How branding is changing in the real estate business

In a world that is constantly changing, marketing and communication strategies, of course, also have to rapidly adapt and evolve to be effective.

Especially in the world of real estate, where large amounts of money are involved, being able to build a good brand image is crucial. In this case, it is not only about being able to communicate corporate values, but also about successfully communicating trust and transparency.

In the past, to gain a competitive advantage, it has been almost enough just to show numbers and statistics; today, communication has changed, and it is necessary to establish a tailor-made relationship with buyers.

In this process, the brand is a key element.

Real-estate branding today: challenges and developments

Real estate branding must be able to convey the value of the business to customers or potential ones. Today, not only digital innovations and new media have influenced changes in branding strategies in the industry, but also new lifestyles have had an impact on forms of communication.

Multichannelling has also become an extremely significant aspect of the real estate business: communication takes place both online, via websites, professional platforms and social networks, and offline. Today, a brand has to be a representative not only of corporate values, but also of universal ones. This is perhaps most evident for offline communication tools. In fact, eco-sustainable solutions are often adopted, from the choice of recycled paper for business cards to the selection of vegan promotional stickers for advertising porpuses.

Building a relationship with customers also means understanding their needs and aligning with their expectations.

Furthermore, sector specialization is a key factor when it comes to real estate branding. Today, marketing and communication strategies, to be effective and efficient, must be focused on a specific target. For this reason, if a company deals exclusively with luxury real estate, it must have a brand that represents this choice, just as an estate agency that manages beautiful villas surrounded by nature should have a brand that represents the features of this offer.

However, in order to build a brand that is both consistent with the offer and perceived as trustworthy by customers, it is necessary to be clear about the own business idea.

Being aware of and reacting to change is important for maintaining a competitive advantage. That is why many real estate agencies are turning to renting and buying shared living and working space. Rising prices in the real estate sector and the spread of remote working represent an interesting opportunity to reach new targets. This includes, for example, young professionals. Those operating in this type of sector should have a dynamic and young brand that best expresses the values of a modern lifestyle and a flexible and affordable real estate offer.

If some years ago it was successful to come up with an impressive slogan together with attractive graphics, today this is no longer enough, especially in the real estate sector. Web and digital media have a significant importance and being visible is crucial: this is why, alongside an effective branding strategy that must focus on sectorspecialization and a multichannel approach, it is also important to rely on SEO (Search Engine Optimization)techniques to improve the own positioning on search engines.