for their listings, you have a BRANDING problem.

Commodity vs Brand

Commodity is a basic good used in commerce that is interchangeable with other goods of the same type.
Brand is the unique identity of a product or service that distinguishes itself from others in its industry.

If you want a black, crewneck T-shirt, you have many options. You can get a $5 Walmart t-shirt. Or, you can get a $325 Giorgi Armani t-shirt. They are both black crewneck t-shirts, but they have a significant difference in price and, at least, perceived value. That’s brand.

Brand isn’t a useless perception; a brand makes promises a commodity can’t.

When we’re buying Armani, we can safely assume it won’t break down after one wash, it will likely keep its shape and color, and it won’t be itchy as hell. We cannot assume any of those things with the $5 t-shirt.

That’s what brand does. It gives us guarantees based on its name.

If you are getting consultations, but they are meeting with many other agents, they see you as a Walmart T-shirt. We don’t want to be in a race to the bottom for clients.

We become a brand by owning a unique spot in the marketplace.

We need to be clearly and uniquely differentiated in the industry.

When you get your brand messaging on point, you will have a unique selling proposition, a loyal base of clients, referrals, and a clear attraction point that will attract new clients and repel the ones looking for bottom of the barrel commodities.

If you can’t answer the question, “Why would anyone hire me?” the marketplace can’t answer the question either.

If you don’t take the time to ask that question, you will absolutely stay small.

A commercial real estate agent’s website can play a crucial role in enhancing their overall brand.

Here are several ways a well-designed and optimized website can contribute to a commercial real estate agent’s brand.

Professional Image. A well-designed website conveys a professional image, instilling confidence in potential clients. It reflects the agent’s commitment to quality and attention to detail.

Branding Consistency. The website provides a platform to showcase consistent branding elements, including logos, color schemes, and messaging. Consistency across various online and offline channels helps in building a recognizable brand.

Personal Branding. The website can serve as a personal branding tool, allowing the agent to showcase their expertise, experience, and unique selling points. Personalized content such as an “About Me” page, testimonials, and professional achievements can help establish a distinct identity.

Showcase your Properties. A commercial real estate website is an ideal place to showcase your property portfolio. High-quality images, detailed property descriptions, and virtual tours can effectively showcase the agent’s capabilities and the types of properties they specialize in. We offer both IDX integration and a commercial real estate plugin, btw.

Market Knowledge and Expertise. Blogs, articles, or resources on the website can demonstrate the agent’s knowledge of the local real estate market, industry trends, and insights. This positions the agent as an expert in their field, further strengthening their brand.

User-Friendly Experience. A user-friendly website enhances the overall client experience. An intuitive design, easy navigation, and responsive layout contribute to a positive impression, reflecting the agent’s commitment to providing a smooth and professional service.

Lead Generation. The website can serve as a powerful lead generation tool. Contact forms, calls to action, and other lead capture mechanisms help in collecting information from potential clients, allowing the agent to follow up and build relationships.

Client Testimonials. Featuring client testimonials and success stories on the website adds credibility to the agent’s brand. Positive feedback from satisfied clients can influence potential clients and build trust in the agent’s services.

Responsive Design. With the increasing use of mobile devices, having a website with responsive design ensures a seamless experience for users across different devices. A website without the ability to be mobile responsive will have a hard time ranking in the search engines.

A well-crafted commercial real estate agent’s website serves as a powerful tool to build and reinforce their brand, establish credibility, and attract potential clients.

It’s a central hub for showcasing your expertise, properties, and unique selling proposition in the competitive commercial real estate industry.

I build lead generating websites for commercial real estate brokers and agents.

Any Joe Common Man can build a pretty website, slap some buttons on it and call it “lead gen”.

I give you access to my Sales Funnel Masterclass, giving you strategies to drive traffic to your site, bringing you more leads, and making you more money.