Are real estate agents really different?

[Cache – #82]

Real estate agents have a lot to learn about branding.  The essence of branding is being different, yet real estate agents seem to be oblivious that they all look and sound the same.  Their marketing materials are characterized by poorly-taken headshots, gaudy colours, crowded text and strident claims about being the best, most knowledgeable or most experienced.

The irony:  because competition among real estate agents is so incredibly intense, the differentiation achieved by strong branding is more needed in this industry than almost any other.

Consider these three ads, highly typical of the industry.  How is one meaningfully different than another?

Then look at the business card of real estate agent Tom Marchese, a client of mine.

Who do you think is actually different?

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