Jester brands are fun to work with because they’re so innately human. Make sure you have a very clearly defined brand look and stay true to it, though, because when you’re doing fun layouts, it’s easy to have colors and styles go off the rails. Remember that your audience needs to feel like they’re in on the joke, not the butt of it.

Call-to-action messages and buttons can be fun. They don’t all have to be “click here” and “contact .” A download button might say “get the goodies,” an intake form start button can say “let’s roll,” or a contact button could say “hit me up .”Your audience’s interaction with your brand should feel like a personal conversation.

In real estate? There are several niches for a Jester brand, but the most common are first-time buyers, quirky homes, a cool neighborhood, or a fun perspective on local life. You can use humor in your marketing and social media to attract people who will adore you for your fresh perspective. How you let your Jester shine will depend on your market and your audience, but opportunity abounds!