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In a highly competitive industry like real estate, it’s imperative that agents have a strong personal brand that stands out and sends an appealing message to clients and prospects. It’s hard to attract new customers without a positive reputation that’s supported by testimonials and referrals from your satisfied clients. And it’s even more difficult if no one in the area knows who you are and what you have to offer. Effective personal branding will give you the leverage you need to grow your real estate business and advance your career.
Establish and maintain a positive professional reputation. In a nutshell, personal branding is the process of creating a recognizable identity that you can use to enhance your business. Like product branding, it’s designed around imaging and messaging that’s intended to evoke a certain feeling. Your personal brand influences how you want others to feel about you. It can enable you to connect with more prospects, build trust and loyalty, and close more deals. A well-orchestrated brand can also go a long way in convincing prospective clients that they should choose you as their agent.
Promoting “Me, Inc.” Tom Peters famously said, “We are CEOs of our own companies: Me, Inc. To be in business today, our most important job is to be head marketer for the brand called You.” But where do you start? Here are some pointers to help you create a masterful personal brand:
- Identify your target audience first. Before you start thinking about who you are and what makes you unique, take time to consider the audience you want to reach. Who are your ideal customers? What problems do they face? How can you most effectively build relationships with them?
- Be consistent about the image you want to project. Give some serious thought to what you want to be known for and the various ways you bring value to your clients. Are you an expert in a specific niche? Do you have a great network and deep resources? Whatever you choose to project, it’s important that you consistently deliver on the experience you promise.
- Keep it simple. When you try to tell people too much, you run the risk of confusing them and diluting your brand. Carefully choose one primary message and stick to it.
- Be authentic. Your brand is an extension of yourself and it should be based on the qualities you’re known for among your clients, colleagues, and contemporaries. You should be able to exude your personal brand naturally; it should never feel like a façade. Confidence comes from knowing that you are who you portray yourself to be.
- Share client successes. If you think about it, the best people to drive your branding message home are your satisfied clients. Ask them to provide you with a short quote about their experience working with you and share these testimonials throughout all of your marketing channels. Third-party endorsements can go a long way in validating the personal brand you’ve created.
- Follow through on your promises. Your brand is your bond. Following through on your promise is one of the most important things to your clients, yet it’s often overlooked. Vow to live up to your brand’s standards for each and every client you interact with and every transaction you handle.
There’s a lot that goes into creating your personal brand. Displayed correctly and consistently across all marketing platforms, a well-defined brand can elevate your recognition and help position you as a credible authority in the real estate industry.