Realtors often forget that branding is body language.

Most of us would agree that our body language speaks louder than our words.

But for most real estate companies, the visual side of their communication is the last thing they consider. (If they consider it at all.)

The result? An epidemic of brand-body forgetfulness that has infected the entire housing industry. That’s alarming at best…downright embarrassing at worst.

Because the Average Soulless Real Estate Brand slumps in the room. Mumbles under its breath. Stares blankly at the floor. Picks awkwardly at itself. Forgets how to breathe.

Etc, etc. 

We respect our own selves enough to never hire a salesperson who gave this impression — and yet thousands of Realtors keep delivering logos, websites, client magazines, flyers, business cards, and digital templates that do.

It’s indefensible, really.

Especially in a dramatically digital landscape, if the only way you’re presenting yourself is via excellent verbal scripts and sales techniques, then you’re:

• Missing the point of client-first interactions that convert;
   
• Using band-aid marketing tactics to boost your bottom lines without actually solving long-term brand problems;
   
• Lacking the kind of substance, honesty and humanity that every good brand needs to emotionally move people for life.
  
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Real estate brands with fabulous body language do three things well.

01 – They go beyond the “logo” to create a complete visual system. One that doesn’t lose its beauty or brains in a bet with the Average Agent Stuff and (can we say it?) tired roofline logos on black n’ gold repeat.

02 – They shun the mediocrity and actually respect their audience. That means they’ve built a brand story that is true to them and charmingly choose-able, with an original point of view.

03 – They’ve committed to branding as a serious, confident initiative (not some frivolous, feel-good team exercise). That means they present with great design that speaks to the gut (where decisions are made), built on the basis of crystal-clear strategy and heart-skipping creativity.

All of that takes work. Time. Money.

It takes paying attention.

Paying attention, according my favorite poet, Mary Oliver, is “our endless and proper work.” In other words, we have to stop mindlessly switching to autopilot.

If you can vomit up all the filthy, sugary kool-aid (including real estate messaging kool-aid) you’ve been taught to believe about Realtor Branding, you can walk about this brave new marketing world like you have the right to be here.

Like you have real, high-quality truth to reflect about your company.

Like you have what it takes to emotionally move people and help them truly belong somewhere.

Because you do. 

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P.S – What’s BLUEPRINT, again? 

We’re a gaggle of designers, writers, and creatives on a mission to change the branding narrative in real estate.

We offer a signature branding service and the industry’s most elegant and high-converting digital products to help modern, stylish Realtors do three things:

➝ Communicate their worth;

➝ Become the obvious choice;

➝ Tell the right stories to stand out + SELL more.

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