Creating Powerful Taglines for Your Brand

To live in a multi-screen world means having your focus split in multiple directions. Indeed, Canadian researchers found that modern-day humans have an attention span of just eight seconds. That makes real estate marketing such a challenge nowadays: people are already bored before you’re done making your case.

If only there were a way to encapsulate your brand in a single, powerful phrase, right? Enter the tagline.

Think of your tagline as an elevator pitch: a statement that sums up what makes you different – and better – than other real estate agents, delivered in a memorable way. It’s expertly written to immediately grab attention and put you in a good light, but short enough that it can’t be tuned out.

Admittedly, taglines are one of the hardest-working pieces of marketing communications out there, so crafting them is far from easy. That’s why we offer this guide to help you create a tagline that prospects can’t ignore.

Clearing Things Up: Taglines vs. Slogans

Many people (marketing professionals included) use taglines and slogans interchangeably. It’s not entirely unexpected – both are pithy statements written for impact and persuasion, after all. For the purposes of this article, however, it’s best to have a clear grasp of the difference between the two so you can use them properly. Luckily, they are easy to tell apart.

A tagline encapsulates your brand.

• Taglines tend to be used for a long time – or at least until a rebrand happens.

• They are thematic in nature, meaning they represent the values and differentiators unique to your brand.

• They focus on the “why” of your brand

A slogan encapsulates a specific ad campaign for your brand.

• Slogans are used to promote particular products or services (not the business that offers them), so they may be replaced as new campaigns come out.

• They are tactical in nature, meaning they communicate the benefits of your product and service.

• They focus on the “how” and “what” of your brand

Here’s another way of putting it:

• You add your tagline to your website or calling card because these represent your brand.

• You add a slogan to a print ad or flyer because these promote your real estate services.

For instance, Compass’ slogan “Find Your Place” is found on its website, which captures its mission (“why”) to help clients find their place in the world. It sells a brand value instead of a service.

At the same time, Compass also ran this billboard with a bold slogan. You can see that it’s tactical because it announces the group’s arrival in LA (“what”), while also subtly touting its tech-forward real estate services (“how”).

Of course, it’s worth pointing out that many of the tips for writing a compelling tagline apply to slogans, too.

How to write taglines that set you apart from the competition

Now it’s time to unleash your inner wordsmith and begin crafting your own taglines. It’s an art and a science, so there’s a bit of a learning curve, but we have protips to help you get started. We recommend coming up with multiple options, so you and your team can pick one that resonates most with you and potential clients.

Dig deep into your brand’s values
Good tagline writing is all about knowing what you want to say and how you want to say it. A lot of people skip the first part and launch right into the second one. Don’t fall into the same trap – before coming up with taglines, be clear about who your business is and what values drive it. Simon Sinek’s insightful book Start With Why offers a simple but helpful exercise that you can use (see below). Doing a little soul searching will go a long way to making your tagline more compelling.

Make the benefit clear
There are many agents and brokerages out there; your tagline should tell prospects why you’re the best choice. Put another way, your real estate tagline should cater to buyers and sellers’ self interest. A great way to do this is to identify your unique selling proposition (USP), the one thing that sets you apart from the competition.

Give it an emotional dimension
Buying or selling a property isn’t just a real estate transaction, it often signals a new chapter of one’s life. Your tagline should capture the joy, excitement, and pride associated with this momentous event. As marketing experts like to say, people choose with their heart first and rationalize with their brain later. If you’re stuck, use this “emotion wheel” as a starting point – try writing taglines inspired by different feelings and attitudes.

Add a dose of creativity
To paraphrase advertising legend Bill Bernbach, if no one notices your tagline, everything else is academic. Steer clear of generic platitudes that sound positive but simply aren’t memorable. Here’s a helpful exercise to jazz up your tagline: say it clear first, then say it clever. Do this exercise five times and you’re bound to come up with catchy tagline studies. Taking this extra step also ensures that you craft a unique tagline instead of something that inadvertently echoes a competitor’s.

Keep it short
Remember, a tagline is an elevator pitch – it shouldn’t ramble. Keep it short, keep it impactful. Of course, getting there is a process. It might help to write out a brand manifesto first, identify the most striking passages, and see if you can work them into taglines. Try to target 7-8 words.

Standout examples of strong taglines

The best way to learn is to see how other agents leverage a great tagline to bolster their brand. These examples should get your creative juices flowing:

Loveland Carr Group – “LOVE your LAND”
Not only is this tagline a fun play on words, but it also carries a promise: clients who work with this team will find a home they will surely love.

The Jills Zeder Group – “Three Families. Two Generations. One Force.”
This real estate heavyweight was formed by the merger of two formidable families. Fittingly, the slogan reflects the heritage, prestige, and influence that only The Jills Zeder Group can boast of.

Aaron Kirman – “The Evolution of Luxury Starts Here”
This tagline clearly delineates who Aaron caters to, while also reflecting his tech-empowered approach to real estate.

Bluestone Signature Realty – “The Lifestyle You Deserve”
One of the most important jobs of a tagline is communicating a benefit – something that Bluestone Signature Realty does in spades.

Bond Street Partners – “Real Brits. Real Bonds. Real Results.”
Integrating personality into your tagline is a surefire way to engage prospects. See how Bond St. Partners adds a bit of British wit into their tagline while highlighting their commitment to building fruitful partnerships with clients.

LA Vision Properties – “Turning Your Vision Into Reality”
Taking a client-centric approach to your tagline is always a smart idea. LA Vision Properties leans into the insight that everyone’s dream home is different, but its team is dedicated to making that dream a reality.

Evolve Long Island – “Real Estate Is Evolving”
Notice how this team’s tagline echoes its name, while also emphasizing the industry’s ever-changing nature. It’s also a case study in effectively using a sub–heading (Meet The Team Turning Transactions Into Trusted Relationships) to bolster the main line.

Legacy Real Estate Group – “Owning a Home is Leaving a Legacy”
This tagline accomplishes two goals in one: incorporating the team’s name and evoking the pride of homeownership – it’s potent because it’s heartfelt.

My Bahamas Realtor Properties – “Defined by Service & Expertise”
This brokerage has a unique head-and-heart approach to its tagline. The main line connotes unparalleled expertise, while the sub-head “Bringing Your Dreams Home” has a more emotional appeal.

It’s time to sharpen your pencils!

We hope that the advice and examples in this article will help you create a tagline that becomes a cornerstone of your branding and marketing. For more real estate marketing deep dives, be sure to follow Agent Image’s blog.

And if you need help with your real estate business’ online presence, book a FREE website design and digital marketing consultation by calling 1.800.979.5799 or by sending a message here.