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 ..