Know-How Exchange : Taglines/Names

Theresa and John,

A tag line and name are important parts of your brand, but not the only things. Your brand is also your behaviors - how you demonstrate that you're unique. You know, your core competencies that bring about unique selling points. What (really) are yours? Why would I select you ever the about a million other realtors in your area? If you go on "we are 'like consultants' and we educate our clients..." this is a little like Jet Puffed Marshmallows claiming their brand is more white. If you asked the many other realtors from which we may choose what are three qualities that make you unique, it's "We we educate them before the transaction, we make the the home buying/selling experience smooth, and we care about our clients." Granted, not all the claims are justified, but none-the-less, the claims are there. But, I don't believe that it would work for you if claimed "We educate and care - really." So, before you choose your new name/tag line/brand - please take an introspective look at what really differentiates you from other realtors. For instance, one networking associate of mine is a realtor who is the best marketer I've ever seen in real estate and maybe beyond. When she puts a marketing plan together, it has all the elements in a marketing plan for any large company in the world. Additionally, she has defined a process for marketing and follows the process by the letter. She has developed a system, which means that every experience is the same - by design. Less unique, but certainly not unwarranted to mention, she's a full time realtor. How many "hobbyists and dabblers" do you know in real estate? Also, she continuously takes continuing education in real estate. She really stays state of the art in her craft. For her, we might say, "Systematic marketing for optimal results every time." Maybe not the greatest, but it communicates the uniqueness. I'm sure in her brochure, we'd include some of the "caring and consulting" things - while we wouldn't lead with those because they aren't the most unique feature, not mentioning them somewhere would make them conspicuously absent.

So, while we could work on a tag line/name/brand for you like clever little robots spitting out hundreds of synonyms, alliterations, analogies, and syllogisms based on what you've given us, I think perhaps you'd be best served by helpings us understand what really makes you unique. Then, we'll arrive at a unique brand that well communicates your uniqueness

I hope this helps.

Wayde

Who is your primary target audience? I'd select a name and tagline that communicate an important benefit to my primary target audience.

Locals? Out-of-towners moving in? Commercial? Residential? Trade-up? First-time buyers? Sellers? Seniors? Condos?

Don't try to be all things to all people. Zero in on a specific niche and be the best you can be for that niche. Better to have 100% of a small market than 1% of a big one ... and costs less to reach them usually too.

Hi John and Theresa

I have a real estate company here in Spain and I went with a very bold agressive name in Spanish Hot Properties which has worked for us. Obviously it has worked for us but obviously you need a more local name but one you can brand. I am not a great fan of realtors that brand by there own name

I share your views however about looking after your clients. However who are your clients? If you think about it logically even though you want to do the right thing for the buyers and look after there interest they are not your clients, your clients are the people who pay you and in Spain that is the owners. Also just remember buyers are liars.

As for your own suggestion that would be a little too bland for me but if you have very conservative clients it might well do the trick. Also remember that your name brand should be ahead of ERA, why would you want to promote them? if you have to Id probably say something the a leading light in the ERA Group.

The word First can be quite powerful, something like First Texas property Group, just remember everything in the US seems to have the words Real Estate, thats why Condo.com has done so well.

Just a few ideas hope they helped

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