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My Unpopular Opinion About Real Estate Visual Branding


I have an unpopular opinion about visual branding (logos) for real estate professionals, and I'm not afraid to shout it from the rooftop. Actually, I'm shouting ABOUT the rooftops. They've got to GO if they're in your visual brand. To quote our friend Katie Lance, "You are swimming in a sea of sameness."



Let me give you a little exercise to prove my point. Head over to Google Images and search these terms:

  • Real estate logo

  • Roofer logo

  • Contractor logo

  • Builder logo

  • Mortgage broker logo

Did you do it? What did you see? Roofline after roofline after roofline. It's tired, overused, and not unique to what you do! So what do you do about it? 


Here are a few tips:


  1. Create Your Vision: Do a deep dive into colors, visuals, and typefaces that express your personal brand's personality. Create a vision board—not one about your dream vacation or your fitness goals, but one full of images that you think express the personality of your real estate brand.

  2. Consider your Audience: Consider your audience and the niche you want to serve. What will appeal to them? What is important to them? Where do they live, and what is unique about that place? We recently met with a client in Louisville, KY, who fully embraces this: Finish Line Realty. No rooflines in their logo! They highlight that Louisville is known for the Kentucky Derby horse race, and they've built their brand around it. Bravo, Finish Line! 

  3. Capitalize on your name: As an agent, your name is the most critical thing you want people to remember about you. Creating a visual identity that uniquely highlights your name is a fantastic way to make it memorable. Our client, Darci Gillespie, wanted a unique way to showcase her name and personal style while coordinating with her brokerage brand. Check out the work we did for her here.


Does this get the wheels turning for you? Do you have thoughts on elevating your brand and ditching that roof once and for all?


Let us know in the comments!



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