The latest elections in Cyprus for European Parliament members have shown us several valuable lessons, and the one that struck a chord with the real estate industry here is branding. We got used to the same political parties giving the same political speeches, berating their opposition and not really creating a sense of connection with the citizens of our island.

Going around Cyprus, you see the faces of politicians everywhere, accompanied with slogans of which their meaning is as empty as a shell. They reflect short-term branding strategies, which if they were done with a long-term strategy in mind, they would have entirely different outcomes. 

However, the key message here is, they are not afraid or concerned with exposing a part of themselves to connect with people better. 

Why don’t we real estate agents put ourselves more out there? Our personal brands and personal voices can offer a medium of connection with prospective homeowners, buyers, and investors.

At M.Residence, we give each of our agents the time to build their personal brand. Not on old-fashioned billboards, but through digital means to connect with a wider audience. Branding is something that the entire real estate industry in Cyprus should pursue. Empower agents with their own brand.

Thinking Long-term

Most real estate agents today think of marketing as a tool for immediate gains—short-lived promotions designed to capture attention quickly. Similarly, we see that in elections every year. Known and unfamiliar politicians launch 2-3 month electoral campaigns with the hopes of convincing people that they’re the better pick. If we follow this same approach in real estate, which many agents do, they end up setting false expectations and accomplishing very little, at the end of the day.

Instead, build a personal brand over time. Share your market insights with your audience to build authority, show your audience how the market is moving to build trust, and stay true to yourself and your values to build authenticity. These three elements are the result of successful long-term branding.

It’s about building a reputation that clients recognize and trust. A consumer-centric study highlights that 73% of consumers buy from brands they trust, not from companies with short-term marketing campaigns. Effective branding strategies forge deep relationships with customers, cultivating the essential components in the decision-making process for potential clients.

Branding: The Capeless Hero

Since our inception, M.Residence has chosen the path less traveled. We don't use billboards to shout our presence; our brand speaks through every interaction, social media post, and piece of merchandise like t-shirts and beach umbrellas. These are our silent ambassadors, always reinforcing our identity. Alongside these silent ambassadors is the voice of each agent at M.Residence. They bring their own personal brand, adding to our company ethos. It’s our personal touch to the real estate experience that defines us.

For newcomers to the real estate industry, our advice is clear: focus on branding. Invest in building a strong, recognizable identity. Marketing will bring you clients today, but branding will keep them coming back tomorrow. It's not about the immediate sale; it's about creating a legacy.

Strong brands build emotional connections with customers, leading to higher customer retention rates. M.Residence is synonymous with high-rise luxury and cutting-edge technology. We’ve achieved this not through aggressive marketing, but through a relentless focus on our brand. Every touchpoint, from our social media presence to the way we interact with clients, reinforces this image.

So, just as we saw in the recent European Parliamentary elections, branding is your capeless hero in real estate, where competition is fierce. That’s why we don’t market properties; we create experiences, opening the door for us to become the powerhouse we are today.

Until next time,

Nikolas Michalias