Keller Williams Realtythe company carries the names of its two founders – Gary Keller and Joe Williams. |
ERA Real Estatethe company was founded in 1972 and the acronym is derived from Electronic Realty Associates. |
Better Homes and Gardens Real Estatehere’s a name that doesn’t stick to the professional cliché and tries to put emphasis on the brand’s biggest strengths. As the name indicates, this is an agency capable of offering its customers better homes and gardens. |
Zillowthe term Zillow comes from the so-called zillions of data points that the company uses and compares to deliver its price estimates (the Zestimates). It’s a clever branding strategy that pertains solely to the brand through the coining of its own terms. |
Truliaaccording to the real estate company’s official presentation, the name means truth, trustworthy. |
Marcus & Millichapthe company was founded in 1971 by George Marcus. William Millichap was one of the first agents hired by Marcus. In 1976, he became a partner – a development that contributed to the name that the company goes by today. |
Walt DisneyNamed for its founder, Disney now carries quirky, fun and youthful connotations, which resonate in the hearts and minds of children around the world. |
Colliers Internationalthis is one of the world’s biggest and most prominent real estate agencies. It carries the name of founder Ronald Collier. |
JLLthe professional investment company that specializes in real estate was named after the merger of two other companies – Jones Lang Wootton and LaSalle Partners. |
Marketing Strategy & Useful
Advertising Terminology
Geography-specific marketing or specialization in a field are both excellent points to put emphasis on in a real estate business marketing campaign.
Good real estate companies have to focus on specialization in naming and marketing. Open Doors Real Estate, for example, is a nice name because it sheds some light on a specific aspect of interactions in the field. The Housing Guru is also great because such a brand immediately states the niche and it also builds expertise.
Elite Property Management Services, Legacy Properties, Selling Paradise Realty and Mid-America Real Estate are also examples of great brands that can be used to build strong marketing campaigns.
Some relevant terms in the field include low commission, find a realtor, competent, experienced, selling fast, buying fast, exclusive, special offer, inviting, luxury, full-service, upgrade and tailoring.
Clientele & Interests
The clientele of real estate agencies is truly diversified. Some companies sell residential property, others specialize in the niche of vacation homes. There are also real estate agencies that focus on commercial and industrial properties. Thus, a real business can target B2B, B2C customers or both.
There are many studies that shed some light on the customer profile. According to the National Association of Realtors, residential real estate sellers are in their 50s and they have a median household income of 97,500 dollars per year. A typical first-time buyer for residential property is in their 30s and the income is lower – about 68,000 dollars per year.
This means that marketing has to take in consideration the age and the income of the specific group being targeted. Since real estate companies are looking to acquire both buyers and sellers, they will need to carry out rather diversified campaigns.
Industry Related Words