Know-How Exchange : Taglines/Names

Barry has asked a lot of good questions. Branding is a lot more than a clever slogan or a memorable name. (" ... catchy and sophisticated" isn't a brand strategy.) A brand is a promise of specific performance, a consistent experience that your target audience can expect time after time, over a period of multiple purchase cycles. If you keep the promise over time, you'll build a strong brand. If you don't, you won't.

In your business -- unlike, say, consumer packaged goods (like toothpaste or laundry detergent) -- the repeat purchase cycle is measured in years, if not decades. That means that someone who really appreciates the service you give -- and values your brand -- won't be a customer again for a long time. Sure, they'll recommend you to friends, but that's a slow way to build a business.

You need to start by narrowing your target audience. You can't easily build a strong brand among a large and diverse audience unless you spend a lot of money -- more than would make sense in your business -- for a long time. Pick a segment -- like seniors who currently live in the Northeast, or young families living in your area who are ready to trade up, etc.

Understand that primary target audience really well -- better, perhaps, than they understand themselves. Then build your brand around that in-depth understanding of their needs. How would they define the perfect realtor? What did they like about the last realtor they dealt with? What did they dislike about him/her? What do they wish they had (in a realtor) that they can't find?

You probably need to step back from your "branding" issue and look at the overall marketing strategy for your business. Once you have that, develop a clear and distinctive positioning statement. That will become the foundation for your brand and for all the elements in your marketing mix.

If you're really serious about your marketing strategy, you may want to get a consultant to help you through these steps. It's a specialized area of marketing, and an experienced "expert" is going to do a much better job, faster than you could possibly do it yourself -- even with all the help we can give you here.

You might determine how important this is to you and what it is worth (in real dollars). Then you can post a project on the "Hire an Expert" board. Just click on "Post a Project" in the column at the right side of this page. If you're willing to pay a fair fee, you'll get a number of experts who will offer proposals to address your needs.

A catchy and sophisticated campaign alone won't build your brand. What's your unique selling proposition? What substantive benefit do you deliver that other realtors don't? Why should someone come to you? Good answers to those questions (and many of the ones Barry posed) will lead you to your marketing strategy, and that strategy will determine whether branding is the way to go or not.

Do you actually have a business or trading name you're using right now, or ae you looking to create one?

Tongue in cheek, I love the idea of something like: "Hurricane Michelle Realty. You'll be blown away by the service."

But some might think that's just bad taste...

A non-scientific consumer opinion for you:

The realtors, furniture hawkers, baptist ministers, used car dealers and discount carpet store owners who put their kids in their ads all come across as screwy amateurs. Don't do it. Please.

Realtors looking for taglines should read the responses on this earlier thread.

So much here for you to think about! I'll offer up a few more thoughts for you to chew on.

What I am gathering from reading your statements is that you feel what you do best is make your customers a part of your family, and the way that is most characterized is by the care you take with them. It made me think you take a "we'll leave the light on approach" just a bit further. Sort of a full service family, if you will. I imagine your part-timers really like the caretaking service.

I live in an area of FL that has TONS of people in real estate. One person has billboards strategically placed that say "Everyone knows it's Wendy" along with her photo and company information. I am told she is quite successful. I get postcards and various mailings from different realtors throughout the year and see other billboards, but none other stand out for me. Hers is catchy and memorable.

Good advice from others to use your kids with caution. I have seen some horrid commercials and watched these kids go from tot to teen and never get any better at it. I also know a young lady who did commercials on radio (not sure about TV) for her dad's restaurant business for years, and the ads were very good. When she began working at the restaurant, people actually came to meet her, so she was a bit of a celebrity and a draw for the business. She enjoyed this, so it was healthy for her. You will have to make the judgment as to whether your children will be good in ads (whatever media you may choose to use) and you will all be okay with attention they might receive as a result.

I think it is a good idea to define what is at the core of your business and who you most want to serve. This will help you keep a better focus, which if I understand correctly, is an issue for you.

All that said, I'll offer up some phrases based on what I see as a core element of your business from the information you have posted here, just in case it hits the mark or causes a spark.

Whether you're buying, selling, or financing, let our
full service family take care of your needs.

No matter where you live, you're home. Let our full service family serve your real estate needs.

Hope this helps, and good luck!

LA