Realtor Brand Kit: Fonts, Colors, and Post Styles That Signal “Pro”
You’ll ship a tight brand kit this week: a three-color 60-30-10 palette, a headline/body type pair, and a signature post style that makes every asset read “pro.” Use this to align your website, email, and social in one pass, then keep it consistent with simple acceptance criteria. Want content ideas to plug into the templates? Steal a few from our content ideas list.
Why This Works
People judge visual credibility in seconds. A fixed palette and type pair reduce noise so your message lands quickly. A signature post style creates instant recognition in the feed and in ads. Consistency compounds: each touch feels familiar, which nudges response and shortens the path to appointments.
Your kit turns preferences into rules. Three colors, one type pair, one post format. Publish those rules and require deliverables to match. When assets line up across website, email, mail, and social, your audience trusts the source and acts sooner.
- Three-color 60-30-10 palette to manage contrast and hierarchy.
- Readable headline/body type pair with locked sizes and weights.
- Signature post style for thumbnails, captions, and CTA placement.
What to Do First
Pick one primary, one secondary, and one accent color. Write the hex codes down and decide where each lives: backgrounds and buttons for the primary, headlines and overlays for the secondary, rules and badges for the accent. Add a neutral text color that passes contrast on white or dark.
Choose a headline family that’s bold and a body family that’s clean on mobile. Lock sizes by channel: website H1/H2, email header and body, social thumbnail text. Save both to your brand PDF and a shared folder. When you start promoting listings with the new kit, borrow tactics from our listing promotion playbook.
Main Moves
Palette: Use the 60-30-10 rule across channels. Primary handles 60% of surfaces. Secondary carries about 30% for headlines or dark panels. Accent stays at 10% for highlights and buttons. Keep white space generous so text breathes on mobile.
Type: Choose a bold sans for headlines and a highly readable body face. Publish weights and sizes. Example: Headlines 700 at 28–34px on web; body 16–18px with 1.6 line-height. For print, convert sizes to points and keep contrast high for seniors. Need local search lift once styles are live? See how to structure pages in our local SEO guide.
- Logo safe-area: half the cap height on all sides. Never distort or reduce opacity.
- Thumbnail rules: 5–7 word headline, one focal image, high contrast, center-weighted.
- CTA placement: last line in caption plus a fixed button style on graphics.
Playbook Notes
Run a four-week sprint. Assign owners and set acceptance criteria. By the end, every asset uses the same colors, type, and post format. Track performance weekly and adjust where contrast or sizes miss the mark.
Use this cadence to ship on schedule and keep the kit enforced. For execution help beyond the kit, our team can align your email templates and monthly cadence through Email Marketing for Realtors®.
| Week/Phase | Channel | Action | Owner | Cost | Success Metric |
|---|---|---|---|---|---|
| Week 1 | Strategy | Approve 60-30-10 palette + neutrals | Agent | $0 | Signed PDF in 48 hours |
| Week 1 | Design | Choose headline/body type pair + sizes | Vendor | $150–$300 | Spec sheet published |
| Week 2 | Brand | Logo kit + safe-area rules | Vendor | $150–$400 | No distortions in audit |
| Week 2 | Social | Build 6 signature post templates | Vendor | $300–$800 | Saves/shares ≥3% of reach |
| Week 3 | Web | Apply colors and type to site | Vendor | $200–$600 | Landing CVR baseline set |
| Week 3 | Campaign/newsletter template | Vendor | $150–$300 | Open 20–35% | |
| Week 4 | Postcard + letterhead with QR/UTM | Vendor | $250–$600 + print | 5–20 QR visits/200 | |
| Week 4 | Paid | Retargeting set aligned to kit | Vendor | $300–$900 media | CVR 12–25% |
What Matters Most
- Approve three brand colors and write the hex codes.
- Choose a headline and body type pair with exact sizes.
- Publish a one-page brand PDF in your shared folder.
- Create logo files and safe-area rules in PNG/SVG.
- Build six social templates that match the kit.
- Update website buttons, headings, and forms.
- Ship an email template with consistent header and footer.
- Produce a postcard and letterhead with QR and UTM.
- Launch a retargeting set using the new thumbnails.
- Audit every new asset against acceptance criteria.
- Track KPIs weekly and adjust contrast or sizes.
- Revisit the kit in 90 days for small refinements.
Main Moves
Market Snapshot Post
Goal: Drive profile taps and valuation form visits. Audience: Homeowners in your farm. Creative: Dark panel, 5-word headline, one stat, logo in safe-area. Headline: “This Week’s Prices Moved.” CTA: “Get the 60-second snapshot.”
Seller Prep Carousel
Goal: Book consults with near-term sellers. Audience: Homeowners planning within 90 days. Creative: 5 slides, same template, accent badges. Headline: “Three Fixes Before Photos.” CTA: “Book a pricing consult.”
$900–$1,800 total. Palette + type spec, logo kit, 6 social templates, email template, one postcard design. Cadence: 2 posts/week, 1 email/month, 1 postcard/month. Split: 70% design, 30% light media ($10/day retargeting weeks 7–12).
$2,500–$4,500 total. Everything in Starter plus web style pass, second postcard, letterhead, lead magnet landing page. Cadence: 3 posts/week, 1–2 emails/month, 1 postcard/month, retargeting daily ($15–$25/day weeks 5–12).
Why This Pays Off
Measure performance where it turns into appointments. For email, track opens between 20–35% and CTR between 2–5%. For organic social, watch saves and shares as a percent of reach at three percent or better. Mail response should land between 0.5% and 2.0% with at least five QR visits per two hundred pieces mailed.
Use UTM links everywhere. Example: utm_source=social&utm_medium=organic&utm_campaign=brand_kit_q4. Give each mail piece a unique QR. Clean your email list quarterly. Tag replies in your inbox for “booked,” “pricing,” or “timeline” so you can report consults and signed listings weekly.
| Channel | Good | Great | Elite |
|---|---|---|---|
| Email Open | 20–25% | 26–31% | 32–35% |
| Email CTR | 2.0–3.0% | 3.1–4.0% | 4.1–5.0% |
| Email Reply | 0.5–0.9% | 1.0–1.3% | 1.4–1.5% |
| Organic Saves/Shares | 3.0% of reach | 3.5–4.5% | 4.6%+ |
| Landing CVR | 12–15% | 16–20% | 21–25% |
| Mail Response | 0.5–0.9% | 1.0–1.5% | 1.6–2.0% |
Three Ready-to-Use Script Frameworks
“Brand in 60 Seconds” Reel (≤ 15s)
Dialogue (agent)
- Hook (0–2s): “Here’s how every post looks pro.”
- CTA (last 2s): “DM SNAPSHOT for the kit.”
On-screen text
- 60-30-10 palette
- Type pair locked
- Signature post
Shot list / B-roll
- Quick swatch reveal.
- Headline vs. body type comparison.
- Template grid with logo safe-area.
- CTA card with URL/QR.
Beat mapping
Cut every 1.0–1.2 seconds. Open on color, close on CTA card. Keep captions large and centered.
Problem → Solution Carousel
Dialogue (agent)
- Hook: “Your feed looks different every day?”
- Build: “Use one palette, one font pair, one layout.”
- CTA: “Comment KIT for the checklist.”
On-screen text
- Pick 3 colors
- Lock sizes
- Post template
Shot list / B-roll
- Messy grid → tidy grid transition.
- Before/after thumbnail contrast.
- Logo safe-area overlay.
End on a branded CTA card linking to your valuation page or consult booking.
Local Proof + Brand Consistency
Dialogue (agent)
- Hook: “Three seller wins from this month.”
- Build: “Same template. Clear pricing advice.”
- Reveal: “People recognized the brand card.”
- CTA: “Save this format and copy it.”
On-screen text
- Template consistency
- Short headline
- CTA bottom-right
Shot list / B-roll
- Street sign → yard view.
- Price range badge.
- DM CTA overlay.
What Successful Realtors® Are Reading
FAQ
How many colors should my brand kit include?
Use three brand colors plus neutrals. Assign the primary to backgrounds and buttons, the secondary to headlines or dark panels, and the accent to rules and badges. Keep the accent near ten percent of any asset so it retains punch and doesn’t compete with text.
Which fonts work best for Realtors®?
Pair a bold, modern sans for headlines with a highly readable body face. Lock sizes by channel and publish weights. Example: Headlines 700 at 28–34px on web; body 16–18px with 1.6 line-height. Test on a phone first since most traffic is mobile.
How do I keep vendors from going off-brand?
Share a one-page brand PDF, the logo kit, and a folder of templates. Add acceptance criteria to every request. Require a quick proof before production. If drift appears, pause work and route them back to the PDF and template files.
What’s a signature post style and why use it?
It’s a locked layout for thumbnails and feed posts: headline zone, image zone, logo safe-area, and CTA. It creates instant recognition and saves time. Build six templates—market stat, listing promo, testimonial, tip, open house, lead magnet—and reuse them.
How fast will I see measurable results?
Expect directional signals in 30 days and pipeline impact in 60–90 days. Watch saves/shares per post, email CTR, and mail QR visits. Hold the cadence steady for one full cycle before scaling budget.
What’s the minimum viable cadence if I’m busy?
Two posts per week, one monthly email, one postcard per month. Keep the palette and type pair locked so fewer assets still look cohesive. Schedule content in batches to protect time.
How do I track without a complex CRM?
Use unique URLs with UTM tags, one QR per mail piece, and a simple spreadsheet to log clicks, replies, and booked consults. Tag inbox replies with “booked,” “pricing,” or “timeline” and summarize weekly.
Want us to build and police your brand kit so every post looks pro from day one? Start with Social Media Management for Realtors®.
Complete Multi-Channel Marketing Program
- Custom-branded marketing assets featuring you and your brand
- Branded social media: your services & testimonials (3/week)
- Listing social media: Just Listed • Open House • Pending • Sold
- Email campaigns personalized to you and your area
- Digital retargeting & contextual ad campaigns to your area
- Direct mail campaigns (scope & frequency set by you)
- GEO farm / niche marketing: direct mail & email campaigns
- Database formatting & research (priced per name researched)
- Consulting, strategy, coaching & accountability sessions
Pricing shown reflects current platform rates; ad spend and any postage/printing are billed separately.
