The Ultimate Guide to Building a Personal Brand for REALTORS
There’s no getting around it, as a REALTOR in 2023, you need a personal brand. If you’re that veteran agent, who is annoyed at the new girl who “doesn’t even know anything about real estate, yet” but keeps getting consistent business, meanwhile, your business is a little slower than usual…listen up. I made this guide just for you! And if you’re that newbie agent who hasn’t yet tapped into personal branding because your broker has you cold calling 4+ hours per day and you’re slowly dying inside, I’ve got you too.
Now before we go too deep, I’ve gotta tell you…cold calling and door knocking absolutely work and one could argue they help you build thick skin and learn to master the language and art of real estate, but truth be told, they’re not the only methods.
In The Ultimate Guide to Building a Personal Brand for REALTORS, I’m breaking down the things you need to be thinking about if you want to begin to build a personal brand that people know, like, and trust so you can start attracting clients and stop chasing them…cause that shit’s exhausting. So, if this sounds like your jam, let’s dive in.
Why You Need a Strong Brand
Building a strong personal brand is essential for you to differentiate yourself in a competitive market. Now, the way I see it, you don’t have any real competition. Except between you and yesterday’s version of you. A well-established brand will help you to attract clients, establish your credibility and ultimately, put more money in the bank!
In this guide, we’ll explore the key steps to developing and maintaining an effective personal brand as a REALTOR. Keep in mind, as you’re reading, that a personal brand is a living and breathing thing. It’s ever-evolving and expanding, just like you! The work is never DONE, but it’s always compounding. With that being said, the sooner you start, the faster you’ll see results.
Define Your Unique Value Add
To create a strong personal brand, you need to identify what sets you apart from other REALTORS. Consider your strengths, expertise, and unique selling points.
Ask yourself questions like:
- What makes you different?
- What specialized knowledge or skills do you possess?
- What is your target audience, and what do they value in a realtor?
By answering these questions, you can develop a clear and compelling unique value add that will form the foundation of your personal brand.
Craft Your Visual Brand Identity
Your visual brand identity includes the visual elements that represent your brand. It should be consistent across all your marketing materials, both online and offline.
Here are a few key aspects to consider:
a. Logo and Visuals:
Work with a design studio to create a logo that reflects your brand personality. Choose colors, fonts, and imagery that align with your target audience and the image you want to convey.
Pro-tip: think 3-5 years into the future when deciding who your target audience will be. This will help your design team to build a brand that matches where you want to be in the future.
b. Professional Brand Photography:
Invest in high-quality headshots and brand photography. People are visual, and first impressions matter, so make sure your images convey your personality, expertise, and your familiarity with your community.
Pro-tip: Find a brand photographer in your area by searching “your city + brand photographer” on IG or TikTok. You can then take a look at their portfolio and decide if you’re they’re the one for you.
c. Consistent Branding:
Use your brand colors, fonts, and logo consistently across all your marketing materials, including your website, social media profiles, business cards, and fliers.
Pro-tip: You likely don’t need to be the person who executes this. Delegate, delegate, delegate. And use canva.com to store a brand kit to make some of these tasks easier.
Develop an Online Presence
In today's digital age, establishing an online presence is crucial for personal branding.
Here are a few steps to build your online presence effectively:
a. Website:
Create a professional website that showcases your expertise, listings, and testimonials. Optimize it for search engines to increase your online visibility.
Pro-tip: This website shouldn’t be a “mini Zillow”…hate to break it to ya, but people likely aren’t going to your website to search for homes on the regular. Instead, use this website to position yourself as an expert and answer your audience's questions even before they ask them.
b. Content Marketing/Social Media:
Start a blog or create video content that provides valuable information to your target audience. Share tips, market updates (in language that your audience will actually understand), and insights to position yourself as an industry expert. Find me on Instagram and Pinterest for more real estate branding and marketing tips!
Pro-tip: You don’t need to be on every single platform. Commit to 1-2 platforms to start and you can layer in more as you go.
c. Online Reviews:
Encourage satisfied clients to leave positive reviews on platforms like Google, Yelp, or real estate-specific websites. Positive reviews can significantly impact your reputation and attract more clients.
Pro-tip: Introduce the idea of leaving a positive review early on in the relationship. They shouldn’t just get an email, seemingly out of nowhere asking for a review. Prep them by sharing and leaving a review as a normal part of the home buying/selling process.
Networking and Relationship Building
Real estate is a relationship-driven business. Cultivating connections and building strong relationships is crucial for success.
Consider these strategies:
a. Join Professional Associations:
Participate in local real estate associations, networking events, and conferences. These platforms allow you to meet other professionals, exchange ideas, and establish valuable connections.
Pro-tip: Focus on being a resource for the people in your association, instead of asking what the association can do for you, ask how you can begin to support others. Guaranteed, this will help you build strong reciprocal relationships within your association and beyond.
b. Collaborate with Other Professionals:
Build relationships with complementary professionals like mortgage brokers, interior designers, and contractors. Referrals from trusted sources can boost your credibility and expand your network.
Pro-tip: Share these connections with your audience via an email newsletter, video content, and your IG stories. This will help you continue to expand your network.
c. Engage with your Community:
Volunteer, sponsor local events, or participate in community initiatives. Demonstrating your commitment to the community helps build trust and strengthens your personal brand.
Pro-tip: If no one is asking you to speak at local events or sponsor local events, yet, seek out these opportunities. Many times, people who host events are unsure who to ask for support or who to ask to speak on a panel. If you’re in front of them, they’ll likely ask you!
Provide Exceptional Service
Your personal brand is not just about marketing and promotion; it's also about the experience you provide to your clients. Delivering exceptional service can generate positive word-of-mouth, referrals, and repeat business.
Some key aspects to focus on include:
a. Clear Communication:
Maintain open and transparent communication with your clients throughout the buying or selling process. Be responsive, attentive, and proactive in addressing their concerns.
Pro-tip: Set clear communication boundaries and expectations at the beginning of the working relationship. This will set you up for success and help you to manage expectations so you end up with a 5-star review!
b. Take a Personalized Approach:
Tailor your services to meet the specific needs of each Show genuine care, understand their goals, and offer personalized solutions to create a memorable experience.
Pro-tip: When you take time to build your personal brand, you’ll likely work with people that you enjoy even more than ever before. This is because you’re content and messaging are geared toward calling in the exact right person for you.
c. Share your Expertise and Market Knowledge:
Continuously educate yourself about the real estate market, industry trends, and regulations. This knowledge allows you to offer informed advice and demonstrate your expertise to clients.
Pro-tip: Share your commitment to learning and growing regularly on social media. Your audience wants to know that they’re working with the best in the industry.
Building a strong personal brand as a REALTOR requires time, consistency, and dedication. By defining your unique value add, crafting a compelling visual brand identity, establishing an online presence, nurturing relationships, and providing exceptional service, you can position yourself as a trusted expert and stand out in a competitive real estate market.
Remember, your personal brand is a long-term investment that will absolutely bring about results in your business.
Need help getting started building your personal brand? I’ve got you! Email me: candice@candicecarcioppolo.com
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