December 1, 2015

Guest Blog: Joselle Alves on branding and what it means to her business

Joselle Alves - Iconica CommunicationsThe decision to hire a branding company has been without a doubt the best business decision I have ever made and one that I wish I had made much sooner in my career. Branding is the process of creating your own unique image to set you apart from the tens of thousands of REALTORS® in the marketplace. It’s that look and image that consumers instantly recognize as uniquely yours and the difference between having a “job” in real estate and running a “Successful Real Estate Business”. It has allowed me to dominate my local marketplace in a way that I would never have been able to do and has lead me to become the #1 REALTOR® in my farming area this year. My marketing material sure does stand out amongst all the cookie cutter “junk mail” they receive and whether the consumer reads it or not, it has such a unique look that they instantly recognize as mine and keeps me top of mind.

It has allowed me to dominate my local marketplace in a way that I would never have been able to do and has lead me to become the #1 REALTOR® in my farming area this year.

Consistency is key to successful brand marketing and that fact is not lost on me. My brand colours are magenta and black. In addition to the consistency in the look and appeal of my marketing materials, I door knock in a magenta jacket, my purse, wallet, laptop bag and cell phone case are all in my branded colours, my car license plate is part of my brand and I have very subtle branding on my vehicle itself. The instant I install a For Sale sign, I usually get a call from my client saying how amazing it looks. They are proud to have my marketing featuring their home.

This process all started a few years ago when I met Trevor from Iconica Communications at REALTOR® Quest (a real estate trade show), I was impressed with the unique branding they had created for others. It had always been something I promised myself I would do sometime in the future, however with more and more people getting into the business, I desperately needed something to differentiate myself. Something that would say “I’m not like all the others, I’m different”. Trevor and his designer Lauren met with me for a few short hours in my office and I explained the colours and image I wanted to convey. To my astonishment, Lauren got it BANG ON and the image and branding I selected was in her first draft. I chose a colour that made me feel good and alive with an image that said I was sophisticated and professional, yet at the same time warm and approachable. It reflected ME! To this day, the instant excitement I get just handing someone my silly business card is funny. I know without a doubt that I’m going to hear “Whoa, nice card!” or “I love your logo”. At a listing presentation table when my listing presentation, sample flyers, laptop case, etc. are on display, the uniformity of it all is ALWAYS attention-grabbing. It elevates my image of being someone who is serious about real estate, is heavily invested in my brand and can get the job done.

At a listing presentation table when my listing presentation, sample flyers, laptop case, etc. are on display, the uniformity of it all is ALWAYS attention-grabbing. It elevates my image of being someone who is serious about real estate, is heavily invested in my brand and can get the job done.

Whether you are new to real estate or an experienced REALTOR®, this is a must and should be your #1 Priority. Don’t waste time and money on cookie cutter marketing materials, without first creating YOUR BRAND. Your Brokerage has done their part in creating their image, you liked it and that’s why you chose that company. Instead of promoting their brand, create your own. One that stands out in the consumer’s mind so they will choose YOU. If you’re reading this and asking yourself “How much does it all cost and can I afford it?” Well as someone that has earned hundreds of thousands of dollars more because of my brand, I submit to you that you simply can’t afford not to. If you think it’s a waste of money, just ask McDonalds, Tim Hortons and all of the fortune 500 companies that spend billions a year on their respective brands. Do not spend another dime on marketing material without first laying the foundation of a strong personal brand. It’s the perfect time of the year; kick off 2016 with a fresh, bold image that is uniquely yours. If getting it done right the first time is important to you then ICONICA COMMUNICATIONS is your only choice. No need to do the research, I’ve already done it for you. Cheers to a more successful you in 2016!

Joselle Alves, REALTOR®

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