With demand for rental accommodation continuing to rise, it’s safe to say that the UK lettings market is in rude health at the moment. By the end of 2021, a quarter of all homes are expected to rent privately, and 65% of all homes in London will be rented by 2025.
It’s a good time to be an agent, and it can be an even better time if you nail your branding. Agents who can resonate with landlords through effective branding will fare better than their competition. But how do you communicate your winning formula to landlords and renters?
In this guide, we’re bringing you the lowdown on all things branding with four quickfire tips to help you create a brand for your letting agency.
1) The importance of branding
The look and feel of your agency is vital for getting clients through the door. It’s what makes a landlord or renter pick up the phone, fire off an email or send a DM to make an enquiry. Branding is so much more than a logo or slogan; it says who your agency is and how it behaves.
It sets the tone and is the identity for you, your team members and everything related to the agency. Good branding can make clients get in touch. Poor branding can do the opposite, driving them to your competition.
2) How to build a winning letting agency brand
Everything starts with your audience. Before you can create a winning brand, you will need to understand how your audience behaves. You should think about your services and the landlords and renters they’re tailored to.
Are you the agency that works with portfolio landlords? Do you have a knack for helping out accidental landlords? Are the renters coming through your doors looking for high-end homes? All these questions need answering before you can create powerful branding. Working out who your customers are and who they aren’t will put you in a strong position to communicate your agency’s brand effectively.
3) Getting the messaging architecture right
Once you’ve understood your customer personas, it’s time to work on a messaging architecture. Everything you say and do will be created with your target audience in mind, and it should feature in all of your agency’s communications, from marketing materials to how you talk on the phone.
Create several customer personas (the type of people who will use your agency) and craft your messaging so that it speaks to these people. The result will be a refined messaging architecture that hits the right notes and resonates with your target audience.
4) It’s all about the USP
You only need to walk down any high street in the UK to see the plethora of options when it comes to letting agents. It’s a competitive market, which means you need to find a way to stand out from the crowd. Therefore, you’ll need to create a unique selling point (USP).
For example, you might become the agency of information, creating lots of content around renting and exerting yourself as a thought leader. Whatever you USP, it needs to be clear and compelling – something that your target audience desires.
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Your branding defines everything about your agency, and it’s not something you should rush into. But once you’ve found the sweet spot, you can create a brand that attracts your target audience and helps increase the number of landlords and renters using your agency.