An estate or letting agent’s brand is the set of opportunities, recollections, stories and relationships that, taken together, account for a landlord’s or potential vendor’s decision to choose one agent over another.
If the landlord or vendor doesn’t pay a premium, make a selection or spread the word, then no brand value exists for that landlord or vendor.
A brand's value is merely the total of how much extra housesellers/ vendors or landlords will pay for those opportunities, recollections, stories and relationships of one agent over the alternatives.
Years ago, your estate/letings agency brand used to be something else.
It used to be your logo, your pantone colours, your font or a design or a wrapper.
Today, that’ isn’t a brand .. that’s a silhouette of the brand, something that might mark the brand’s existence.
But just as it takes more than a hardhat to be a builder, it takes more than a graphics designer prattling on about feel to make a brand.
If landlords or vendors aren’t choose it, if your existing landlords / vendors don’t GO OUT OF THEIR WAY recommending it, then there is no brand, at least not for your agency.
Lettings is a people business . Estate Agency is a people business .. you and your team are the brand … not Pantone 234 in Helvetica Neue font.
Why? Because People buy from People ..