What is Branding? Every real estate agent has the same access to properties, marketing tools, even similar commissions. What sets agents apart from all the others is their identity, their reputation – in other words, their BRAND. One’s personal brand is the only sustainable advantage that one agent has over the competition.
Defining Your Brand Your brand = the promise of the VALUE your clients and prospects will receive. What defines your brand is not what you say about yourself – rather, it is what OTHERS say about you. Once you identify the qualities or characteristics that make you distinctive, you need to market yourself to others.
Personal BrandingThe process of communicating and promoting your unique value is personal branding.
Be MemorableIn this competitive marketplace, it’s thereal estate agents with the strongestpersonal brands who stand out anddrive their business to the next level.
Brand Yourself Build equity (consistency of image, tag line, font, colors, values) Personalize/customize: for sale signs, business cards, magnet calendars, newsletters, stationary, mark eting materials Learn where/when to advertise Spend money on marketing and branding
5 Tips to Market Yourself Direct mail e.g., customized postcards Branded e-tools Customized storybooks Monthly e-newsletter Drip marketing program Social media
Your Brand = Real EstateMarketing Your real estate marketing is only as good as your brand You will need to build your reputation in the community as an expert in your field Blogging, Facebook, Twitter Not general comments – create content that represents your brand and engages your audience Create a conversation Takes time and consistent behavior
Best Practices1. Establish expertise2. Drive online traffic3. Showcase community involvement4. Underscore transaction activity5. Highlight what others are saying about you
Main Point Branding is about “positioning,”and positioning is about image and identity.