Clients choose the broker before they choose the home.
A brokerage sells other people's projects, so clients easily remember the project and forget the brokerage. Sinh Vũ gives a brokerage one distinct point it can state in a sentence, and a toolkit so the whole team speaks alike.
Three things: one thing the brokerage does differently that fits in a sentence, a toolkit shared by the whole team, and the brokerage's place within the materials of the projects it sells. With those three, clients can tell which broker belongs to which brokerage.
For example complete information, the way you advise, the way you stay with clients after a deal. Choose what you can truly deliver, then say exactly that.
Business cards, profile photos, message signatures, sample posts: every broker at the brokerage uses them.
The brokerage's name has a clear position in the project materials while still following the developer's standards.
All of them sell real estate, but clients choose these three for three different reasons.
Their customersBuyers and sellers who want a place with an office and someone accountable when a deal is made.
Brand challengeShow clients the trading floor is an organization with a name and working standards, not just a group of brokers.
Their customersBuyers of one developer's project, going through an official agent.
Brand challengeFollow the developer's standards while still getting clients to remember the agent, so they come back after the project sells out.
Their customersClients looking for someone to ask directly, usually through Zalo, social media and referrals.
Brand challengeA small group has to look like one unit, with a consistent way of introducing itself and replying.
These are the places where brokerages tend to lose clients even with plenty of listings.
Once the launch phase ends, clients leave, because nothing ties them to the brokerage except the project just sold.
Give the brokerage its own ground: what it does differently, a consistent name and mark, so clients come back when they need to buy, sell or get further advice.
Start from this problemEveryone posts in a different style, and some promise things the brokerage can't control, such as returns, price rises or schedules.
The brokerage sets sample posts and a list of things never to promise. A shared voice keeps every post clear and honest, with the full information the developer provides.
Start from this problemBusiness cards, profile photos and ID cards each look different, so it's hard to know who really belongs to the brokerage.
ID cards, profile photos and message signatures follow one template, and the website has a team list so clients can check.
Start from this problemStrong brokers build a personal brand and are ready to move on, because the brokerage's name doesn't help them sell more easily.
Make the brokerage brand useful to the seller: a ready toolkit, a well-made brokerage profile, a set template for welcoming newcomers.
Start from this problemAt the Research stage. Clients look at posts and broker profiles and compare a few brokerages before sending a message. If a post lacks information or a profile doesn't make clear which brokerage it belongs to, clients move on to someone else.
Touchpoints are the places where clients see, read or hear about the brokerage. You don't need to do everything at once. These five help clients recognize a brokerage rather than an individual.
The whole team uses it every day, so it is the fastest way to get consistency.
Most clients meet a brokerage for the first time through a post.
Small objects, but clients take them home and check them.
The place where clients judge whether the brokerage is a real organization.
Where clients look further before a meeting, gathering the team, the projects and how to get in touch.
Listed in the order to do them. A small team can stop at step two or three; a brokerage with several branches goes all the way.
Find what sets the brokerage apart and say it in one sentence.
A shared voice, sample posts and a list of things never to promise.
Name, mark, color and type for the brokerage.
Business cards, ID cards, an introduction document and a toolkit for each broker.
A brokerage website with a team page and a list of projects.
Sinh Vũ has not published a brokerage project. The two below are the closest: a real estate portal where brokers appear, and a network of more than a thousand dealers that needs one standard.
2017Homedy is a real-estate marketplace running in parallel on app and web. Sinh Vũ built the strategy, identity and a shared digital design system…
The brand runs from the app and website to a broker's signage and business card, and is still one Homedy.
KOVA is a Vietnamese paint brand that leads on technology, sold through a network of over a thousand authorised dealers across sixty three provinces, with a range of seventeen paint lines…
More than a thousand dealers across sixty-three provinces and cities: a signage handbook with the answers ready, so a new dealer never has to ask anyone.
The principles behind it
Avoid roofs, houses and stylized building blocks, because every brokerage uses them. Sinh Vũ looks for a distinct detail drawn from what the brokerage does differently, and tests the logo at Zalo profile-photo size before settling.
Business cards, ID cards, a sample profile photo, sample posts, a brokerage introduction document, a project presentation template and a message signature. Do the full set first, then expand as the team grows.
It can, but it has to follow the developer's standards for the project information. The agent's part is usually the agent's name, how the team introduces itself, and the team's own tools.
Write a short shared voice, give them sample posts and a list of things not to promise, then hold an orientation session for each new broker. The brokerage reviews sample posts regularly.
Both, but the brokerage's brand should come first. When every broker has a place within the brokerage, clients remember the brokerage and still remember the person.
A few lines about the brokerage, the team and what is holding you back is enough. Sinh Vũ will read it and reply within one working day.