Branding is important for businesses, including real estate agents. A brand is defined by awareness, recognition, insistence, and loyalty from others. It is more than just a name - it is an agent's identity and reputation that sets them apart from competition. Personal branding involves communicating an agent's unique value to promote themselves. Strong personal branding allows some agents to succeed while others fail.

1. Branding
What it is and why it’s important for your
business.
ArtCaccese@gmail.com
www.FindChesapeakeHomes.com

2. What is a Brand?
1. Awareness
2. Recognition
3. Insistence
4. Loyalty
Your brand is much more than the name
on your business card.

3. Branding is why some
companies succeed . . . and
others fail.

4. 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.

5. 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.

6. Personal Branding
The process of communicating and
promoting your unique value is
personal branding.

7. Be Memorable
In this competitive marketplace, it’s the
real estate agents with the strongest
personal brands who stand out and
drive their business to the next level.

8. 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

9. 5 Tips to Market Yourself
 Direct mail e.g., customized postcards
 Branded e-tools
 Customized storybooks
 Monthly e-newsletter
 Drip marketing program
 Social media

10. Your Brand = Real Estate
Marketing
 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

11. Best Practices
1. Establish expertise
2. Drive online traffic
3. Showcase community involvement
4. Underscore transaction activity
5. Highlight what others are saying
about you

12. Main Point
Branding is about
“positioning,”
and positioning is about
image and identity.