June 25, 2019
Joe Fairless

Build an Authentic Brand through Business Storytelling & Building Connections

Why exactly did you decide to get into real estate? If you’re like many investors, chances are that the first answer that comes to mind is having more freedom. But if you dig deep, you’d likely uncover a slew of other reasons for building a real estate brand.

Perhaps you remember having a positive renting experience years ago and would like to deliver that same experience to current tenants. Or maybe a family member was in real estate and has instilled in you a passion for the same. Maybe you simply like owning a high-value asset that, unlike stocks, you can actually touch with your hands.

Whatever the reason, it’s critical that you understand why you’re in the real estate game. Then, you can use this awareness to sell yourself through effective business storytelling. Here is a rundown on how to brand your company in the real estate world through business storytelling and building connections.

Solidify Your Vision

An important step in telling your story as a real estate company is to first determine what that story is. If you don’t have a foundation of values and goals, your brand’s messaging may end up being confusing and even inconsistent.

So, first, determine what your company’s purpose is. Ideally, your goal should be to generate the financial returns you’re looking for while also helping to meet people’s needs, thus adding value to society at large. The people you may be striving to help include the prospective tenants who will rent one of your apartment investments or fellow investors who are looking for that next great deal to join in on, for instance.

Communicate Your Company’s Core Values

Once your real estate brand features a strong vision, it will naturally develop strong values. Your job as the founder is to use business storytelling to communicate these ethics to your audience and build a connection between the two.

Ideally, you should pinpoint between three and five main ideals that you have built your business on as you navigate how to brand your company. Then, ask yourself why each of these values is essential. How does each one serve your vision in the real estate world?

For example, one of your core ideals could be to embrace opportunities, which include being creative and flexible in your company’s approach to seeking and securing deals. You could also emphasize that you value integrity, which may help you to attract tenants who are looking for a forthright and honest landlord.

Produce Compelling and Authentic Content as Part of Your Business Storytelling Efforts

Now that you have created a solid vision, identified your target audience members, and selected your company’s core values, it’s time for you to create a brand language that will help you to tell your unique story. This brand language certainly includes written words, but it also includes visuals. This content can be displayed in the form of posts on social media, in a blog, or on your real estate company’s website.

No matter where you place the content, make sure that it echoes your company’s core values and mission. You should view the content you create as a puzzle piece that fits your business’s overall picture in the real estate world. Most importantly, you need to be authentic to capture not just the eyes and the minds of your target audience but also their hearts.

Keep Your Business Storytelling Simple from the Start

One of the biggest mistakes people make when they set out to tell their businesses’ stories is that they complicate the process. As you work on figuring out how to brand your company, stay focused on three core things from the start: your business problem, your solution, and your success. That’s all you need to determine your vision, identify your core values, and effectively tell your story.

A Glimpse at the Steps of Business Storytelling

For instance, as you work on creating content for your website, first think about the beginning of your story—the problem you initially attempted to solve through your business. Maybe you wanted to provide more rental options in a certain area of town.

Then, identify the middle—how you solved the problem. In your case, maybe you purchased several properties that offer the types of amenities that local residents are seeking in that area of town.

Finally, determine the end—the success you’ve had in meeting the needs of tenants in the local area. Your end should create optimism for your audience.

All in all, your real estate story can appeal to tenants interested in renting from you, as well as investors interested in partnering with you on future deals. With the right story—one that isn’t too complicated—you can easily build trust with your audience.

Be Personable in Your Business Storytelling

Another important part of mastering how to brand your company is making sure that your personality shines through in your business’s story. As mentioned earlier, it is critical that you are authentic and make your personal values your real estate company’s values. This will help to ensure that your brand is totally unique.

Remember that, in the end, the people who will work with you on an investor or a tenant level will be drawn to you, not necessarily to your company. That’s because people partner with and buy from other people. In light of this, make sure that you are visible in your brand, as this will enable you to build important connections and successfully drive the brand forward.

Start Engaging in Effective Business Storytelling Today!

As a real estate business owner, you may understand the importance of branding your company, but you might be unsure about how to go about it. Fortunately, you don’t have to navigate this process alone.

I can help you to tap into the power of storytelling to successfully market your company to your target audience every time. With my help, you can confidently create engaging, memorable, and profitable messaging for your business. Contact me to learn more about how you can strengthen loyalty to your real estate brand and achieve your financial goals in the months and years ahead.

Disclaimer: The views and opinions expressed in this blog post are provided for informational purposes only, and should not be construed as an offer to buy or sell any securities or to make or consider any investment or course of action.

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