The Ultimate Checklist for Ensuring You Have a Unified Brand

As a real estate agent, your brand is one of the most essential components of your business. It is how you are recognized and remembered. Most importantly, it makes you unique. Working without a brand for your business can hinder your ability to get leads and clients.

One of the keys to growing a brand is brand unification, or brand consistency. As a business owner your clients gain more familiarity with your brand when you promote it in multiple locations and on multiple mediums.

However, promoting your brand in a wide variety of places won't be as beneficial if your branding is inconsistent or unified. The best way to ensure your brand is consistent is by making your business card look like your website, your brochures, your letterhead, your newspaper and magazine ads, and even your bus stop ad if you roll that way.

We conducted a survey that asked real estate agents from across the country about their marketing and branding. In that survey approximately 75% of agents believed their brand was unified or consistent. So for those survey respondents and all other agents reading this, here’s a checklist for you to see if your brand truly is unified.

Your Logo:

Do you have your own logo? Do you choose to market your name alongside your brokerages logo? In real estate you need a key visual indicator that tells everyone, “this is MY business” and nothing says that like a logo. Your logo should embody not only who you are as a businessman or a businesswoman, but who you are as an individual.

Your Colors:

Ok, your logo looks great… but who wants to go around advertising in black and white? (unless you’re a tuxedo shop). Half of what makes your logo memorable are the colors! People retain memory of images and colors better than text, so painting your logo with colors that reflect your personality will go a long way.

Your Fonts:

Your fonts work alongside your logo and colors to give you a more complete marketing appearance. We recommend that you use at most 2 different fonts on any given marketing material, and mix serif fonts with sans serif fonts. Serif fonts such as Times New Roman or Georgia offer a classier, more elegant look. Sans-serif fonts such as Arial or Calibri lend themselves more to a clean, modern look. Another rule of fonts that most, if not all graphic designers swear by: NEVER USE COMIC SANS.

Your Slogan:

Having a slogan isn’t as essential as having a logo, but if there’s a catchy one-liner that you frequently say it could play to your advantage to use it as your slogan. If you choose to use a slogan make sure that it’s short, and that it accurately supports your business’ character. Display your slogan next to or near your logo on all of your marketing materials, especially on your business card and on your website.
"you need a key visual indicator that tells everyone, this is MY business."


Your Design Elements:

So now that you have the core of your brand, you need some extra flair to complete your look from a marketing standpoint. Perhaps you like to put some borders on the perimeter of your marketing pieces, or you prefer geometric shapes in the background. These are simple yet effective ways to give your marketing and branding a memorable style. Some other design elements you could try using are transparent overlays, flat design icons, large typeface, and giant images.

Branding Your Digital Marketing:

Now you know what it takes to create a brand, so let’s show it off to the world. The place where most everyone hangs out nowadays is online. The internet offers an abundance of opportunities to unify your brand on different sites. One of the simplest and most effective ways to display a unified brand online is to use the same cover photo on your Facebook, Twitter, and LinkedIn pages.

When marketing online, make sure to have professional head shots of yourself in prominent places on your website, and as your profile picture on all social media sites. If you put out email drip campaigns consider using a service that allows you to brand your emails with your colors and fonts, and don’t forget an email signature that includes your head shot or your logo.

Branding Your Print Marketing:

Although online marketing is great for reaching mass audiences and custom demographics, print should still be a part of your marketing strategy. From open house flyers to just sold post cards, these materials offer the opportunity to have your brand seen by the people around the homes you are already working with.


If your brand has a logo, set colors and fonts, (an optional slogan) and you design all of your marketing in a similar fashion, you rock! If you’re thinking of rebranding your business, download and follow this checklist as you create your new unified brand and marketing materials. Free Download.

With InHouse, all your materials have a unified brand that is consistent across flyers, postcards, and Facebook posts. Sign up for the free InHouse beta today!


Mat Friedman

Representing InHouse in NYC! I'm a co-founder, content creator, general people person, and part time office DJ. I love listening to others' ideas and sharing my own when I feel so compelled.

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