What does it mean? How does it work? To describe it briefly, studies show that certain marketing materials are more effective lead generation tools when advertised in an unbranded or generic format rather than branded with your personalized names, team names, team logos, and photos.
We’ll show you the exact nature of how this type of marketing is used, show you when the use of each is appropriate, and introduce you to the tools that our members receive so you can employ these tactics immediately.
The difference between branded marketing and advertising is like the difference between shooting a bullet and throwing one. In a branded campaign, you are creating a presence in your market place and on the web that’s completely associated with your name and who you are (read: your brand). When you use a branded strategy, people are finding you and associating you with what you offer. Branding campaigns usually incorporate your name, website, address, phone number and your Unique Selling Proposition(s).
When you use a branded approach, you want people to see you and what you are. You want them to see the resources you offer, the professionalism associated with your brand. This marketing style is intended to separate you from your competition, define your specific brand and get people to move forward in working with you because, well, it’s you.
One of the main benefits of a branded strategy is that when people find you and seek you out, they are a more qualified lead. They know they are calling a real estate agent and they know that you provide certain services and charge a fee for them.
The level of branded advertising you do in your marketplace will be predicated on a few things, not the least of which is the current flow of leads you currently have. If you are generating enough leads to keep your business moving forward and continue to grow, then your marketing will be more branded then unbranded. Once your foundation is established, you want to gravitate towards branding to get more qualified leads and generate more inbound requests to do business with you.
Unbranded marketing gives you the opportunity to generate a much larger flow of leads to help grow your business. In an unbranded strategy, you make offers in your marketing and on the Internet for people to find out more about the homes and real estate services that are available to them in your area, but without making mention from whom these services are available.
The good news is that leads from unbranded marketing are far more copious than those from a branded campaign. The challenge is that the leads are less qualified. It’s not uncommon to get home viewing requests from Mickey Mouse, Superman and Donald Trump. While they all have deep pockets, it’s unlikely they’re looking in your area.
It’s important to not get discouraged when doing an unbranded campaign because there are great now buyers and sellers (and good pipeline opportunities) lurking among the “stars” hounding you for your services. In fact, most real estate super-stars built their businesses on unbranded marketing.
If you are in the earlier stages of your career or you are not generating enough leads to help your business grow, then a solid unbranded marketing campaign will get the leads flowing fast. In fact, a good unbranded campaign that is used in cooperation with an unbranded website can increase your business 300% in a short period of time. As with all marketing, it’s important to test your offers and whether or not they should be branded or unbranded campaigns. Once you get the results, you’ll know what works best and what doesn’t in your area.
To Implement this strategy into your Business, contact me.