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What The Top Real Estate Brokerages’ Color Choices Say About Them

In March’s Advertising and marketing and Branding Month, we’ll go deep on agent branding and greatest practices for spending with Zillow, Realtor.com and extra. Prime CMOs of main companies drop by to share their latest techniques, too. And to high off this theme month, Inman is debuting a model new set of awards for branding and advertising leaders within the business known as Advertising and marketing All-Stars.

What coloration must you use in your emblem? What coloration tie must you put on to that massive assembly? Whether or not you notice it or not, coloration has an impact on the best way you and your model are perceived, and even in your vitality degree. Every part from the paint coloration in your workplace to the dominant coloration in your Instagram feed tells potential purchasers one thing about you.

Able to assume previous the old-school pink or blue dichotomy? Colour can say a lot extra. Discover out what your present coloration scheme is telling individuals and how one can change up the narrative.

Emotional perceptions of coloration

Chances are you’ll assume you realize what’s steered by varied colours. In spite of everything, pink equals dynamic, passionate and highly effective, so it’s a pure coloration in your headshot outfit or emblem, proper? Properly, possibly not.

Listed here are just some of the results pink has on the viewer or wearer based on a current survey of psychological research on the subject:

  • Purple stimuli have been proven to have an attention-getting benefit.
  • Carrying pink has been proven to supply a bonus in athletic competitions (assume Tiger Woods’ pink “Sunday shirt.”)
  • Viewing pink has been proven to lower efficiency in cognitive duties and analytical considering.
  • Purple clothes has been proven to make the wearer seem extra aggressive.
  • Seeing pink within the context of feat causes individuals to keep away from the wearer or train elevated warning.

Subsequently, it’s not essentially so simple as coloration equals Feeling when desirous about coloration psychology. Within the case of pink, for instance, it could be nice for capturing consideration in a emblem however would make a nasty paint coloration in your workplace. When you would possibly like the thought of an influence coloration like pink for a tricky negotiation, a coloration related to belief (like blue) or peace (like inexperienced) would possibly make that assembly go extra easily.

Model perceptions of coloration

One strategy to get some cost-effective coloration perception is to try the colours main corporations use for his or her logos and branding. In spite of everything, they’ve enormous budgets to commit to market analysis and shopper desire.

In response to a current survey by graphic design platform Canva, there may be exceptional commonality amongst sorts of industries and their related colours. These embrace:

  • White: tech, drugs, wellness (assume Apple)
  • Pink: magnificence, toys, lingerie (assume Victoria’s Secret)
  • Purple: retail, well being (assume Goal)
  • Orange: health, logistics, tech (assume Orange Concept)
  • Yellow: health, digital, funds (assume Ikea)
  • Blue: finance, well being, tech, insurance coverage (assume American Categorical)
  • Black: style, finance, automotive (assume Adidas)
  • Purple: luxurious, tech, design (assume Versace)
  • Brown: sweet, espresso (assume Godiva)
  • Inexperienced: eco-friendly, well being, outdoor (assume Entire Meals)

When desirous about your workplace, emblem and different branding parts, you would possibly need to contemplate the kind of enterprise you need to align your self with. 

For instance, if you wish to emphasize your organization’s use of expertise, you would possibly need to favor a clear, minimalist design with white because the dominant coloration. If you wish to emphasize your strong, financially sound market evaluation, blue could be a great coloration to make use of. If you wish to model your self as a luxurious dealer, purple or black can be efficient.

The extra you may leverage the associations which have already been created by large company manufacturers, the extra you may talk by your personal branding parts. Take into consideration what firm you want to be in comparison with, then search for its emblem and use its coloration (or colours) as your personal. 

So right here’s how the most well-liked actual property manufacturers shake out relating to the colour story they’re telling:

Black and white minimalism



Elegant and fashionable in its simplicity, what the Compass emblem lacks in coloration it makes up for with its distinctive emblem design and the suggestion of a directional arrow within the letter O. With a emblem this distinctive, an excessive amount of coloration would detract somewhat than improve.

Purple and grayscale



This can be a standard coloration mixture, infusing the minimalism of a black-and-white coloration scheme with the vitality of pink. One other benefit? It catches your consideration from a distance, whether or not on workplace signage, property signage or advertising collateral.

Orange and blue

As talked about beforehand, orange is commonly related to health and tech industries, which could be very applicable for eXp’s cloud-based brokerage model. As a central part of the Anyplace rebrand of the venerable firm Realogy, this coloration mixture feels recent and youthful.

Purple, white and blue



RE/MAX has at all times leaned into its market protection as a model power and differentiator. Its pink, white and blue coloration scheme, taken along side the recent air balloon emblem, reminds the potential shopper that RE/MAX can serve them nearly wherever they need to purchase or promote.

True blue

The navy logos of each Sotheby’s and Coldwell Banker bespeak magnificence, sophistication and trustworthiness. Each logos are clear, and there’s a quiet suggestion of strong dependability of their branding.

And now for one thing utterly totally different

These outliers are actually attention-getting, making use of shiny or uncommon colours not typically seen within the logos of main manufacturers.



Each Weichert and Howard Hanna’s shiny yellows are actually notice-worthy, with HH particularly providing a Packer-backer vibe.



The EXIT emblem’s teal coloration scheme offers a touch of Miami Vice, although the corporate was initially based in Canada.



Whereas BHHS’s purple is uncommon, the shade used is pretty muted, permitting it to face out with out shouting.

Private branding vs. brokerage branding

When you’re seeking to create a brand new model identification that’s private in your actual property enterprise, you’ll in all probability need the colours to not less than mesh together with your brokerage’s model. That could be tougher in case your brokerage has a extremely uncommon coloration scheme, although it is going to be easier in case you’re working with a black-and-white or navy-and-white scheme, like so many brokerages.

Chances are you’ll select to match your brokerage’s colours precisely with your personal private model. If that’s the route you resolve on, ask your dealer, advertising supervisor or workplace supervisor for the colour codes (RGB or Hex) your model makes use of somewhat than attempting to guesstimate the colour.

When you’re doing your personal designs on a platform like Canva, you may specify the colour code you need, guaranteeing that your whole advertising collateral is completely coordinated.

Alternatively, it’s possible you’ll need to select a complementary coloration somewhat than an identical one. Have a look at a coloration wheel, and discover a coloration that sits beside your brokerage’s dominant model coloration if you need a coloration that blends effectively. Discover a coloration that sits straight throughout out of your brokerage’s model coloration if you need one thing that can pop and supply a definite, but coordinated, distinction.

When you don’t need to take your model’s coloration story into consideration, contemplate in search of a coloration that speaks to you personally or that speaks distinctly to your market.

Listed here are a number of locations to begin:

  • If sports activities are massive in your space, search for the colour codes in your favourite native crew.
  • When you love luxurious, it’s possible you’ll need to copy the colours of your favourite upscale model, like Hermes orange or Tiffany blue.
  • Have a bit of art work or a web-based picture you’re utilizing for inspiration? There are a lot of on-line “coloration pickers” that help you add a picture and consider the colours in it to give you the related coloration codes.

There’s nearly no restrict to the other ways you may take into consideration coloration and use it to raised outline your model. One of the best recommendation? Have enjoyable with it, and use it to create a model identification that appears and feels authentically you.

Christy Murdock is a Realtor, freelance author, coach and marketing consultant and the proprietor of Writing Actual Property. She can also be the creator of the web course Crafting the Property Description: The Step-by-Step Method for Reluctant Actual Property Writers. Comply with Writing Actual Property on TwitterInstagram and YouTube.