The Importance of a Brand Strategy and timing in Real Estate: Standing Out in a Changing Market

In every real estate market, there comes a time when the status quo no longer suffices. Markets are often homogeneous—companies handle their listing marketing in similar ways, and differentiation feels like a distant dream. Then comes the inevitable shift: the “phase of change.”

Some will embrace the change and lead it. Others will cautiously follow. And many will resist until the change becomes unavoidable. This resistance stems from one universal truth: change is hard.

However, in a market that’s undergoing transformation, standing out becomes even more challenging because everyone seems to be “doing it” at the same time.

The Lessons from Norway: The Evolution of High-End Brands

Take Norway as an example. Around the year 2000, the high-end real estate market was dominated by three key brands: Ek, Sem & Johnsen, and Aktiv. The rest of the market consisted of banks and smaller companies.

For years, the landscape remained stable. Then the market entered its phase of change, and suddenly, new high-end brands began emerging: Poppe, Eie, Privatmegleren, Nordvik, DNB’s premium brand, and Partners.

While these brands brought innovation and competition, they also crowded the high-end market. Today, Norway has reached a point where creating another high-end brand without facing serious competition is nearly impossible. The market is saturated.

From the Phase of Change to the Phase of Stability

Now, Norway has entered what we can call the “phase of stability.” This phase presents a unique opportunity for real estate companies and agents to position themselves differently.

When the market stabilizes and becomes saturated, customers naturally start looking for the next new thing. It’s in our nature to seek what’s fresh and exciting. The brands that take advantage of this phase are the ones that survive—and thrive—in the long term.

Finding Your Position: Lessons from Compass

Compass, a real estate company in New York, provides a clear example of successful positioning. In a market already dominated by luxury brands like Corcoran, Elliman, Sotheby’s, Brown Harris, and Halstead, Compass entered with a completely different approach.

They didn’t try to become “just another high-end brand.” Instead, they positioned themselves as the tech-savvy real estate company, appealing to both agents seeking innovation and sellers who believed technology could help sell their homes.

Their success wasn’t just about offering something new—it was about timing, finding an available market position, and making it attractive. Despite ups and downs, Compass has carved out a strong presence in the U.S. market.

Where Is Your Market Now?

Every real estate market goes through these phases. Understanding where your market currently stands—whether in stability or change—is critical to your strategy. Here’s how to position yourself effectively:

1. Analyze the Market Phase

Is your market in the phase of change, where everyone is trying to differentiate? Or has it moved to stability, where sameness dominates? Identifying this is the first step to finding your unique position.

2. Identify an Available Position

What’s missing in the market? Is there room for a tech-savvy brand, a budget-friendly alternative, or a hyper-local expert? Find the gap that others haven’t filled.

3. Ensure Your Position Is Attractive

Your chosen position must appeal to both agents and clients. What will make agents want to join your company? What will make sellers and buyers trust you over the competition?

4. Make It Profitable

Positioning isn’t just about being different—it’s about being sustainable. Ensure that your differentiation supports long-term profitability.

Conclusion: Stand Out, Don’t Blend In

The real estate industry is highly competitive, and most markets are saturated with companies that look and act the same. To stand out, you need a clear brand strategy that aligns with the market’s phase and your goals.

The “phase of change” can be overwhelming, but it’s also an opportunity for companies and agents to lead the way. The “phase of stability” might seem comfortable, but it’s when true innovation can shine.

Ask yourself:

• Where is your market now?

• What’s the next available position?

• Is it attractive to both agents and clients?

• Most importantly: Is it profitable?

Your answers to these questions will determine whether you lead the market—or blend in with the rest.