Editor’s note: This is part one of a two-part best practices series.

In February I made a polite demand to put focus on good design. Things should not only look good, but your entire marketing strategy should look and feel consistent. This goes beyond what typeface you are using.

Is your brand consistent?

When you look at your online presence (Facebook, Twitter, website, blog) and compare them to your printed marketing collateral, do they all carry the look and feel of your brand? The simpler the better! Don’t go crazy with a ton of typefaces and colors. Unit Realty Group in Boston is a great example of this. They are consistent on all facets.

Unit Realty Group Brand

Unit Realty Group’s website, Facebook, Twitter and business card showing consistency in their overall brand.

Be careful with DIY design:

  • There is nothing worse than seeing stretched or warped type and logos. Stop the madness! Never, under any circumstances, should you stretch type or your logo. Instead, play with size, style, color and kerning (kerning is simply the space between two individual letters). As for your logo, have a couple variations of your logo on hand. Perhaps a horizontal logo and one that will fit more to a box form.
  • Utilize the services that may be provided by your brokerage or title company. Heck, even a freelance designer would be willing to help and point you in the right direction (I promise, we don’t bite). We love nothing more than to make things look cohesive.
  • As my fellow design nerd Heather Ostrom (@RosevilleRockLn) would say, “Look past the Kinko’s of the world!” I’m all about local. Start setting up a relationship with a local printer that can ultimately be your go-to person when you need marketing materials printed. Quality printing makes all the difference.
  • Learn to appreciate negative space vs. filling up every spare inch on any of your marketing pieces (including your website). What is the call to action? What information is most important? You don’t want to end up with an eyesore.

Let’s recap! 

  1. Keep it simple. Think about your font and color and stick with it on all marketing pieces for your real estate business.
  2. Never stretch your type or logo. Ever.
  3. Ask for help! You need quality marketing pieces, and there are plenty of people out there who actually enjoy this stuff (like me!).
Show Comments Hide Comments
Sign up for Inman’s Morning Headlines
What you need to know to start your day with all the latest industry developments
By submitting your email address, you agree to receive marketing emails from Inman.
Thank you for subscribing to Morning Headlines.
Back to top
Only 3 days left to register for Inman Connect Las Vegas before prices go up! Don't miss the premier event for real estate pros.Register Now ×
Limited Time Offer: Get 1 year of Inman Select for $199SUBSCRIBE×
Log in
If you created your account with Google or Facebook
Don't have an account?
Forgot your password?
No Problem

Simply enter the email address you used to create your account and click "Reset Password". You will receive additional instructions via email.

Forgot your username? If so please contact customer support at (510) 658-9252

Password Reset Confirmation

Password Reset Instructions have been sent to

Subscribe to The Weekender
Get the week's leading headlines delivered straight to your inbox.
Top headlines from around the real estate industry. Breaking news as it happens.
15 stories covering tech, special reports, video and opinion.
Unique features from hacker profiles to portal watch and video interviews.
Unique features from hacker profiles to portal watch and video interviews.
It looks like you’re already a Select Member!
To subscribe to exclusive newsletters, visit your email preferences in the account settings.
Up-to-the-minute news and interviews in your inbox, ticket discounts for Inman events and more
1-Step CheckoutPay with a credit card
By continuing, you agree to Inman’s Terms of Use and Privacy Policy.

You will be charged . Your subscription will automatically renew for on . For more details on our payment terms and how to cancel, click here.

Interested in a group subscription?
Finish setting up your subscription