Telling your story through a tagline is a smart branding strategy. And it isn’t a strategy limited to high-end consumer brands or heartwarming nonprofits. Real estate agents prove the point.
Real estate is not a business sector renowned for buzzy branding. However, increased competition and flashy technology has spurred fresh thinking on how to stand apart and above the home-selling crowd. Taglines are a key component of fresh approaches.
A blog posted by FollowUpBoss, which produces CRM software for the real estate industry, provides the rationale for and examples of excellent storytelling taglines, as well as offering useful tips to create your own tantalizing tagline.
“Most brands underestimate the power of a stellar tagline and end up with the kind of goofy, thoughtless or cheesy slogans that trigger an instant eye-roll,” writes Brittany Ryan.
Sometimes people are too busy or too afraid to take on the task of telling their story in a handful of words. However, the gold in a tagline, according to Ryan, is a phrase or image that “clearly defines the unique value of your service.”
A good example, Ryan says, is EXIT Realty with its trademarked tagline “A Smart Move!” Through its tagline, EXIT touts its international network of “highly trained and knowledgeable agents” and a host of technology tools to pinpoint properties to buy and market properties to sell. “Their tagline is simple, yet it subtly aligns their brand with the customer's desire to make an educated, rational real estate decision,” Ryan says.
Noble Black, which deals in luxury properties in Manhattan, uses this tagline: “Exceptional Reach. Exceptional Results”. “Word choice is 90 percent of any great slogan or tagline and by using the word 'exceptional', the team at Noble and Black is speaking directly to uber-wealthy prospects looking for a service capable of connecting global buyers and sellers who are comfortable with multi-million-dollar transactions.”
New Story is a nonprofit with a mission to end homelessness. Its tagline tells its story: “We pioneer solutions to end global homelessness.” “New Story's tagline perfectly defines its identity, goals and vision for the future. It’s no surprise it’s backed by big players like BHGRE, Sotheby’s International and DocuSign.”
Ryan’s advice for creating a tagline applies regardless of business sector or type of nonprofit. In addition to clearly defining your organization’s unique value, “tell your audience exactly what you do and use active verbs,” she recommends.
Taglines should be customer-centric. “Tell your customer what’s in it for them,” Ryan says. “Answer your customer’s real fears and desires. Keep it emotional, but not scary.” When possible, choose words your customers use when describing your business.
Coming up with the right tagline can be a harrowing experience, so don’t go solo. Ask questions of customers, engage your employees and test your options with stakeholders. You may land on the perfect tagline in your first brainstorm, but more likely it will take greater effort and longer reflection.
“Step away for at least a day before coming back to it with fresh eyes,” Ryan advises. “Try to look at it from the perspective of your ideal customer. After all, a great tagline is more about them than you.”