MAIN IMAGE: Helen McIntee – president of the African Marketing Confederation
Kerry Dimmer
In the marketing toolbox, there are several helpful instruments that aid enterprises in being remembered, even if the actual name is not. One of those is the ‘tagline’, not to be confused with a ‘slogan’. A slogan is usually something flexible or relates to a specific campaign or product. A tagline, on the other hand, is a short phrase that typically reflects the brand’s core message and is usually positioned beneath or alongside the brand’s logo. The logo and tagline are, therefore, intrinsically linked.
Real estate agencies, as with other businesses that deal with a large number of consumers or clients, have a real need for a tagline for many reasons. Not only do they establish a brand’s identity and help differentiate it from the competition, but they also present the agency’s unique selling proposition within a key message.
In terms of key messaging delivery, global marketing expert Seth Godin says that taglines emphasise making a difference, being remarkable, and telling compelling stories rather than just selling a product or service. He also says, “In a busy marketplace, not being noticed is the same as being invisible.”
For new agencies or agents that want to become more visible, the consideration of a tagline may be the differentiator. For example, consider Nike’s ‘Just Do It’. Whilst it wasn’t the sole factor contributing to its skyrocketing sales from US$877 million when it was introduced in 1988, to US$9 billion at the end of the 90s, it remains a symbol of athletic achievement and personal triumph for those who wear and endorse the brand.
Real estate taglines
In the real estate industry, a couple of global companies’ taglines stand out: Airbnb’s “Belong Anywhere”, which emphasises the sense of belonging and community through rentals; and RE/MAX’s “Homes that Match”, which clearly indicates its ability to find the right properties for its clients. Locally, when Chas Everitt rebranded, its tagline “Creating Smiles’ embodies the agency’s commitment to delivering exceptional experiences that make people happy. Just Properties uses “Creating Wealth Through Property”, emphasising how its services help clients’ properties to grow and evolve.
According to Helen McIntee, president of the African Marketing Confederation, African real estate businesses, no matter how big or small, need taglines that create strong brand recognition. “When brand recognition is established, brand loyalty follows, and of course, that comes with the added benefit of referrals.
Think of taglines as the first interaction a potential client has with an agency or agent. It must create a strong and positive initial impression that will influence their decision-making. A tagline that is well-representative of the offerings will also resonate with clients on an emotional level, which strengthens connections.”
Taglines are not to be played with. They should be tested not just through marketing surveys, but also in conversations with people you engage with, who may or may not be in the property industry. “Testing serves to determine which tagline (because you should consider at least three) is most memorable, easily understood, and resonates with your brand’s identity. The one that stands out is the one that is the most easily recalled,” says McIntee.
“You also don’t want a tagline that doesn’t have longevity, is difficult to pronounce, or is too long. Think McDonald’s, whose tagline “I’m lovin’ it” endures since it was adopted in 2003. Prior to that the burger company played around with many different ones, including “The World’s Best Hamburger” and “We love to see you smile”. Of course, McDonald’s also had to ensure that the tagline translated into many different languages. If your tagline can do that easily and simply, especially in the multi-lingual South African context, you’ll also be gaining interest from select target audiences whose primary language is not English.”
Companies indeed spend fortunes on using marketing companies to create a tagline, but this doesn’t have to be the case; in fact, they can cost nothing to develop. A quick search on the internet reveals hundreds of suggested taglines for real estate professionals, among them, in the vein of McDonald’s and Nike’s three-words and Apple’s two-words “Think Different”, combo’s such as: “Elevate your Lifestyle”; “Love where you Live”; “Your place, Your Pace”; “Find your Forever”; and “Home, Set, Match”. Feel you need an extra word or two? Consider “Your Home, Our/My Expertise”; “Finding Homes, Making Homes”; “Matching Dreams with Addresses”; or “Your Home Journey starts Here.”
McIntee’s tips for developing your own tagline are:
- Short, sweet and digestible.
- Reflective of the heart of your brand.
- Focus on what your tagline is telling your clients.
- Make sure every word counts.
- Establish an emotional connection if possible.
- What does your tagline promise?
- How different is it from your competitor’s?
- Take your time and run your ideas by a small, trusted, select group for their input.
- Remember, most importantly, taglines must tell your customers who you are.
