Branding to Power Partnerships

How tailor-made branding can grow your team

Alex Day, Creative Director, The Shanna Day Team

Your recruiting efforts are fruitful and people are showing interest in joining your team. They’ve had an initial conversation with you, perhaps attended a career night, and are close to signing. What’s the next step to them successfully signing with your team? The answer: personal branding.

By showcasing for recruits the suite of tailor-made and branded collateral they can have on day one, you help them experience the feeling of being on-brand within a partnership that boosts their business.

Studies show a strong, consistent brand leads to more recognition; more recognition leads to inspired team members, greater trust in the marketplace, and ultimately more business. I have been in the real estate industry for five years, now focused on recruiting, retention, and team growth through brand recognition. Prior to joining the Shanna Day Team, I ran a creative agency catering to some of Arizona’s most iconic brands.

Creating Branded Collateral

During the recruiting stage, display your brand kit to showcase all of the possibilities to your recruits. Once they sign, offer them a tailor-made, branded collateral kit with the scripts, strategies, and solutions to market their business from day one. Take a look at what my team includes and how we implement our tools.

A press release detailing their new career path

A press release should include a bio about the new agent and a quote from them about what excites them most about being a part of the team and one from the team leader about why the team is looking forward to partnering with this individual.

Our releases emphasize the team’s value propositions on either the agent experience while working there or why consumers should choose our team to do business with.

We post this on the agent’s website blog. The agent then reposts the blog article to their social media accounts, driving traffic to their new website.

New business cards and nametag

Getting our agents’ business cards with a nametag as quickly as possible gets them excited about being a part of a team. More than 50% of our recruiting pipeline is generated with referrals from recent recruits, since they love everything they receive from the team in their first two weeks, and are so excited to share!

Available on store.place.com.

Pop-bys

We like to prepare their first month of pop-bys with new business cards. “Your neighborhood’s trusted real estate agent,” is a great foundation for building brand awareness. Pop-bys are best handdelivered by the agent, accompanied by face-to-face conversations with as many contacts in their farm area as possible.

Our team shows prospective recruits a visual calendar of their entire ensuing year, right down to the marketing materials available to them each month. We love how showing them what we offer to help build their business excites each of our new recruits.

Agent farming postcards

Designed to generate brand awareness, postcards to the agent’s farm area are so easy to send. Ours usually include a message of, “Your neighborhood’s trusted real estate agent,” with some market stats or recently sold properties on the back.

Available on PLACE Marketer.

Staging and selling lead magnet

Our agents get a branded booklet designed for prospective sellers teaching them how to stage and prepare for showings, individualized with their headshot, name, and phone number.

This printed booklet, with their information professionally presented both inside and on the cover, is the tangible, product-in-hand they need to feel they have a real business when meeting with prospective clients. One simple booklet, even when agents are brand-new, helps them understand the value they can deliver to prospective sellers, giving them valuable confidence to farm for listings.

Nine questions lead magnet

Agents on our team also get a branded booklet designed for prospective buyers and sellers covering, “Nine questions to ask your Realtor® before hiring one, and the answers you want to hear.” The newly recruited agent delivers a tangible, eye-catching, and professional item of value to clients.

The agent is branded on every page of this material; the same material also trains the agent on answering the inevitable questions a client will ask, and how to handle common objections like, “Why are you worth 6%?” The booklet is as functional at getting agent recruits to feel valuable as it is providing equally valuable information to their clients.

FSBO/canceled/expireds lead magnet

We also give agents on our team a branded booklet that functions as a free guide for FSBO/Canceled/Expireds to get their homes on the market successfully a second time. This huge portion of the market is currently up for grabs. Our team generates these leads for our agents daily; when an agent claims a lead, one of their tasks is to mail or drop off a branded booklet to the owner.

Not only does it position the agent as an expert, it brands with their name, number, and headshot, giving newly recruited agents confidence to go after a huge pool of leads. We’ve watched this practice generate immediate business.

Social media templates

We announce every new recruit on multiple social media platforms. Our team has a variety of templates to choose from for creating social media announcements. These announcements usually pull elements from the press release, including quotes from both the team leader and new team member. PLACE Marketer has made it easy to customize these templates and make them your own.

We’ve found it’s most effective to create both a story and a post to generate optimal interest.

Available on PLACE Marketer.

Email templates

Upon joining the team, we provide a series of three emails to the recruit’s database which always redirects to the agent’s new website. The first email centers on the new career move, building brand awareness, and the new partnership.

The second email highlights the benefits of the team’s enhanced transparency and communication to the consumer for their real estate needs.

Third email emphasis — it might be a new team, but working within the same community prepares them to help them buy, sell or invest in real estate. This final email features available tools, including listing alerts and market reports.

Tap into templates via PLACE marketer

Already using PLACE CRM? You can locate many of these templates on PLACE Marketer and store.place.com.

Need a personal consultation or custom design work? Reach out to design@place.com