I have a tough time convincing realtors to niche down to one specific area and specialize in selling just that.
But when I’m dealing with the broker who manages all the realtors, the conversation is different. The broker agrees with me: realtors need to niche down to be successful.
This now begs a new question: if the realtors are supposed to niche down, then what do we do with the brand of the brokerage that covers them all?
When putting together a strategy for a brokerage, I focus on two things
- The vision of the broker: what’s his or her idea of the future of real estate
- The niches to attack: what specialized areas does the broker want to dominate
Successful branding can’t be accomplished with just a fancy logo or a catchy motto. The real secret behind strong branding is a combination of creative elements and on-point messaging into a coherent identity.
Brokers are in a unique position that’s different than most. You have to be able to create a brand that all realtors are proud to be a part of, yet leave the opportunity open for realtors to create their own personal brands and teams.
I met Michelle Gonzalez of Floridian First in late 2016 through a friend from church that worked there. Church referrals are the best referrals 🙂
Like many of us entrepreneurs, Michelle has a big vision for her company. She’s got little niches she wants to dominate in, but she can’t do it all alone. Having a brokerage lets her satisfy her desire to be in different markets while operating under one vision: to find, recruit and train up real estate specialists.
First we laid out a re-branding strategy to gain clarity and focus into the new mission for Michelle. She loves to be a part of chambers and business groups. She’s got a masters degree in real estate, which told us that she’s got a wealth of information to pass on to others. This led us to the conclusion that Floridian First should be a boutique brokerage focused on developing.
realtors into professionals in the industry. Once she’s trained them in her way, she can use her social circles to fill their pipelines. She’s a collective of highly specialized real estate agents.
Now that we had a brand strategy, we went to work on a new logo, website, photography and a ton of collateral to show off the new brand.
Finally, we create a brand guideline and portal so that all the realtors had quick access to logos and printed materials they would need to efficiently promote themselves and the brand.
We launched the brand in mid-March of 2017 and we’re excited to finally bring it to you!
It’s my pleasure to introduce to you the rebranding and launch of Floridian First.
THE BUSINESS CARDS
POWER POINT PRESENTATION
If you’re a realtor looking to dive in deep into a niche and you want to be mentored by one of the most knowledgeable professional in the industry, check out Floridian First. Contact Michelle and let her know you heard about her through me!
If you’re a brokerage in need of some rebranding, I’m here to serve.
Born to do this,
Personal Branding Expert