CREATE A Tagline

One of the most important components of a successful real estate business

is reputation. You need to build a reputation for great service, expertise,

negotiation skills and presence in your local community. The second

element to creating a reputation for excellence is making sure

you are memorable to your targeted market. How you brand yourself and

your business is critical to ensure you are the first agent that consumers think

of when they are ready to buy or sell. A great tagline is the key to developing

a strong branding concept.

A tagline is a simple phrase which allows your prospects to remember you.

You’ve heard many of these taglines in your daily life. Do these sound

familiar?

Creating A Tagline

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Your tagline can be as creative as you like. The most important aspect is that

it’s memorable and that it conveys the message you intend. Your tagline

should reflect your personality and that of your business. Remember that

your tagline will become the focal point for your business marketing and

branding, so it’s worth spending the time and thought to create a great one.

Tips for Creating a Great Tagline

• Know Your Audience – First and foremost, consider who you are trying to

attract. While it’s tempting to try and attract every possible client, but the

most successful agents have a niche market and market specifically to them.

For example, a used car dealer might have an advertisement which focuses

on value and financing; while a luxury car dealer might show their customer

drinking champagne in the showroom.

Who are you trying to target? Do you specialize in horse properties or

waterfront homes? Are you a condo specialist or work in a luxury market? Sit

down and create a profile of your ideal client and target your tagline to that

profile.

• Keep it Simple – Your tagline needs to be easy to remember; short and

sweet is best. The best brand slogans/taglines are easy to remember,

catchy and instantly evoke the desired effect. Remember the “Got Milk”

phrase? Have you ever used this tagline while eating a peanut butter

sandwich?

Creating A Tagline

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Get Creative – A tagline can be fun; in fact the most memorable taglines are

the most creative. Who doesn’t remember, “Can you hear me now? when

Verizon first launched that marketing campaign with their new tagline? This

is an easy example of a fun and catchy phrase, but remember that your

tagline must not only define your business. Make sure to also showcase your

style and most importantly – be easy to remember.

• Be Different – This is your opportunity to differentiate yourself from the

competition. Don’t use common phrases or platitudes. What truly makes you

different? One successful real estate team used the tagline “We’re all moms

– Just like you.” This team of all working mothers wanted to target the

suburban moms/families in their market who value great schools, safe

streets and nice parks. Does this limit their scope? Not necessarily. By

creating the sense of a caring team of agents who are raising families and

understand the needs of families, this team was very successful in their

market which consisted of starter homes, move-up homes and

retirement communities. Remember to market to your client profile.

Creating A Tagline

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• Be Specific – A tagline is short; consisting of a few words. Each word needs

to count. Drill down your message to its essence and work with these ideas.

What do you want your client to remember about you? “Here for the close –

Here for life.” This was a tagline used by an agent who had a robust system

for staying in touch; 80% of her business comes from referrals. What do you

want your audience to remember about you?

Successful branding is perhaps the most important components of a

successful real estate business. Repeat business and referrals should be

easy to attract, after all these are happy former clients. Yet so many real

estate agent fail because they fail to keep their past clients involved in their

business. A memorable tagline is one way to make sure your prospects

remember you when they are ready for their next real estate move.

Creating A Tagline