How to Find Your Real Estate Company’s Brand Voice

Think of your favorite brand.

Think of Apple. Nike. Red Bull. Besides multi-million dollar profits, these companies all share one common characteristic: a strong brand voice. In fact, your favorite brand’s voice is probably part of the reason for why you like them so much.

Let’s take the first example: Apple and their “Think Different” campaign. Their brand voice is simplistic, meant to create a sense of empowerment and awe in our minds. Apple also uses it’s brand voice to create an emotional connection between us and its technology. Watch their “Misunderstood” commercial to see what I mean.

And what about real estate? Yeah, you guys can have a brand voice, too. Just take a look at one of Century 21’s memorable ads below.

brand voiceIn these ads, Century 21 uses playful language and the occasional pun to capture our attention. They breathe life into their agents and give them a boost of personality. Who wouldn’t want to do their real estate business with a supposed shark diver?

Real estate agents can take a tip or two from these media giants to develop their brand voice and build trust with their clients. If you read out post about “How to Create a Vision for Your Social Media Presence,” you’ve probably already contemplated your brand voice. Why is a strong brand voice so important? Because it’s refreshing to hear a brand talk to its fans like good friends instead of customers. It resonates.

If you’re a real estate agent who wants to develop your brand voice, we’ve got a few tips:

Think about your product and business values.

Do you sell high-end luxury homes on the Cape? Cabins in the woods? Depending on your specialization in real estate, your brand’s voice can be informative, endearing, funny, or silly. You’d probably go with an informative tone for your brand if you specialized in helping clients navigate the complicated waters of short sales. On the other hand, you’d probably use a fun voice to get first-time home buyers comfortable with the homebuying process. What value do you want to provide to your clients at the end of the day?

Think about what voices your clients use. Which voice will most likely resonate with them?

This question goes hand-in-hand with the last. How do your clients want you to talk to them? Put yourself in your client’s shoes. When a buyer wants more information about the pre-qualification process, they probably want clear instructions – not knock-knock jokes.

Think about vocabulary.

What kind of language is appropriate for your company and clients? Is there well-known slang in your sphere of real estate? Does that slang communicate meaning in a better way than the proper use? Keep in mind that there are thousands of ways to communicate the same idea – even punctuation can change the tone of your message:

“New listings!”

“See what’s new in our inventory.”

“Check out the newest homes in our little slice of heaven.”

Is humor appropriate? Sarcasm? When?

Humor (and maybe a dash of sarcasm) can often effectively build your brand’s voice, but you should be careful to use them appropriately. Again, think about how your clients feel about your product or services. If the subject at hand is particularly serious, better to skip the humor in favor of a more straightforward approach.

Got a tip about how you’ve built your brand’s voice? Let us know in the comments.


2 thoughts on “How to Find Your Real Estate Company’s Brand Voice

  1. That apple video is indeed a tear jerker. I don’t tend to watch advertisements that much and have avoided having a television for all of my adult life largely because of hte obnoxiousness of tv ads. Nice to see that not all of them are tasteless and in your face.

    I am a big fan of youtube though. More recently, Budwiser’s youtube advert has had a quite of bit of success: It was actually one of the few youtube ads that I was curious enough to watch all the way through. They really are starting to make an artform of it. Another great one is this piece by johnny walker:

    I’m a little bothered that I only seem to get adverts for alcohol, but that might be due to having turned off targeted advertising at some point in the past.

    For a more detailed look at the appeal of emotion in marketing within the online space, Buffer’s blog breaks it down:

    I think the bigger picture here can be explained in the context of Seth Godin’s great book: “All Marketers are Liars tell stories”:

    • Hi, Nicholas! Thanks for the response and all of the great resources you shared. I watched the Budweiser video awhile back and noticed the amount of traction they were getting. I think the root of all successful ads is universal emotions. It’s talking to people like a human being, not a machine. Another big part of it – I think – is curiosity, which you touched on in the Budweiser ad. It’s about creating innovative content that incites curiosity rather than pushing a hard sell. I’m also a huge fan of Seth Godin. I read his book “Meatball Sundae” awhile back; he’s got so much insight!

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