Tip # 2: Be Local
What is particular to your area? Is there a new Stadium being built in your surrounding area? Is there a new home development located near a golf course? Making your logo local, will add to the recognizable factor in your advertising. Important: Don't limit your identity to a very general image such as a cactus to make your point simply because you practice in Phoenix, Arizona. Go beyond those generic elements and develop a brand in association to the roots of the business. It is important, however; not to make the "local" element in your logo too prominent. A perfect balance must be achieved visually, combined with a visible Company Name.

Tip # 3: Rebrand an Emotion
There are times where, if working under another firm, you must use your name in the logo design (ex: Nancy Smith Realty). However, if you are in the midst of rebranding your company, you may want to name your practice a more general name, one that invokes emotion. For example, naming your business "Green Realty" may demonstrate to your local customers that your business cares about the environment, or caters to a housing development that is environment-friendly. It is equally important to ensure that the logo is consistently used in multiple mediums, correctly and appropriately. For example, your logo on a real estate sign should be proportionate to other marketing materials, so that the customer will recognize your brand more effectively. Some design companies call this "repetitive brand positioning". We call it common sense.

Tip # 4: Be Easily Approachable
Developing a logo using curves, soft pastels and natural (nature) elements may demonstrate to potential customers that you are easily approachable, and that the process to buying a home is non-intimidating. This can also be known as a "soft" sell. Soothing Pastel Blues, and Blue-Greens often work well, of course, combined with other colors for signage purposes. Some Realtors market themselves with what we call "aggressive" branding. Examples of this are Realtors who brand themselves as "super energetic", "eclectic", or "no holds barred" negotiators. Remember that a customer will first see your logo, and not all customers are alike. The image of an "aggressive" realtor may be taken negatively to some of your potential customers, and it is important to have a refined balance.

Tip # 5: To House or Not to House, That is the Question
A common challenge when designing a realtor's logo is whether or not to have a house in the logo. There are often much more powerful symbols to represent your business. You don't necessarily have to have a house in your realty logo for it to say "realty". Ask yourself what are the main keywords that best describe your business. What makes you different from the others, locally or nationally? Then, visualize and capitalize on those factors within the design of your logo. For example, if one of those keywords is Precision, developing a symbol related to direction and precise angles may be recommended. The opportunities are endless and the results can prove to be very valuable to you and your business.

Tip # 6: Pick Unique Colors
Choose unique colors that are not used under the banner you are operating under. For example, if you are working under the Century 21 banner, don't choose the same colors as found in their logo. If you choose the same colors, this may further enhance the visual impact of the Century 21 logo. However, if you choose your own, unique colors, you avoid confusing your clients should you move to another company. Keep in mind that some Real Estate companies do require that the logo designed is in the same colors as the main brokerage logo. If this is the case, achieving a balance on the layout of both logos is key to maximizing their use on business cards or other stationery, for example.

Tip # 7: Identify your Major Clients: Rural, Urban or Suburban
If most of your clients are located in rural Pikeville, Kentucky, your logo should definitely be different than if you were operating from Chicago Illinois or New York City. Identifying your clients' average house values and city particulars is a critical aspect you need to consider when designing a logo that will work. Whether it is a rural, urban or suburban area, tailoring the logo to your major clients will help drive your sales sky-high.