Believe it or not, branding your real estate brokerage firm is a game-changer. All too often, branding for real estate is not taken seriously.

No worries.

We’re here to tell you exactly what you’re missing out on. And while we’re at it, we’ll break a couple of myths about brokerage marketing and branding. Let us let you in on a little secret – building your brand doesn’t have to be a frustrating, century-long process. If you have the right tools at your disposal.

Which tool, you ask?

Say hello to my little friend – the brand management software. This bad boy will help you manage your brand with ease.

What Is Real Estate Branding?

Branding is an investment, not an expense. Because it will set your business apart from the competition and help you attract customers and real estate agents.

Despite common sense – branding isn’t just about logos and websites. While visual elements, such as logos, fonts, or images, are part of the brand’s identity, a brand is so much more than that.

A brand tells a unique story, has a distinctive personality, and ultimately it creates one-of-a-kind experiences for clients that reflect their values and interests. Think of a brand as you would think of a person. We’re all unique.

Branding your real estate brokerage is all about conveying your unique selling proposition. It’s about creating a consistent experience across channels with the goal of being memorable.

And opportunities don’t come to those who wait. They come to those, go out there and make the most of it.

Importance of Branding For Real Estate Brokers

Real estate brokers, like everyone else in business, constantly compete for clients. And just like all service or product providers, they need to brand their business.

Because in a pool of endless choices, the winning brokerage firm is the one that stands out from the crowd. And that’s impossible without branding.

Without further ado, here are the top reasons why branding for real estate is compulsory.

1. It Allows for Personal Branding for Real Estate Under Your Brokerage Umbrella

It Allows for Personal Branding for Real Estate Under Your Brokerage Umbrella Source

When you hire a realtor to work for you, they are likely bringing in clients and deals on their own. This is great, and it’s something that should be celebrated by the brokerage.

However, there comes the point when an agent becomes so successful and so good at what they do that they become more than just one of your agents—they become a personal brand. And just like any brand, it needs marketing and consistency.

If your brokerage doesn’t have a brand identity, it can be pretty difficult to host different real estate agents and their personal brands. Branding your real estate brokerage firm ensures that every real estate agent establishes their personal brand identity while also being consistent with the branding of your firm.

2. Branding Your Real Estate Brokerage Firm Gives You a Competitive Edge

Branding Your Real Estate Brokerage Firm Gives You Competitive Edge Source

In the competitive real estate industry, it’s vital to have a recognizable brand that can help you stand out from the competition. Every brokerage firm has its unique selling points – and branding is all about sharing the unique value you bring to the table.

That, along with conveying your values through your branding – makes prospective customers choose you over other brokerage businesses.

3. Branding Attracts Top Talent

Branding for Real Estate Attracts Top Talent Source

Creating a name for your brokerage company will attract real estate agents your way.

Think about it – nobody wants to work with no-name real estate companies – realtors and real estate agents understand that it will bring them no exposure.

However, every real estate agent will want a piece of the pie if your company is reputable for its excellence of service.

Investing in brand development and management strategies will pay off in the long run. Every real estate agent will want a piece of the pie if your company is reputable for its excellence of service.

4. Brand Awareness and New Leads

Brand Awareness and New Leads Source

Branded content should be a part of your brokerage marketing strategy from the very beginning.

Whether we’re talking about open house brochures, property listings on MLS or Facebook, event announcements, business cards, or informative social media posts – your brand has to be evermore present.

I know it sounds like a pain in the nail – but this work of creating consistent content that aligns with your brand will ensure that your brokerage company is the first thing that pops up in people’s minds when they want to sell or buy a home.

To prove it, let’s do a thought exercise.

Think of smartphones. What comes to mind? If you haven’t been living under a rock, brands like Apple and Android popped into your mind.

That’s your goal. To be the first real estate company that comes to mind when people are looking for agents.

And that’s the power of real estate branding.

5. SEO Visibility

SEO Visibility Source

Whether we’re talking about a website or social media branding, smart strategies will make you grow your organic traffic like crazy.

Because it will increase your visibility on search engines like Google. To improve your rankings and pop-up on Google’s first page, you need keyword research, consistent brand messaging, and a consistent brand design.

6. Branding Increases the Value of the Company

Branding for Real Estate Increases the Value of the Company Source

Most people aren’t looking for cheap real estate services. Quality is what they are after.

Consistent branding, through digital and print materials, high-quality photos, and stellar testimonials – will increase the value of your real estate company.

Because carefully-cured brands that stand the test of time value professionalism and quality work. And that creates brand trust – a key element to driving more sales.

Why You Need to Invest In a Brand Management Solution For Your Brokerage

Branding for real estate brokerage companies is different from branding for your personal real estate business. Both take up time and effort, don’t get me wrong.

However, maintaining brand consistency in an office with 5, 10, or 50 real estate agents is savage. Not in a good way.

Unless you invest in a brand management solution. Here’s why brand management software is a must if you’re a broker.

Brand Consistency

Brand Consistency Source

Brand management solutions allow users to store, edit, access, and share brand assets such as logos, fonts, illustrations, or design templates. More so, they come equipped with a brand portal.

These features are a godsend when branding for real estate companies. Creating brand-consistent marketing materials for you and other real estate agents is a piece of cake with a brand asset management tool.

More so, brand guidelines and assets are stored in a single source of truth. Using the right assets to match the brand’s soul will be easy.

Brand management tools bring real estate agents under the same roof – everyone can put their own spin on property listings, open house flyers, or social media posts while also sticking to the brand’s identity.

Time Saver

Time Saver Source

Brokerage marketing takes time. I’m sure you know a thing or two about this. Coming up with keyword-rich yet compelling property descriptions and advertising online is a job in itself.

But that’s not all – formatting, adding imagery and illustrations, shapes, and brand elements to visual content can take hours. Especially if you’re not a designer.

Why spend all that time on creating visual content when you can do it in minutes? Brand management solutions come with design templates. All you have to do is customize these templates with locked-in brand elements, such as color schemes and logos, and upload them to the platform.

Then, the real estate agent can customize them to create property listings or any needed materials– in minutes.

Pretty neat, huh?

Quality Content

Quality Content Source

With their content creation features, brand management tools ensure that you and your team create quality content. Every time.

In addition to that, the brand guidelines and easy upload of brand assets ensure that nobody uses outdated elements. If one of your team members has already created a property listing post, everyone will know right away. This will prevent any duplicate content creation.

Track Content Performance

Track Content Performance Source

Brokers and real estate agents are always open and seeking to improve their selling and pitching skills. Well, the analytic feature is a handy tool in that regard.

Let’s say you just had a listing presentation.

And you shared a link with your clients so they can check out the presentation when they wish. If the listing presentation is uploaded to your brand management platform, you can share it directly with clients.

Then, you can see which pages they are engaging with more.

Digital and Print Marketing

Digital and Print Marketing


When it comes to brokerage marketing, you need both digital and print. Open house flyers are handy to leave on a coffee table. Business cards still leave a lasting impression.

And event flyers around the neighbourhood might attract quite a crowd.

With brand management software, you can easily create marketing materials – for print and digital. Conversions features, as well as automatic bleed and trim lines, make it a breeze to create real estate materials that bring you new clients and top talent.

MLS Connect

MLS Connect with Xara

Our very own brand management solution, Xara Cloud, was crafted with the needs of real estate agents in mind.

Xara Cloud integrates seamlessly with your MLS account – this way, you can automate the process of adding property listing data to your marketing materials. Then, add visual elements to customize your real estate listings and share them – on social media, your website, or with your printer.

Branding For Real Estate – A Worthwhile Investment

In the end, branding is about creating a strong identity for your brokerage. It’s about building awareness, creating loyalty, and giving potential clients something to remember.

It’s easier to achieve all these goals if you have a brand management tool. And Xara Cloud works seamlessly for brokerage marketing. But don’t take our word for it. Here’s a snippet of our customer success story:

“Xara has saved me hundreds in my marketing budget, but more importantly, Xara has saved me thousands of dollars in my time spent. The ease of use and ability to have one-click branding makes Xara my perfect marketing partner.“ – Mark Dijohn, Real Estate Agent of Century 21

Ready to grow your real estate brand? Join over 52,000 happy customers and take the first step to transform your brand.

Start to scale your Real Estate Content with Xara