How to reset your brand in a post-pandemic environment

Between lockdowns, civil unrest, a recession and rising unemployment, 2020 has been a difficult year to say the least. But moments of great tragedy can also provide opportunities to hit the reset button.

And for many real estate professionals, that means it’s time to rethink their marketing messages and re-introduce themselves to clients in a post-pandemic world.

The new normal is here, but what should the message be? According to a recent study from market research company GfK, more than half of U.S. consumers polled — 55% — say brands will need to adopt a new set of concerns and messages in a post-COVID-19 world.

But another set of respondents — 45% — felt that companies should return to pre-coronavirus themes “as soon as possible” to help consumers forget that the COVID-19 crisis happened.

So, where does that leave your brand?

“Our research shows that brands need to tread cautiously in this new phase, somehow addressing a very divided consumer public – some who might want to pretend that the virus never happened, and others who see it as a transition to a new world,” said GfK Director of Global Consumer Trends Stacy Bereck in a press release accompanying the findings.With the world continuing to shift on an almost weekly basis, transformed by the virus and nationwide protests and outrage, companies need to monitor consumers’ changing concerns and needs even more closely.”

While it might sound a little like stepping into a minefield, there are ways to navigate these tricky times. And it starts and ends with knowing your brand — and your clients.

According to the study, Americans from different circumstances have different feelings about appropriate post-COVID messaging. Close to 60% of those with children under age 3 favored a return to pre-virus messaging, compared to just 34% of those who have no kids. And while more than 60% of women said they think brands should behave as if the post-virus world is completely different, men were split 50-50 between forward-looking and nostalgic messaging.

While both groups put a high priority on themes around price controls for key items (such as hand sanitizers, masks and toilet paper) consumers who think we should return to earlier themes are more likely to favor communications around brand innovation, promotions and general product information. But consumers who feel it’s important to recognize that the world is different now would prefer to see messaging about protecting the health of consumers and employees.

“If you’re an agent who serves the 55-plus demographic, you need to be able to adapt and update your skills digitally,” said Mike Cuevas, founder of realestatemarketingdude.com. But being able to present and show virtually are key no matter what the demographic, he added. “COVID has changed the way we present, and the way people see properties. And they won’t really see properties now unless they’re interested.”

And getting them interested is all about the type of content you provide. “Focus on solving problems, not selling services. The message shouldn’t always be about real estate. Think of yourself as a community resource,” Cuevas said. Agents whose clients include lots of young families could offer a list of daycare options. Other ideas include providing a list of local restaurants that offer takeout or are open for dining.

Agents should also think about helping out the communities they serve in hands on ways. “There’s a huge opportunity right now to generate a ton of attention around your brand by taking part in helping our communities,” Cuevas said. “Get behind efforts to help out small businesses [that have been impacted by COVID-19 or protests].”

And with fewer in-person meetings on agendas, video content has never been more important. “You can’t shake hands anymore,” Cuevas said. “This is how you market yourself. Content is what converts the consumer.”

While your content should reflect your own personal expertise, it should also shine a light on who you are as a person. “It’s all about just connecting right now,” Cuevas said.  “The biggest mistake I see agents making is they use content to try to sell. That’s a mistake. Focus on attention versus sales and you win every time.”

Financial resources in a time of economic crisis

It’s been about two years since the National Association of Realtors launched its financial planning and assistance wing, the Center for Realtor Financial Wellness, and just in time to find its footing for the coming global recession.

The center offers Realtors financial help in a variety of ways, such as assistance with taxes, strategies for investing, tools for budgeting, and more, and has amassed a collection of webinars in just a few years and made them available to view on demand.

Laying the groundwork over the last few years has positioned the program to adjust quickly to the pandemic with COVID-19-specific programming and virtual seminars to take the place of live events originally planned for later this year.

NAR Director of Member Development Kasey Stewart said the center grew out of an idea that originally aimed to help provide education and support for Realtors investing in real estate.
A survey of membership at the time, however, revealed that half of Realtors were not saving for and were not prepared for retirement, Stewart said. She emphasized that, because real estate brokers and agents usually work as independent contractors and often are not provided the same financial help and resources as other kinds of employees, the center’s work is vital to many members’ long-term monetary security.

“We try to cover the full spectrum of financial issues that independent contractors face,” Stewart said.

Brittany Schanck, financial wellness manager with NAR, said the center doesn’t take a cookie-cutter approach but rather tailors its assistance to the needs of each individual member seeking help. Brokers help their clients make what is often the most important financial decision of their lives, but who helps them in their financial journey, she asked.

The center was beginning to increase its notoriety earlier this year, holding its first live event on March 4 with the Bay East Association of Realtors in California, where the center offered sessions on good financial habits, investment strategies and retirement planning. But the first in-person event would be the center’s last for the foreseeable future due to the coronavirus pandemic. Like everyone else facing this new reality, the center had to pivot and focus on providing information about coronavirus-related issues and holding virtual events.

Programming quickly focused on helping members understand various aspects of the federal stimulus package such as the Payment Protection Program, Stewart said. She advised members who are new to the program to visit the center’s web portal at financialwellness.realtor and complete a 10-question assessment to determine where they are in their careers and overall financial security. They then can begin to set financial goals and find a clear path toward achieving those goals.

One of the best parts, Stewart said, is there’s no cost. “We fund it through member dues,” she said. “We just want to help them. It’s truly a benefit.”


Additional financial resources are available on NAR’s website, and from AgentEDU’s free business plan template.