Building a Strong Brand

The best thing to do when the economy slows, is to focus on building your brand. The real estate industry has a number of technology products and services to help position your brand in front of potential home buyers. Products categorized as lead generation, online marketing and advertising all provide your brokerage the exposure you need to ensure your brand gets visibility.

But before it comes to using technology to market your brand, there are a few underlying principals to consider to make sure your brand is strong. The best brands focus on building value and tying that to a brand. Only after your brand has been thoughtfully developed should it be sent out in various media channels.

Jean-Claude Saade is a brand strategist living and working in Dubai, United Arab Emirates. Saade publishes branding articles and marketing strategies in many publications. We thought his insight into real estate branding was poignant for this economic low.

Although the core underlying principles are always the same, branding in the real estate business is facing its own challenges and has found special creative ways to deal with them. In certain markets where this sector is now developing in an unprecedented way due to a number of economic and conjuncture reasons, being aware of certain concepts and dynamics about real estate branding might be priceless to real estate developers. At a time where the effects of the US credit crunch have not reached all markets, being prepared by building a strong brand could be the best strategy facing any possible real estate recession.