A logo or a picture of a person?

I'm trying to prove a point to someone but am having a hard time finding any related data on the Internet. So I'm going to ask my question here. What image do you think would attract more consumers - a professionally designed company logo or a picture of an attractive person?

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January 19 2011 - The Woodlands
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Answers (31)

People hire Realtors because they like and trust them. Hiding behind a logo doesn't instill trust and confidence. Have your logo or banner prominently displayed on your web site or blog, but when you only have a small avatar-sized area available you are best served with a photo of yourself.
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February 27 2011
I bounce back and forth between a head shot and one of our corporate logos. Reading this, I just changed back to my head shot. I think on sites like Zillow & Trulia a logo is good for brand awareness, as long as there is head shot on your website, which will also be larger, for folks to identify with.

Happy funding, Rudi
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February 26 2011
Hands down, I think a picture is the best option.  People want to do business with someone who they feel is genuinely warm and caring, and a smiling face does wonders for getting this message across.  Yes, your glamour shot from college or straight-faced three-piece-suit photo from an old brochure may seem like an appealing option, but I think something professional, yet casual enough to show raw emotion, is the best choice.  Good luck!
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February 26 2011
I don't know if it has to have a pic or logo, but should definitely be eye-catching in some way.  Make it memorable.  Someone mentioned pink and yellow signs that you could see from a mile away.  Your card should stick out of the Rolodex, too.  The cards I have now do not have my pic, and people are probably better off for that. ;)
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February 24 2011
A lot of realtors in different areas of the country are going with logos for several reasons, to protect themselves or to not have someone not pick them because of their look. Its a personal choice. I think the most important thing is to know your profession, be honorable and when you promise to do something, get it done.
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February 03 2011
I agree with Jeremy.  Don't like the gimmicky stuff.  Maybe it works- haven't tried it.  Also agree on the branding- the trick then is to figure out how to start for long term recongnition.  Before my previous Broker retired and sold to CB she had Pink and Yellow signs that when I was new I thought were goofy looking.  Then I realized you could see them a mile away, everyone in town  knew to whom they belonged and she dominated the local market.  Branding is important.   (her name was the name of the company)  

Kaye, Thanks! that's very nice.
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February 02 2011
Great question.  I have struggled with this myself.  I think "gimmicky" agent with pictures with their dog, wearing a 10-gallon hat (despite living in the Northeast), or holding a huge sold sign, tend to cause me to have trepidation for plastering my face everywhere.

I, despite having a lot of agents disagree, have not put my headshot on my business card.  However considering that marketing "self" is such a part of this business I think it is important to include in my website, my blog, and social networks.  Instead of choosing a URL with my name, I have instead decided to move toward building a brand with [Links removed by moderator]  The hope is that if I am fortunate to build a group one day it will be built around the brand instead of my name.

I haven't taken a next step to developing a logo, though I see the merits in it, and am definitely am considering it more strongly as of late.  Great insight on both sides of the fence - ultimately both are good and but together they can be great.
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January 31 2011
I like your picture Connie.  From your picture I would assume that you are warm and friendly both great attributes for any agent.  If you add a great track record I would wager that you are very successful!  PS You are very attractive as well!
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January 31 2011
I think a picture is good.  I HATE having my picture taken and even worse having it out there for people to see, but it makes a difference.  People want to see the face of the person they are emailing or calling for information.  .  Maybe Pasadenan is right, maybe we run off some people...that's OK- if my picture runs them off, imagine what would happen in person if they connected with a logo and then we met to see property and I just looked scary to them.  Mine is not a professional photo and I don't particually like it.  I would love it to be a much skinnier person, but this is who I am, and I get feedback from strangers that do feel they connect with me.   I see some with glamour shot photos and my reaction is...that looks fake so they must be fake- so put some thought into what you pick.
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January 30 2011
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"I just can't help but think that buyers who are unsure of the process see a picture and make connections w/it w/o even knowing it." -

I will say it again; read the book "The Hidden Persuaders"!  It is absolutely true that most advertisement is selling something entirely different than what the actual product or service is, and that most of those "messages" are subliminal.  But from what I've seen from a majority of REA photos, they are not giving the message they think, and more of them are driving people away than attracting them.

Sure, if you are in modeling or in acting or in singing or in public speaking, or "escort services" or in politics, you have to have the photo for both recognition and for the specific "product" and "service" you are selling.  But for any other profession, most of those photos are not only not necessary, but they are driving people away!  NAR and the photo studios have sold the REA's  down a deceptive non-productive path.

Not surprising as the profession attracts people with Ego's that are susceptible to spending money in such un-productive marketing.

Really, Really, Really, the "sales process" has nothing to do with what a person looks like, nor who from high-school or junior-high someone might associate an image with.
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January 23 2011

Wow Pasa, you're observant! I forgot that I still had a nose ring in this picture. Most of my clients never noticed b/c it was so small.

I would never put this on a business card. It is much too casual but more natural. I just can't help but think that buyers who are unsure of the process see a picture and make connections w/it w/o even knowing it.

I'll have to keep looking for research that supports one or the other. Somewhere someone has researched this.

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January 23 2011
I think it is important to have your portrait on your websites and other advertisements but not on the business cards.  The portrait needs to be  of professional quality in order to reflect the quality you will put into listing photos.  I personally hate to see pictures of Real estate agents with dogs, horses or holding SOLD signs. 
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January 22 2011
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Not a coincidence.  The other photo was "trying to hard".  Natural is better.  And yes, your smile is more natural in the present avatar photo.  Most portrait photographers don't know how to get their clients to smile naturally.

But I still say, for advertisement purposes, a logo is better.  As John pointed out, a photo is fine on a biography, but really isn't needed for letting people know you are available and what your skills are.
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January 21 2011

With a genuine smile comes an amateur picture! Funny thing is, I got a Zillow phone call lead today! LOL!!

Coincidence? You decide.

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January 21 2011
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Well, I think the color choice is better.  The resolution loaded at is definitely substantially lower and the JPEG compression is causing some "blurring" (actually, technically "artifacts").  I think the lip color is better on this image, and it does look better to not have the nose ring showing nor the heavy makeup.

Background of the photo is not good though, and the top seems to be even lower cut than the previous one.

I can't say which hair style I like better.  I think having it frame the face more as in the previous one instead of all pulled back is probably better.

For a comparison, here is the web address that Zillow has stored the previous Avatar:

http://photos1.zillow.com/is/image/i0/i0/i6725/ISwucgf09gbueb.jpg

(And no, I don't save the names with the avatars URL's as I really don't care whose pictures they are).
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January 21 2011
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Nice photo Cindy, but I thought that your red suit looked lovely too. What's funny it that I saw your name and it took me a minute to recognize you. lol You know Zillow has their duelling digs for houses maybe they should have duelling avatars for Advice. People could vote on their favorites.
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January 21 2011
Okay... I'm changing my picture to one with a genuine smile; although I lke my pro pic b/c this is really my smile. I was supposed to take my pro pic in a suit but we did some test shots in my street clothes. They were the best ones and I've only used them in my marketing. I'm curious to see if it makes a difference.

I agree about the crossed arm thing. We should pose with our arms outstretched like we're welcoming them if we want to follow that theory. But then we'd have to discuss whether palms should be up or down!

My personal opinion that in some cases a photo is a lot more inviting to a certain group of people - new home buyers possibly. On the other hand, I can see where investors would be more attracted to the logo-only approach.
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January 21 2011
I'm changing professions! If agents are spending $0.50 per card for business cards, there is money to be made!

Lots of research being shared on both sides here, not sure I believe either as it's mostly opinion. 

Big believer in logo over photo on printed materials. On a website, in an "about" or "bio" section, a photo is fine. 
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January 21 2011
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"I find a genuine smile to be one of the most attractive features on a face." -

And if one is not in the entertainment industry, why is one "selling" a face in the first place?  And do you have a measurement method for "genuine simile"?  I find that over 85% of smiles I've looked at in promotion photos are not "genuine" because the picture was "posed".  It is only possible to photograph "genuine" smiles when the photos are completely candid.  Yes, I've been practicing taking photos of "genuine" smiles for decades.

"I think a photo is much more interesting..." -

I never claimed it wasn't "interesting"; to the contrary, I've stated I've been collecting URL's of specific Avatars on this site!  Mostly because they communicate a lot of un-intended information.

For example, many Realtors® have been told to pose with "crossed arms" for their promotional photographs.  Apparently because some researcher believed it conveys "closed sales".  But all body language books and references indicate that crossed arms means "closed minded" (or "bored") and "will not listen".  And since most people interpret body language subconsciously without any intentional evaluation, you will have 80% of the people rejecting your business offer right off the spot when they see the photo, with absolutely no indication why.  Most of them will have no clue why, so they certainly won't tell you.  That is the nature of "intuition" processing.  (And yes, even though men are not as good at intuition processing, they still come to conclusions from subliminal messages.)  Really, read the book "Hidden Persuaders", it will give you a whole new perspective on why decisions are made that appear to make no sense.
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January 21 2011
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My personal opinion is that a logo is better.  You can do a better job of keeping unintentional misrepresentations out of a logo.  The image you are putting forth is as much about not alienating people as is it of attracting them.  I think you will be more successful not alienating people with the logo. 

No matter what you do, some people will be alienated, it is just a matter of picking who, and who you want to appease.
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January 21 2011
I think a photo is much more interesting whether it is of an 'attractive' person or not. Personally, I find a genuine smile to be one of the most attractive features on a face.

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January 21 2011
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I haven't kept any of the business cards with photos.  I have kept over 350 business cards, many tapped into the Rolodex.  But I put all of the ones with photos on them in the recycle bin almost immediately!  (Most never even make it into the house).  I really don't care that they had to pay almost 50¢ each for those cards.

I didn't ask for them, and I have no need for them, and I don't appreciate their litter.

Really, do you actually insist that your hair dresser or dentist give you a card with their photo on it?  What about your tax adviser?  What about your lawyer?  What about your loan officer?  What about your plumber?  What about your roofer or electrician?

Those "focus" groups were biased, and if there was a marketing study that showed the effectiveness of using photos, you would have referenced it.  Of course NAR thinks you are marketing yourself and not houses.  That is why they want to compete with the entertainment industry.
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January 21 2011
Michael, you cracked me up with that link.

While I always respect and agree with Pasa's opinions, I must agree with Michael that with Real Estate, and many focus groups have been done by NAR, that consumers relate to a face better than a company name or logo.

The same goes with business cards, people tend to hang on to business cards with pictures more than those without.

How about a face and a logo, so when you change the face, the logo will always be there and there will always be a connection to be made.  May be just an initial?

Naima
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January 21 2011
When folks are looking for a Realtor, they want to see some skin.

Buff men in tiny swimsuits.

For proof, I offer this billboard as evidence.

http://franklinavenue.blogspot.com/2009/03/las-hottest-realtor.html

(Disclaimer: apparently this was a promotional stunt for a motion picture).
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January 20 2011
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By the way Cindy, did you see this video?

List Your House

Though exaggerated, it is how many REA's come across to the general public.
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January 20 2011
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"and I think a company logo isn't as approachable as a picture" -

I've done some "tests" with various avatars on this website, and find that some get more positive responses than others, but that face images typically don't get as good a response.  Unfortunately, I didn't keep any statistical data.

And I found that when Alan was using Elvis Presley images and changing them frequently, that the discussion responses were more favorable.

What people fail to realize is that we can only keep track of about 1000 facial images, so when a new image appears, it is not "approachable", but tries to automatically be "matched" to an existing image in our mental database.  And guess what?  That existing image already has a personality and personal interactions connected with it....

And there is no way that anyone can know for certain what connections people are making from their past experiences with people that may have similar facial features.

What are you selling anyway?  Houses?   Or "yourself"?  Perhaps the reason people are so skittish of REA's is they come across as selling themselves instead of assisting people to buy what they are looking for?  Or assisting people to sell what they no longer need nor want?

OK, a lot of my perceptions on the advertisement industry are from the book "hidden persuaders", and the second edition did add some additional helpful content.  But I'm not in advertisement, and the book did increase my skepticism of most of that industry.

I would still recommend borrowing a copy of that book from your local library and reading it.
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January 20 2011
Thanks Pasa! You've given me some things to consider. My concern w/all of this is that when you have a website on which a re company advertises, a face is a lot more inviting than a logo. People are skittish when it comes to real estate anyway (understandably so), and I think a company logo isn't as approachable as a picture. So if I'm paying big bucks to advertise, I want an image that they will click on. FYI - I'm not referring to Zillow. :)

But... you are definitely right about the logo outliving the people.

Why can't answers be easy?!
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January 20 2011
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And really, does anyone "want" someone analyzing hair dye, and mascara application, and how heavily makeup is applied, and selection of eye shadow, and teeth work that has been done, and color selection of lipstick?

Or even color of eyes, and whether they are bloodshot on the day of the photo?

And if you wear "red" in the photo, does that mean you have to always wear "red" when seeing the clients?  Almost like those sale people at Target always have to wear red shirts and beige pants so that they can be distinguished between the people that are just there shopping?

Sure, Johnny Cash almost always wore "black" as sort of part of his "trademark".  But again, he was in "entertainment", and sales of "entertainment" requires a different kind of recognition.

But then, I guess NAR must think Real Estate Sales is "entertainment"?
I think it is more related to "ego", and "keeping up with the Coldwell Bankers", and has nothing to do with effective marketing.

I think most photos of individuals are "less than helpful" and drive more people away than they attract.  They really help people form "preconceived notions", and most of those prejudices based on entertainment images and mug shots are just "false".
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January 20 2011
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I say "yes" it makes a difference, otherwise, companies like Hewlett Packard and Coca Cola wouldn't invest so much in their trademarks and logos.

Trademarks and Logos will outlast any individual person photo, and are more direct in communicating the brand concept.

Sure, when the "company" is the "person", some people like a photo as it gives some "impression" of personality and maybe even experience (if age could possibly be related to experience), but often the picture implies something that was unintended.  Not to mention, people age, and styles change, so you have to change the photos on occasion, which then doesn't have the longevity of a logo.

I don't known any Architect or construction contractor that uses a photo for their identification.  They all use logos.

Sure, KFC, McDonalds, Marie Calander's and Mrs Smith's all have a "face" to go with their product in addition to the regular logo, and it helps with recognition and marketing, and trying to make it "more personal", but all it really does is raise their marketing costs.  And sure, Steve Jobs is the "face" of Apple and Bill Gates is the "face" of MicroSoft, but how many people really associate those faces when they think of the product?

Sure, people want to associate names with faces, and people won't remember the "name" of someone they see if they have no reference for face identification, but face recognition is a very complex process, and is one of the first things to go.

Sure, if you are going to promote Hanna Montana, you better have a face to go with it.  But movie and acting businesses are entirely different than a sales business.
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January 20 2011
Ok, Pasa, but if you care to, answer my question b/c I do value your opinion. You're very thorough and analytical so I'm interested in what you have to say.

Just say that... both the picture and the logo are appealing. It's an even playing field aesthetically. Do you think it even makes a difference to people? I know colors have certain effects on people's perceptions, but I don't know if there is a difference between a logo and a photograph.
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January 20 2011
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