Insights from 18,000+ Naming and Branding Projects

How to Name Your Real Estate Business

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Great names preframe a brand experience, attract attention, get remembered, connect with an audience, and facilitate buzz, referrals, and sales. Your company name can be a true communication asset, helping you reach key business goals – and we’re not just talking about abstract goals like the development of brand recognition over time:

When the owners of a real estate business use a great name, they are likely to attract more customers from Google search than their competition who is using a flat, uninteresting name.  And no one wants to be the business that causes this awkward situation:

“Hey, where did you search for your house? I’d love one just like it!”

“Oh, this. It was a really simple website that was great to use. Over at … oh, I can remember the name right now.”

With this in mind, follow these guidelines to develop your owner amazing [business] name ideas and finding a great name that will help you succeed:   

Know Just Where You Need to Go

You are launching a real estate business, and you’re struggling to find the right name. The first step is to hone the creative process. Start by thinking about the brand that you’re trying to build, and determine some core concepts essential to the success of your company.

Most people choose real estate business name ideas that are professional, welcoming, and easy to remember. However, modern names are also a great options as they will help you stand out and get noticed.

Ask yourself, What do I want people to know about my real estate business immediately?

Here are some common answers:

  • It is High-end
  • It is Modern
  • It is Unique
  • It is Fun

Deciding which direction works best for your company will give you a sharp focus and help you develop a name (and a brand) that will support your success.  

Knob & Key Realty, a winning name from one of the many Squadhelp Real Estate Naming Contests, is a great example of a unique name that draws you to exactly what you’re looking for. It’s all about two of the great things you get with your new house.  

Slim Down Your Needs

Now that you’ve decided on a central direction, create a one or two sentence project statement to keep your naming efforts laser focused. Here are some examples:

  • We need a name that showcases the high class lifestyle that we can help our customers to find.
  • We need a name that captures the key ideas and values of our company, finding the perfect home for everyone.
  • We need a name that is strong and really lets people know we can get them the house of their dreams.
  • We need a name that’s classy and elegant, but shows we have houses in every price range.

A lot of companies dive into their naming project head first without taking the appropriate time to set the stage for success, hoping that “creativity” and “inspiration” will swoop in and provide an amazing outcome. After 15,000 naming projects, developing hundreds of real estate names, we believe strongly in a more systemic and strategic approach.

This is an example of a name that shows you just what you’re looking for, that brand new door. The project statement that resulted in the brand name probably read something like this: We’re looking for a name that’s simple but really makes our clients think about everything that they’re going to get with their new house.

Check Out What Really Drives You

Now it’s time to put pen to paper (fingers to keyboard … stylus to tablet). However you like to work, it’s time to brainstorm ideas.

Research your competition – Understanding the real estate businesses you’re competing against is an important aspect of developing effective real estate name ideas. One of the major decisions you’ll want to make when naming your business is, Do I want to fit in or stand out from the real estate industry?

Develop an Inspiration Deck – You can find inspiration for your company name ideas in so many places. Take a drive around town writing down your favorite names that you find, get a list of successful brands across any industry you can image using your go-to search engine, or explore winning business names ideas from crowdsourced branding contests. Building a list of inspiration is a well respected copywriting technique, and it will certainly help you develop great business name ideas as well.

When searching through real estate name ideas, you might be surprised and inspired by an outside the box approach like Gable & Grace. It’s all about getting those perfect gables for your home and the perfection of grace and elegance.

Things Your Name Needs

From a technical naming standpoint there are some important principles that you want to keep in mind:

Is it easy to say? Unfortunately, you may have to pass on a meaningful name if it’s difficult to say. For example, the iae vowel construct of the Latin word patriae (country) could cause much confusion if used in a business name.

Is it easy to hear? Test your name by calling a friend and saying, “I’m thinking about [insert name] as the name of my business. What do you think?” If there is a long pause or the reply is “What’s the name again?” You might have an issue.

Is it easy to spell? Simple misspellings such as Lyft, Flickr, Xero can work really well for a brand. But names that are very hard to spell will hinder your marketing and communication efforts.

Is it appealing?  Is your name pleasant to see and hear? Many times, in a quest to be unique or edgy, companies will select a name that lacks appeal with the target market. Consumers should like how your name looks and sounds. If they do, it’s much more likely that they’ll want to learn more about your business and talk to friends about your brand.

Is it remarkable?  Is your name memorable, and does it start conversations? Today’s average consumer is constantly bombarded by companies and products vying for their attention and business.

Is it evocative? Is your name emotional, experiential, descriptive, elegant, witty? A name should inspire a response from your target audience.

Also remember to avoid …

Obscure names: Can your name only be understood by a few people? Don’t go for an obscure name that only a handful of your target audience will be able to recall quickly. While a small number of your customers may appreciate an obscure name that only they understand, the rest will be confused and move on.

Neutral names: Is your name too safe or too boring? While you don’t want to choose an obscure or difficult name, you also don’t want to overcorrect and select a name that simply doesn’t excite consumers. A dull name means that you won’t stand out in a sea of competitors, putting you at a disadvantage from the start.

What Brand Are You Working For

A great real estate name will always be less appealing than your competition’s mediocre brand. It’s very hard to look at a list of names and get excited about them. One, two, or three words on a page can often feel flat.

The ability to bring a business to life in your mind is critical to the naming process. Imagine the story. Visualize the logo. See it on your products and packaging. Without envisioning your brand, you’ll have trouble getting behind any of the business name ideas that you’ve generated.

Can you see Thousand Keys posted on the front of your building? You’re definitely going to have plenty of those keys to hand out too.

The Hard Stuff First

Developing business name ideas is only the beginning of the process. There are four important name validation steps that you’ll definitely want to complete before deciding on your business name:

Once you’ve settled on a top choice name, it is crucial to perform a linguistics analysis to ensure that the name translates well globally. A number of companies have run into linguistic challenges, including Nokia. The manufacturing brand had no idea that their new line of Lumia cell phones would translate to “lady of the night” in Spanish.

Performing a linguistic analysis on your name can help you avoid an embarrassing situation that could ultimately alienate your brand as well as cost you expensive and time-consuming rebranding that will eat up your revenue and sales.

Words and language are powerful tools as they can play a crucial role in the success or failure of any company or product. Conducting the proper research can help you feel confident that your name choice will be well received on a global level.

Learn the three additional critical validation steps – discover how to pick a business name.

What You Need

Follow this tested process to create a business name that will become a true asset for years to come. Take the time to set the foundation for your project, develop great ideas, and validate there usability – and you’ll find a name that will attract attention, make connections, get remembered, and increase your bottom line.

Squadhelp is a one-of-a-kind platform where entrepreneurs and marketers get real estate names (quickly and easily), and create strong brands by launching naming contests to engage hundreds of naming experts as you’re guided through our agency-level naming process, or explore our hand-picked collection of premium names available for immediate purchase.

Real Estate Brand Domains for Sale

An interesting name that combines what you have to offer (housing) with just what your clients are looking for (the perfect ‘village).

This name plays on ‘prime’ or best and ‘porch’ just what your clients are really looking for.

View our full list of real estate brand domains for sale.

Insights from 18,000+ Naming and Branding Projects

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