Are you looking to take your real estate business and brand to the next level? Today we’re discussing one of the most overlooked and effective marketing techniques: the slogan. A good slogan is an essential technique in your overall marketing strategy, as it speaks to your clients before you do. For example, famous slogans like “Snap, Crackle, Pop” and “Because you’re worth it” trigger instant brand recognition. However, with all the tasks agents face, coming up with a catchy one-liner for marketing may not be on your radar.
So, what qualities make a slogan great? You should aim to make it short, simple, clear and memorable. Create a slogan that suggests hyperlocal authority, differentiates you from other agents and complements your business name and logo. What does your slogan say about you? If it could use some help, follow our guide on how to create a winning real estate slogan!
Types of Real Estate Slogan
The type of slogan you choose will depend on your brand’s identity, culture and business goals. The first step of building yours is zeroing in on the type that will best suit your business. See below for the five main types of slogan in the real estate industry.
A business slogan speaks to the services your business provides. It’s typically action-oriented and clarifies the philosophy of the business. For example, a slogan like “Client Focused. Results Driven” directly communicates the type of experience clients can expect to have when they work with that agent.
Persuasive slogans run the highest risk of being too cliché, but when done right, can highlight your success in a way that’s playful and magnetizing. Examples include, “Highly ranked for a reason” and “Unrivaled. Unmatched.”
Emotive slogans work to give your audience a particular feeling or fulfill an emotional need with your service. Whether it’s safety, excitement.
Dynamic and often humorous, creative slogans are designed to grab attention. To be successful, these slogans must both entertain and speak to the effectiveness of your business. A good example of a creative slogan is The Dollar Shave Club’s “Shave time, Shave money.” If you’re going for a creative slogan, make sure it’s in line with your brand’s image and target audience.
A descriptive slogan simply describes the service being offered. If your real estate business has a unique feature in your local area, a slogan such as “Chicago’s First Sustainable Brokerage” could be sufficient to generate curiosity.
Tips to Create a Winning Real Estate Slogan
Now that you’ve decided on the type of slogan, it’s time to finesse your message. To help you clarify your objective, ask yourself what you want to see for your clients and what their biggest fears are. Below are some of our best tips as you craft your winning real estate slogan.
The best way to connect with a client is to think like that client. Find out your target demographic’s goals and build a slogan that communicates your value to them.
The Rule of Three
The “rule of three” says that slogans with three main ideas or words are inherently more memorable and effective. For example, the Constitution’s “Life, liberty, and the pursuit of happiness” has stood the test of time.
Use Your Logo
Your slogan works hand-in-hand with your logo – the visual symbol of your brand. Therefore, you should draw from the visual when you create the verbal. Design a slogan that complements your logo and conveys your brand’s purpose and value.
Use Your Clients’ Vocabulary
The real estate vocabulary you use with other real estate professionals is likely different from the casual language your clients use to speak about home buying. Relate to your clients and inspire confidence by getting on their level when it comes to word choice.
To use clever vocabulary without sounding cheesy, think about words that have to do with your product, then search for rhymes, synonyms and alternate definitions of words or puns. Bounty, for example, nails this technique with their slogan, “The quicker picker upper.”
If you put the work into your slogan, your slogan will work for you. With just a few specific, clear, and intentional words, your slogan will increase brand recognition in your region, enhance your image and attract new clients. Do you have a slogan that works? Share your experience, questions and suggestions in the comments below!