“Logos Don’t Matter In Real Estate.” It’s A Lie.
Are you ready to take your real estate career and business to the next level? Building your brand logo is usually the first step for many agents. Before ordering a real estate logo, let’s start with what you should do.
A real estate logo is your company’s who, what, how, why, and where. It sets the tone for your business, provides a sense of who you are and what you represent, and delivers your message and content to your audience. Done correctly, it has the potential to transform ordinary consumers into loyal followers of your business. A real estate logo will visually represent your business or brand to customers.
In addition, a real estate logo will create a persona for your brand. You will use this persona as part of your real estate digital marketing strategy to communicate your message and evoke feelings in your audience. This personality will engage customers and cultivate new customers. You cannot understate the power of logo recognition as an investor.
In this article, we’ll cover five essential things to keep in mind when creating real estate logos:
1. Use A Professional To Create Your Real Estate Logo
Numerous websites and tools are available to help you create a generic logo. Still, if you are serious about growing your real estate business and team, having an experienced graphic designer make your real estate logo is critical.
You will spend thousands of rands on marketing over the years, from websites to real estate signage to print advertising, so why not maximise your marketing spend with a logo that stands out from the crowd?
A graphic designer typically charges between R5,000 and R20,000 to design your real estate logo, but some less expensive options are available. Here are a few of our personal favourites:
- UpWork.com provides a database of graphic designers seeking work. It may take some time to find the right one, but once you’ve established that relationship, they can help you with your branding and graphic needs in the future (i.e. postcard templates, print ads, etc.).
- 99Designs.com – You can spend between R5,000 and R21,000 and receive 30 to 60 real estate logo options, similar to LogoTournament. The better the designer, the more money you spend.
- LogoTournament.com — For under R5,000, you can have designers from around the world submit logos. They guarantee you great experiences, where agents receive between 200 and 370 logos to choose from.
2. Finding The Right Colour For Your Logo
Colour is one of the most memorable aspects of your real estate logo and is a cost-effective way to make a good impression on potential home buyers and sellers.
Colours can evoke feelings or emotions; for example, the colour blue induces feelings of calm and security or trust in a brand.
The colour red evokes strong, passionate emotion and creates a sense of urgency (think about store clearance sales). In contrast, purple conjures up images of royalty or wisdom and can make your brand appear imaginative or wise.
The two examples show that simple logos with a clean font and darker colours can make your brand appear ultra-modern, sophisticated, and elegant. Bright colours and a simpler font can make your real estate brand seem more casual and fun, making it more appealing to females than males.
For instance, if you typically have listings in the R5,000,000 range but want to focus on the luxury market, make sure your new logo reflects the clients you currently serve as well as those you wish to serve.
Put your logo in front of a R5,000,000 house and a R24,000,000 house – how does it look? What would be the most likely logo in front of a luxury listing of the two examples above?
“85% of consumers cite colour as the primary reason they buy or use a product,” according to FastCompany.
A Few More Suggestions On Colour Choice
Try not to use more than two or three colours in your real estate logo. Why? You want to keep it simple and memorable; if you have more than two or three colours, your print costs (for listing signage, t-shirts, etc.) will skyrocket.
Consider all of the potential locations for your real estate logo. Real estate signage is the most important because it is where most people will see your logo. Because many people only see your signage for a few seconds as they drive by, the colours you choose must make your logo really “pop” on the signage.
If possible, ensure that your logo can be converted to black and white. Black and white logos are typically requested when placing ads in newspapers or sponsoring an event, and they need to add your logo to a t-shirt or program. If your real estate logo is red, green, or purple, it may be challenging to convert to black and white.
3. Choosing The Size and Shape of Your Real Estate Logo
Consider how you will promote your real estate business: real estate signage, social media, postcards, print ads, marketing collateral, etc.
If your logo is square-shaped or tall and narrow, make a horizontal version that you can easily add to the top of your website and other marketing materials.
In this example, the primary real estate logo is tall or vertical, which looks great on a real estate “for sale” sign and the team’s business cards, but this format may not work on all marketing collateral. The horizontal logo (at the bottom) was also designed and is used at the top of the agent’s website and on direct mail postcards with limited space.
This may not seem important, but having two versions of your logo comes in handy!
4. Creating an Icon For Your Real Estate Logo
What exactly is an icon, you ask? Icons and symbols are visually appealing but simple images representing a specific company or product. Here are a few well-known examples that we’re sure you’ll recognise.
Icons are excellent for watermarking photos, your website, and marketing collateral. As your real estate brand grows in popularity, your icon will become more memorable in the eyes of potential customers.
5. Make Sure To Get (At Least) Four Versions of Your Logo
When creating your new real estate logo with a graphic designer, make sure they create four versions.
- The primary official version of your real estate logo.
- Your real estate logo’s horizontal secondary version. This will appear at the top of your website and may be more appropriate on some of your marketing collateral – we frequently use horizontal logos on postcard mailers and listing flyers due to space constraints.
- The background version of your real estate logo is transparent (rather than white). When you need to watermark photos, this tool is also known as a PNG file.
- An all-black or all-white version. Organisers may only accept a black or white logo if you sponsor an event or run a print advertisement. In the future, you may want to order koozies, t-shirts, keychains, or other expensive promotional items if the manufacturer has to do a 3-colour print job. Having an all-black or all-white version of your logo can help you save a significant amount of money.
When the designer sends you your final logo package, request that the colours used to be sent to you in the following formats:
- HEX
- RGB
- Pantone
Although you may not be interested in these formats, the company that creates your signage will often be grateful. Additionally, if you work with another graphic or web designer in the future, they will use different colour formats.
Conclusion
Your Real Estate logo is the foundation of your branding and marketing efforts. It’s essential to take the time to get it right. Done correctly, it has the potential to transform ordinary consumers into loyal followers of your business. A Real Estate logo should be simple, memorable, and timeless. It should be easily recognisable, even when scaled down to a small size or printed in black and white. And it should convey the essence of your brand. If you’re unsure where to start, consider hiring a professional designer to create a Real Estate logo that will help you build a successful brand.
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