The Logic Behind an Effective Logo: A Real Estate Professionals Greatest AssetWritten By: Lewis Fein
Competition within the real industry is keen. The contest to build awarenessto develop it with the same care as the construction of a residential building or a commercial propertyis essential. Nowhere is this effort more visible, and nowhere is what we see more impressionable, than it is within the world of marketing.
The vision before us is neither a billboard nor a barrage of TV and print advertisements, nor is it a collection of handbills and handouts. It is instead a real estate logo of memorable design, whose effect is to satisfy our desire to work with a specific professional. For that is what a logo should do: connect with the heart through the eyes.
Having reviewed a collection of real estate logo templates, I can attest to that assertion.
It should create an emotional connection, which encapsulates a series of valuesa set of feelings, from warmth and confidence to contentment and a wellspring of affectionfor a person or product to whom you are loyal and for whom your testimonials are grand.
The right logo can do that and more, provided you go beyond the generic and embrace greatness. Put another way, how can you stand apart from the competition when you do not stand out from any of your competitors? To ask the question is to answer it, because identity is the foundation of any successful brand; because an icona logois the expression of ones identity; because a logo is a property unto itself, whose worth increases with attention to detail and continual maintenance; because a logo is the most affordable means to affect positive change.
The more real estate agents adopt this strategy, the better we will all be. I say that because we often have to make quick decisions; and what we doin an emergency or in the course of our everyday livesis inseparable from what we see, be it something as simple as spotting the white-on-blue H symbol for a nearby hospital so doctors can help us, or passing a signpost that bears a real estate agents name and logo.
That logo should not be a passing memory. It should remind us to act or act as reminder that there is a professional who can represent us. There is an expert who can ease our sale or purchase of a house. There is someone of experience eager to assist us, period.
A logo that conveys those principles is powerful, indeed. It is, at a minimum, what any good communicator should have. It is also what transforms the good into something great.
I exaggerate not in the slightest. Not when so many spend so much time and money on marketing that yields so little benefit. Not when the best visual tool can verbalize more ideas than we can articulate. Not when the right logo has the right logic.
How real estate agents use this tool is up to them. That they have itthat they have no choice not to use itis up to us.
Let us ensure they use it well.
Lewis Fein: A writer and branding consultant, Lewis Fein covers the real estate industry, technology, and marketing, among other issues. A graduate of The Emory University School of Law, Lewis resides in Southern California. You may reach him at .
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