What makes a slogan work
A good slogan is short, true and says one thing. It doesn’t need to be clever. “Straight answers. Smooth closings.” tells a client what to expect. “Excellence in real estate” tells them nothing.
Three tests
- Can you prove it? “#1” and “best” need a measure, an area, a period and a source. “I answer my phone” only needs you to answer your phone.
- Does it fit on a sign? Six words or fewer reads from a moving car.
- Would a competitor say the same thing? If so, add your name or your area.
Claims to stay away from
- “Free”. Under the REALTOR® Code of Ethics you can’t describe brokerage services as free if you’re paid by anyone.
- Rankings without proof. Texas, for one, treats ranking yourself without objective criteria in the ad as misleading.
- Words about people. “Family”, “exclusive” and “safe” describe who belongs, not the home, and can raise fair housing questions.
- Words attached to “REALTOR®”, such as “top” or a city name.
Your brokerage’s name still has to appear wherever the slogan does. Before printing, search the phrase to see who else uses it nearby, and get your broker’s approval. More in real estate advertising rules every agent should know.
Questions agents ask
What is a good slogan for a real estate agent?
One that is short, true and specific to you: your name, your area or the way you work. Avoid claims you can’t prove, such as “best” or “#1”.
Can I say I’m the #1 agent in my slogan?
Only if you can show the measure, the area, the period and the source, and your state’s advertising rules allow it. Without those it is likely to be treated as misleading.
Do I need to trademark my slogan?
Not to use it, but check that nobody nearby already uses it. Ask an attorney if you plan to build a brand on it.