Look the Same and Stand Out

Why consistent branding is important for agents on social

When it comes to social media, every real estate agent is trying to look different. But remember, so is every retail store and every service provider, every hair salon, personal trainer, recruitment specialist, life coach, beauty product, bookstore…everyone.

The result is a cacophony of colour and a riot of noise. An absolute mess where everyone, from every industry, gets lost.

Which is why there’s a great argument against reinventing the wheel every time you share content, and instead utilizing consistent brand elements in all – or at least most – of your posts.

Remember, the majority of people encounter your content when they’re aimlessly scrolling, rather than when they specifically hunt you out. Even though a whole bunch of branded posts might look boring when you review your profile page on Instagram, the bulk of your followers will only ever see one of your posts at a time – mixed in amongst a bunch of other garishly colored tiles featuring outdated fonts and low-quality imagery.

In addition, the reality is that most people won’t stop and engage with your content. Most people, most of the time, will swipe right by.

But that doesn’t mean your content can’t make an impact. If they don’t pause to take in your post, we still want them to remember – even if it’s subconsciously – that they saw it. At some level, we want them to log the fact that yet again they saw you posting a hot new property, a great success story, a practical tip or an insightful market commentary.

When that recognition starts to stack, the real gold happens. That’s when you begin to earn your position at the front of your prospects’ minds. They might not be ready to enlist your services now. But, sooner or later, when they finally do need to partner with an agent, it’s the one who has been constantly reminding them of their presence, and their credentials, who will have the first opportunity to win the business.

So, the outtake? Don’t overthink the need to look different. Instead, focus on ensuring there’s a common connection between all of your posts, making it easy for your prospects to build a mental picture of an ultra-active agent who has their finger on the pulse of the local market. ?

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