5 STEPS TO PERSONAL BRANDING
HOW IMPORTANT IS PERSONAL BRANDING
FOR REAL ESTATE PROFESSIONALS
Your personal brand is anything—a symbol, design, name, reputation, emotion, tone, or any other signifier—that separates you from any other real estate agent. Personal branding is quickly replacing conventional marketing in today’s real estate landscape, and it makes sense. People want to work with people, not faceless companies. That’s what makes business relationships valuable.
In order to separate yourself from the competition, you need to create a consistent, recognizable, personal brand. Before you begin, realize that you are the brand, for better or worse. Use the face staring back at you in the mirror to your advantage; after all, nobody else can be you.
Step 1: Ask yourself. What do you want people to know about you? What are your values? Interests? Who is your target audience? Are they first-time home buyers, empty-nesters, or condo-loving singles?
Step 2: Craft your message. The first rule for crafting your message is just to be you. Decide what you want to represent. Create a well-crafted bio that exemplifies what you want to project.
Step 3: Design your brand. Think about what colors, imagery, fonts, designs best represent you as an agent. Visualize your perfect website. Create a personal logo concept that you feel good about. Will your clients see a family man, a social butterfly, or weekend warrior? Again, keep in mind the clients you are trying to attract.
Step 4: Be consistent. Make sure every piece of marketing material you create is consistent—it should have your brand logo, colors, imagery, Incorporate your personal brand into your website, signs, business cards, thank you cards, brochures, email signatures, and letterheads. Paying for good photography and design will always be worth the investment.
Step 5: Be your brand. Every social media post, tweet, and conversation with a new business contact should emanate what your personal brand represents. Once others become familiar with your personal brand, they will recognize it and associate it with your value.
Your personal brand will send a very personal message to the consumer—a message that is consistently you.