Branding: How Not To Do It

27 September, 2019
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There’s a great deal of work to do to get your branding right, but it’s just as important to know what not to do.

Large companies and small, franchise affiliates and independents: Brokerages can unwittingly sabotage their brand-building efforts. Here are five branding dont’s.


Don’t exaggerate.

You have to be able to explain how your company will do what you’re promising—and how you’ve done it in the past. That gives people confidence in your ability to perform. If you can’t tell people specifically how your brokerage delivers on its brand promises, it’s time to rethink your strategy.

Don’t put off your electronic responsibilities.

Your online presence is too important for a once-a-month refresh. Maintain, update, and connect daily—and encourage your agents to do so. Professionals who have completed their online profiles on various real estate sites have triple the industry average for client leads—for free! Those who haven’t miss out.

Don’t be lazy.

Put in the effort. Successful branding takes time and a lot of thought. Start with your own SWOT (strengths, weaknesses, opportunities, and threats) analysis. Then look at your competitors. What are they doing that you could do better?

Don’t allow your image to become outdated.

Having a dated appearance can hurt your credibility. Your corporate Web site, your collateral materials, your office, and even the clothes you wear should be up-to-date and in tune with your brand.

Don’t let agents go rogue.

You’ve spent significant time and money developing, testing, marketing, and advertising your brand. Make sure your agents are taking advantage of that work by using the brokerage branding on their business cards, signs, and other materials.

Author: Maggie Sieger –

Why Use AMPI?

AMPI is the national association of real estate professionals that have, since 1956, gathered under laws and codes of ethics and conduct to create a reliable, trustworthy an efficient real estate environment in Mexico.

AMPI consists of separate autonomous sections all throughout the nation, as well as more than 4,000 associates and affiliates. Each section is independent and has its own board of directors, only surpassed by a national board of directors comprised of twenty associates from all over the republic.

Developed over the years with the input and knowledge of its members, AMPI is much more than just a collection of offices. AMPI has been a solid and recognized institution in Mexico for the past 27 years. It was originally established in 1956 and was consolidated in 1980. AMPI is currently represented in all the principle cities and regions of Mexico stretching from Tijuana to Cancun.

The Riviera Nayarita, Vallarta and Compostela chapters of AMPI are dedicated to promote the best practices in real estate by providing its members with education to reinforce the standards of ethics that give our industry the credibility which our clients deserve.

AMPI is committed to giving our membership access to a multiple listing service that forms the platform from which our industry can expand locally and into other markets while giving our members precise and up to date information that is vital to continuous improvement and growth.

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