1. Why is branding important?

2. Brand familiarity
creates security

3. Factors in selecting agents
• Trustworthiness
• Reputation
• A desire for security
• Real estate is huge

4. What needs to be
branded is you!
Not offering a tangible product –
offering professional service

5. Break through the clutter
• Magazines particularly
effective
• Trust and pay attention
• Oprah, Martha, Paula
• Specialize by area
or service

6. the brand is you.

7. An investment in your career

8. Market with frequency
Consistency across all media
In any industry best known wins
True for real estate too

10. It’s not who you know,
it’s who knows you.
Jeffery Gitomer
The Little Red Book of Selling
”
“

11. Like other service
industries,
Realtors have no
assets.

12. Quality design implies professionalism
(and medium)
V

13. • •
…magazines multitask the least
(MindShare Research)
…magazines are more trusted
than TV, radio, Internet
(Time Magazine)
“
“
”
”

14. is it easy to brand?
frequency | consistency | all media

15. are there agents in your market that
are branded?

16. can branding be measured?
aided awareness 93%
unaided awareness 50%
coffee shop test

17. In any industry the best known
product is usually the most
purchased.

18. Business Week’s
100 Best Global Brands
1. Coca-Cola
2. IBM
3. Microsoft
4. GE
5. Nokia
6. McDonald’s
7. Google
8. Toyota
9. Intel
10.Disney
11.Hewlett-Packard
12.Mercedes-Benz
13.Gillette
14.Cisco
15.BMW
31. UPS
32. HSBC
33. Canon
34. Kellogg’s
35. Dell
36. Citi
37. JPMorgan
38. Goldman Sachs
39. Nintendo
40. Tomson Reuters
41. Gucci
42. Philips
43. Amazon
44. L’Oreal
45. Accenture
16. Louis Vuitton
17. Marlboro
18. Honda
19. Samsung
20. Apple
21. H&M
22. American Express
23. Pepsi
24. Oracle
25. Nescafe
26. Nike
27. SAP
28. Ikea
29. Sony
30. Budweiser