RISMedia's Real Estate Magazine

FEB 2019

Real Estate magazine is the industry's leading source for real estate news and information since 1980. Published monthly by RISMedia, Real Estate magazine offers timely and relevant real estate news to the industry's top brokers and agents.

Issue link: http://remag.rismedia.com/i/1073841

Contents of this Issue


Page 63 of 110

RISMedia's REAL ESTATE February 2019 59 8 Brand Name Great brand names seem to follow a few different themes, the most prom - inent being the founder's name, such as Ebby Halliday, REALTORS®. Others describe what you do, like Guaran - tee Real Estate, and some describe where you operate, like Georgia Properties. Look at your brand name and make sure you're investing in a brand that has marketability along the lines of one of these themes—or another theme that "speaks" to your audience in a meaningful way. 8 Images A broker's brand has a primary im- age, aka its logo. Your logo is your everything, and the best logos be - come household names. Consider how the logos of Nike, Apple and In - tel inspire confidence, communicate a sense of history, quality and reli - ability and become the cornerstone of a company's identity. Beyond your logo, brokers often use other images, such as an iconic community photo, a corporate office photo or a landscape photo. Be sure to capture the essence of what the image does for your brand. These im - ages can be used for your website, social media pages, or other places where you or your agents use im - ages to depict stability, company his- tory, demographic area and dreams, such as the image of a cabin in the countryside. Remember that selling a home is not just bricks and mortar. A home is the feeling of a warm fire - place looking out over a snowy coun- tryside, the fulfillment of a dream or the accomplishment of an objective. Take care to license these images exclusively, which is critical for copy - right and brand uniqueness. 8 Colors and Fonts Your brand absolutely needs color. Typically, you need three colors that go well together. Color accentuates your website design, yard signs, fly - ers and any other marketing materi- als where you or your agents market the brand. Also, you need to specify the font type, color and size so that agents can have templates easily ac - cessible and ready for deployment at a moment's notice. In today's com - petitive time-to-market environment, it's not acceptable to wait days or even weeks for marketing materials. 8 Marketing System Having your brand properly config- ured and promoted is just the first step. The second step is making sure your agents are proud of your brand, and using it to market them - selves, your firm and listed proper- ties. This takes a marketing system that's preloaded with your branding so that agents can't change it. No matter what an agent needs, the brand is in template format, ready at the click of a button to order busi - ness cards, flyers, yard signs, coffee mugs, etc. Just like Amazon, high- quality marketing materials need to be delivered promptly, efficiently and professionally. We launched our Amarki brand in 2018 after two years of a battle-test - ed beta empowering over 15,000 agents. Our platform enables our clients to get their listings to mar - ket faster, more professionally and with superior quality using one sim - ple interface. We encourage you to visit www.Amarki.com to see how our marketing system will allow your brand to get the love it deserves. Consider the possibilities: your brand, your success and our com - bined automated intelligence. RE Joe Martinez is the chairman and CEO of CREELiT. For more information, please visit www.creelit.com. For the Love of Your Broker Brand Commentary by Joe Martinez V alentine's Day offers up the perfect time of year for brokers to love their brand. Branding is the first impression a company will have on a prospect. A strong brand can exemplify products, mission, policies or services to customers. It provides value, benefits and insight into the soul of a company. It also enables agents to personify the broker brand in all of their marketing and communications. Brand Name Marketing System Colors and Fonts Images

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