There are about 1.4 million licensed real estate professionals in the United States, so when a future home-owner searches for an agent, their options can feel endless. How can you stand out from the crowd? For your real estate business to thrive, you need a powerful personal brand. Keep in mind that YOU are the brand. Your brand is your promise to your customer. Here's how you can get started:

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1. Define Your Target Audience
If you don’t know where to begin, write down the name of your most recent 15 clients you’ve helped. Compare their similarities. Doing so helps create a customer persona and will provide valuable insight into what your prospective customers are thinking and doing when searching for a new place to call home. After you understand your potential customer’s behavior, create content that genuinely adds value to their experience. The content you share should convey the following message: “I am here to improve the process through which you find a home, and I am confident I am the best person to help you.” Be authentic through brand storytelling, build trust and relationships.

 

2. Focus On What Makes You Different
Clients always make sure that their agent’s personality and vision align well with their own. Now that you understand your customers’ needs, you should focus on what you have to offer. There are a couple of questions you can ask yourself to understand your strengths, such as:

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     • If the roles were reversed — why would I buy a home from myself?

     • What are my favorite neighborhoods and most extensive real estate passions?

     • What do people say after they do business with me?

     • How do I make the buying process easier for my clients?

     • How do I help them save time or money?

     • How do I keep the relationship forever?

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The more specific your answers, the better potential for quality content, as it is what makes you unique. The better you vocalize how big of a benefit it is working with you, the more you’ll attract new customers and grow your business. But beware and never lie to your audience. A breach of trust can set you back years or even force you out of the industry. Be who you are and show your heart. Maintain consistency.

 

3. Consider Developing a Unique Value Proposition

A UVP is a statement of precisely what differentiates and sets you apart from your competitors; it tells the story of what you do, what you offer, and how it is accomplished. This will help pull together your brand in a nutshell and give focus to your marketing.

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4. Develop a Consistent Brand Look

After thinking through the foundations of a brand like your core audience, your strengths and differentiators, and your brand message, it’s time to build your visual brand identity.  There are multiple parts to establishing a great brand, including which fonts or colors to utilize, building a logo that represents your brand visually, and more. Your branding should be integrated with all marketing pieces you implement to create consistency and cohesiveness with your brand message. It's essential that you integrate your logos, brand colors and fonts, and overall message in all of your design pieces.  Here are some places you should implement your personal brand:

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     • Agent Website 

     • Business Cards  

     • Email Marketing & Signature 

     • Digital & Print Advertising 

     • Farming Materials  

     • Listing Presentations

     • Social Media Profiles & Content

 

5. Be Your Authentic Self

There are so many “fake” real estate agents out there and if you are authentic and real with your clients you will see amazing results. Never lose your human side. A steady stream of ideal clients depends on your authenticity, consistency and quality of your content. Personal branding is an aspect of your real estate business that must be crafted carefully over time. Start by defining your mission and being aware of what people say after doing business with you. Create your own culture. Relationships built on empathy, trust, transparency and honesty are the ones that last and drive a lifetime of possible successes. Find ways to be helpful by developing a unique and genuine voice for your customers, and you are guaranteed to watch your business grow.

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Ariana Berta

Posted 12/4/21