There was a time when the real estate market was so hot, all an agent had to do to sell a house was put a "for sale" sign up in the front yard.
That in turn spawned a wave of new Realtors looking to cash in on the ride. But as the market's balanced, they've had to be a little more creative when it comes to getting clients and selling properties.
That's where BrandVantage comes in.
As Realtors look for innovative ways to gain clients in a more competitive market, Cameron Park-based BrandVantage's personal branding style of advertising is a new way of getting potential clients exposed to Realtors, and at the same time getting home sellers and buyers to remember them.
"There's a real need to stand out and get noticed," said BrandVantage's owner and founder Clare Price. "It not enough to just talk about buying and selling homes, but to demonstrate your service value above that of another Realtor. I don't mean that in a nasty, competitive sense, just in a general service sense."
Unlike other standard forms of marketing and advertising to get businesses noticed, personal branding is a form of advertising that aims to give customers a certain ingrained image of a person when their name is mentioned.
Price worked in the corporate branding world for companies like Microsoft, Sun Microsystems, Proctor & Gamble and Wells Fargo Bank, and has taken pieces of those corporate branding models and applied them to individuals. Since opening her business in 2004, she's seen her sales increase significantly, as she now has more than 65 clients - mostly Realtors.
How BrandVantage separates itself from other competition is through a very detailed approach with its clients. The process starts with an in-depth interview session where Price and her staff interview the client about everything from business practices to personal preferences and hobbies.
From the interview, BrandVantage conceptualizes the Realtor's logo, image, brochure and Web site, and helps create the Realtor's service values and focus, which is at the core of what BrandVantage tries to establish in each client.
"The paper blizzard isn't effective, it's like a lottery," Price said about the usual mass mail-order promotions some Realtors do. "What we do is help people sell themselves. The focus has to be selling yourself and your service values - not a product.
"All Realtors have access to the same inventory, they can't change the product. What we really help them achieve is give them a good strategy by helping them improve on their image that makes them spark."
And judging by the clients that have experienced BrandVantage's program, it's been working.
"I've absolutely seen a business increase," said RE/MAX real estate agent Mela Hernandez. "I always like to tell this to people. When I first got my brochures, I gave one to a couple who came in at an open house. Later, they asked me to be their Realtor. They said, 'We're new to the area, and we've never seen such a professional presentation with something to offer.'"
Hernandez, who sells in both El Dorado and Placer Counties, said that the interview process with BrandVantage was amazing.
"The process is very interesting and very intriguing with what she (Price) had to say," Hernandez said. "This would allow me to create an identity that would work long term."
Hernandez was also amazed by how accurately her image was created based off her personal interview.
"She was so on target, I said, 'You pegged me pretty well there.' From that they come up with a unique identity that you can then market off of."
How images are made is based upon the Realtors' preferences. Hernandez's Web site and brochures, for example, are based off her love for art. So the former art dealer's Web site and brochures have an art theme.
The program is taylored for each induvidual and costs range from $2,000 to 10,000.
"It's been fabulous for me," said Lyon Realtor Judy Hawkins. "I've been able to show a level of professionalism to my family, my friends and my clients. And people who come to open houses are impressed by my image and my advertising materials."
BrandVantage can be checked out online at www.yourbrandvantage.com or reached at (530) 676-3572.
