Think of your favorite brand. Think of Apple. Nike. Red Bull. Besides multi-million dollar profits, these companies all share one common characteristic: a strong brand voice. In fact, your favorite brand’s voice is probably part of the reason why you like them so much.

Let’s take the first example: Apple and their “Think Different” campaign. Their brand voice is simplistic, meant to create a sense of empowerment and awe in our minds. Apple also uses its brand voice to create an emotional connection between us and its technology.  And what about real estate? Yeah, you guys can have a brand voice, too. Just take a look at one of Century 21’s memorable ads below.

In these ads, Century 21 uses playful language and the occasional pun to capture our attention. They breathe life into their agents and give them a boost of personality. Who wouldn’t want to do their real estate business with a supposed shark diver? Real estate agents can take a tip or two from these media giants to develop their brand voice and build trust with their clients. If you read our post about “How to Create a Vision for Your Social Media Presence,” you’ve probably already contemplated your brand voice. Why is a strong brand voice so important for real estate? Because it’s refreshing to hear a brand talk to its fans like good friends instead of customers. It resonates. 

Keep reading to learn more about how to develop your real estate brand voice.

How to Create a Brand Voice for Real Estate

1. Think about your product and business values.

Do you sell high-end luxury homes on the Cape? Cabins in the woods? Depending on your specialization in real estate, your brand’s voice can be informative, endearing, funny, or silly. You’d probably go with an informative tone for your brand if you specialized in helping clients navigate the complicated waters of short sales. On the other hand, you’d probably use a fun voice to get first-time homebuyers comfortable with the home buying process. What value do you want to provide to your clients at the end of the day?

2. Think about what voices your clients use. Which voice will most likely resonate with them?

This question goes hand-in-hand with the last. How do your clients want you to talk to them? Put yourself in your client’s shoes. When a buyer wants more information about the pre-qualification process, they probably want clear instructions – not knock-knock jokes.

3. Think about vocabulary.

What kind of language is appropriate for your company and clients? Is there well-known slang in your sphere of real estate? Does that slang communicate meaning in a better way than the proper use? Keep in mind that there are thousands of ways to communicate the same idea – even punctuation can change the tone of your message: “New listings!” “See what’s new in our inventory.” “Check out the newest homes in our little slice of heaven.”

4. Is humor appropriate? Sarcasm? When?

Humor (and maybe a dash of sarcasm) can often effectively build your brand’s voice, but you should be careful to use them appropriately. Again, think about how your clients feel about your product or services. If the subject at hand is particularly serious, better to skip the humor in favor of a more straightforward approach.

Your brand’s voice determines how your audience views you on and offline. Taking the time to develop your specialization and learn the tools and language your audience uses helps you understand your goal with your brand’s voice. Learning how to use that voice effectively is knowing that tone and vocabulary hold all the power. Have you ever misinterpreted a text to mean something different than intended? You especially want to avoid that with your brand, so get to know your audience and be clear in your messaging.

Looking for a real estate website that perfectly captures your brand? Reach out and we can discuss your goals together!