Before diving into taglines, I wanted to warmly recognize the 12 new wonderful realtors and brokers who joined us this week. I’m delighted you’re here. Welcome!
Do you have a tagline?
Do you even need one? Maybe. Maybe not.
It depends on what kind of business you’ve decided to run.
Since you’re here, I will assume you're interested in building a brand. That means the job of your marketing is more than simple “awareness.” Simple awareness is advertising (picture a billboard on a highway…pure exposure to as many people as possible).
Building a brand is to convey meaning. That’s a much bigger lift.
It requires you to put the reader first - their fears, aspirations, and point of view.
It requires you to put yourself second—as a helpful guide who can see the world through their eyes.
Let me show you what I mean…
Glenn Hanon (a fantastic realtor who’s been in real estate for 33 years and an IBRE graduate) kindly allowed me to share the “before and after” of a piece we worked on (thank you, Glenn!).
He sent the first example of a sponsorship and knew something wasn’t quite right. Having been through the IBRE course, he sensed something was off.
Before the shift ….
We revised the copy after gaining clarity that the reader would be sitting down to watch a performance.
After the shift…
The first version is an advertisement that would have you believe Glenn is living his best life (which he is - and one day, I hope to grow up and be like Glenn…)
The revised version underscores Glenn's trustworthiness as a guide who will help the reader live well—without regrets, especially regarding real estate.
One is about Glenn.
The other is about the reader.
Both use the same tagline.
The next time you go to use your tagline, view it through the reader’s lens.
Does this help them live better? Or is it all about you? There’s a distinctive difference.
One is advertising.
The other is branding.
Neither is wrong, and both have a place. It just depends on what kind of business you’re running.
Great example!
Love this example! Thanks for sharing!