Product, Service, and Personality Branding

We do it all in rel estate! So let’s take a look at these three branding components and how they integrate into a branding strategy.


Product Branding

In the Real Estate Industry, our product is the house we are marketing for sale. How we brand our listings is critical to out overall success. The brochures, flyers, for sale sign, online marketing, open house, etc., are all a reflection of us and our brand.

Service Branding

Our job is to serve buyers and sellers who are transacting in real estate. We are in such a service industry. Unlike a product where you can create a brand that a client can see and touch, branding your service is a little more difficult. You need to create opportunities for consumers to engage and experience your service brand in order to really establish yourself.

Personality Branding

It’s long been said that people do business with people they know, like, and trust. That couldn’t be and truer in the real estate business, where top agents leverage their personality to attract clients, retain them, and win referrals. Working personality into your branding strategy is key to opening up and building a long term business that you will enjoy and have fun with.

Combining Product, Service, and Personality Branding

To understand how these three components of branding work together, think of Four Seasons Hotels. The product they are branding is a hotel room. They are world famous for their service. Every employee is deeply committed to providing an unparalleled level of service to their customer. No matter where in the world you travel, if you are staying in a Four Seasons Hotel or you mention the Four Seasons brand, quality is a brand attribute that comes to mind.

Apple is another example is a fully integrated branding strategy. Apple’s list of products have grown over the years, but they have stayed true to their design style and identity. When you see an Apple product; you can immediately identity it as one. Apple’s service has become legendary. Apple has excelled in the ares of personality branding. Apple is just cool! If you use an apple product, it says something about you. Own it, and by extension, you have gotten an immediate identifiably personality.

Collectively, the combination of product, service, and personality branding are the foundation for a successful real estate brand. They are like a three legged stool – without one or more, your brand will be out of balance and ineffective.


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