Marketing archetypes are an important tool for real estate agents looking to build their brand and attract clients. These archetypes represent different personality traits and characteristics that people associate with specific brands, and they can be a powerful way to position your real estate business in the minds of your clients. In this article, we’ll explore the concept of marketing archetypes and how agents can use them to understand their brand and position it with clients.
What are Marketing Archetypes?
Marketing archetypes are a set of character archetypes that represent different personality traits and characteristics that people associate with specific brands. These archetypes were first introduced by psychologist Carl Jung and were later popularized by marketing expert Margaret Mark and Carol S. Pearson in their book “The Hero and the Outlaw: Building Extraordinary Brands Through the Power of Archetypes.”
There are twelve primary marketing archetypes, each with its own set of unique characteristics and values. These archetypes include:
- The Innocent – Represents goodness, simplicity, and optimism. Examples: Coca-Cola, Subway, Campbell’s Soup.
- The Explorer – Represents adventure, independence, and discovery. Examples: Jeep, Patagonia, REI.
- The Sage – Represents intelligence, knowledge, and expertise. Examples: Google, The New York Times, TED.
- The Hero – Represents strength, courage, and sacrifice. Examples: Nike, FedEx, Volvo.
- The Rebel – Represents rebellion, nonconformity, and revolution. Examples: Harley-Davidson, Apple, Diesel.
- The Magician – Represents transformation, vision, and creativity. Examples: Snickers, Disney, Red Bull.
- The Everyman – Represents humility, authenticity, and relatability. Examples: McDonald’s, Walmart, Target.
- The Lover – Represents intimacy, passion, and sensuality. Examples: Victoria’s Secret, Godiva, Chanel.
- The Jester – Represents humor, playfulness, and irreverence. Examples: M&M’s, Geico, Old Spice.
- The Caregiver – Represents compassion, nurturing, and generosity. Examples: Johnson & Johnson, Toms Shoes, Campbell’s Soup.
- The Creator – Represents imagination, innovation, and originality. Examples: Apple, Lego, Adobe.
- The Ruler – Represents control, authority, and power. Examples: Rolex, Mercedes-Benz, American Express.
(There are some brands that dip into two or so archetypes because of the variety of products like Disney and Apple. For yourself, you will want to stick to one primarily because of budget constraints. Trying to be the Hero and the Jester is tough.)
Each of these archetypes has a unique set of personality traits and values, and each can be used to position your real estate brand in a specific way. Understanding which archetype best represents your brand can help you connect with your clients on a deeper level and create a more compelling brand story.
How to Determine Your Marketing Archetype
To determine your marketing archetype, you should start by examining your values and your brand personality. What values do you want your brand to represent? What personality traits do you want to convey to your clients? By understanding these elements, you can start to identify which archetype best represents your brand.
It’s also helpful to consider your target audience when choosing an archetype. What kind of clients do you want to attract? What personality traits and values are they likely to respond to? By understanding your target audience, you can choose an archetype that will resonate with them and help you build a deeper connection.
How to Use Your Marketing Archetype
Once you’ve determined your marketing archetype, you can use it to guide your branding and marketing efforts. Here are some tips for using your archetype to position your real estate business with clients:
1. Be Authentic
One of the most important things to keep in mind when using your marketing archetype is to be authentic. Don’t try to be something you’re not just because you think it will appeal to your clients. Instead, focus on highlighting the values and personality traits that are already a part of your brand.
2. Use Storytelling
Storytelling is a powerful way to connect with your clients and create a more compelling brand story. Use your archetype to guide your brand story and make it more engaging and relatable. For example, if your archetype is the Creator, you might highlight how you approach real estate as a creative process, always looking for new and innovative ways to help your clients.
3. Choose Your Marketing Channels
Different marketing channels are more effective for different archetypes. For example, social media might be a more effective channel for a Jester archetype, while print advertising might be more effective for a Ruler archetype. Choose the marketing channels that best align with your archetype and the values and personality traits that you want to convey.
4. Stay Consistent
Consistency is key when it comes to
using your marketing archetype to build your brand. Once you’ve identified your archetype and established your branding and marketing strategy, it’s important to stay consistent in your messaging, imagery, and overall approach. Consistency will help reinforce your brand identity and make it easier for clients to remember and recognize your brand.
Takeaways
Marketing archetypes can be a powerful tool for real estate agents looking to build their brand and attract clients. By understanding your values, personality traits, and target audience, you can choose an archetype that resonates with your clients and helps you build a deeper connection. Use your archetype to guide your branding and marketing efforts, be authentic and consistent, and always focus on building a strong, compelling brand story. With these tips and strategies, you can position your real estate business for success and establish a powerful, memorable brand.
