For real estate agents, it is of central importance to have a continually reinforced positive image: conveyed through every piece of your collateral that a client or prospect will come in contact with. It should also be clearly designed to attract your target customers. If you find that your business image is not attracting the clients you want, you should redesign it. In researching the market you are targeting with you image, take into account:
- Your target market will need to be large enough to pull in acceptable revenue
- You must be in a position to provide the service they will expect
- What features and benefits your products or services provide
- What your competitors provide
- What your target market likes about your competitors
If you decide that it is necessary to recreate your business image, take these steps:
1. Avoid mismatching
If you are looking to market to luxury buyers, don't bother pushing your money-saving deals. Make your marketing focus on style, convenience, and comfort. Likewise, a business that is targeting bargain buyers shouldn't advertise their highest priced services in place of more moderately priced items that would appeal better to the target market.
2. Make your image narrow
It's best to do one thing and to do it very well. If you try to do everything, your business loses focus.
3. Use clear language
Make it blatantly clear what it is that you do. This can be done in a tagline or in the business name. Simple business names are usually best, like Johnson's Hardware. If people are confused about what it is you do, they won't be likely to come to you for anything.
4. Redesign your business materials
Using a uniform color combination and typeface is key to building a recognizable business image, or brand. If you don't have a logo, hire an artist or a marketing company to design one. Make sure it is easy to read and professional looking, then put it on your business cards, stationery and other marketing materials.
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