The Importance of New Home Sales Teams Understanding Your Real Estate Brand

December 01, 2023

The Importance of New Home Sales Teams Understanding Your Real Estate Brand

Branding goes well beyond the persona of home building and real estate development companies to its employees. Because new home sales teams are typically the people homebuyers interact with in person the most, they must represent the brand, ensuring consistency, transparency and credibility. New home salespeople convey the company’s brand in several ways that benefit the home builders and new home communities they represent. This includes meeting customer expectations and building trust.

Whether the brand’s tone of voice is serious and sophisticated or playful and casual, it is vital for every homebuilding or real estate development company to maintain a consistent tone that employees can adopt, ensuring a clear and unified presence across all departments and platforms, thereby effectively engaging the target audience.

A real estate developer or homebuilder’s brand is more than its name and logo. While those aspects play an essential role, a company’s branding is its mission, visual identity, tone of voice and values. According to Shopify, “Branding is the process of creating a distinct identity for a business in the minds of the target audience and general population.”

Regarding new home sales teams, company branding helps determine the quality of the customer service experience and how well home buyers trust the home builder or real estate developer. Salespeople are walking billboards for the companies they work for and play a significant role in building and maintaining the reputation of the real estate brand.

Brand Training

Home builders and developers offering brand training ensure their onsite agents effectively understand and convey the brand to prospective home buyers. This training starts during agent onboarding with education sessions focused on brand values, vision and unique selling points. After that, regular updates keep the team apprised of changes in branding or marketing strategies.

During onboarding, it is highly effective to offer mentoring for new hires with strong brand ambassadors within a company. New hires benefit from the brand training through education sessions and from working side by side with a strong brand ambassador so they can watch brand consistency firsthand. 

Workshops on practical communication skills and customer service emphasize the importance of professional conduct, body language and courtesy in customer interactions. By developing a standardized follow-up process, consistency in customer engagement is ensured. Typically, this includes incorporating a CRM system to track and manage customer data.

Utilize role-playing to train agents to use consistent language and critical phrases that reinforce the brand. Establish a dress code to align with the brand’s image (e.g., formal, business casual, or branded attire). 

Consistency in Messaging

Medium states that consistent messaging is vital because it helps establish a brand’s identity in the audience's minds, ensures that the brand is recognizable, helps build trust with consumers, supports the reinforcement of the brand mission and value and creates an emotional connection with the audience.

New home salespeople need to keep the brand messaging in mind while communicating with home buyers. Real estate development and home builder sales teams must consider the brand message and tone of voice when they engage in the company's online and social media efforts. Target audiences recognize and gravitate towards consistent messaging.

Building Trust and Credibility

As the face of the brand, new home sales team members should be transparent, authentic and accurate to the brand when interacting with a prospective home buyer. If the sales team provides poor service, the consumer may assume that the entire brand is untrustworthy or a bad fit. Understanding the mission, value and messaging behind the home builder or real estate developer brand, salespeople effectively help customers while gaining trust and building the brand's credibility.

Meeting Customer Expectations

Real estate developers and home builders with strong brands provide customers with clear expectations of the company's products and services. New home sales teams can accurately articulate how the company can meet and exceed customers' expectations by aligning with the brand. Employees who understand the company's brand's values, mission and purpose are more likely to meet customer expectations and build a desirable reputation for the real estate developer or home builder.

Build a Strong Brand by Partnering with Milesbrand

From meeting customer expectations to building trust, there are many benefits to having employees who understand the company brand. At Milesbrand, our talented team holds the expertise and knowledge to build a solid branding strategy for your real estate development or home building company. Contact us today to learn more about our services!

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