Real estate and marketing go hand-in-hand. As a realtor, you are constantly marketing yourself and your services to find potential clients. You’re marketing your client’s properties to potential buyers. You’re marketing your community to potential buyers by selling a lifestyle. Regardless of the situation, as a realtor, you are always marketing, but one of your most important roles as a realtor is to market your personal brand as a real estate professional.
WHY PERSONAL BRANDING MATTERS
The American Marketing Association defines a brand as “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.” Branding for real estate agents is a way of gaining name recognition and enhancing your professional reputation to earn business by establishing a professional presence that is notable.
Branding makes your business stand out from the crowd; As a realtor, your personal brand is its identity; the strengths, qualities, and features that distinguish you as a professional in the real estate industry. It is the emotional connection that customers associate with your services; it’s the way they feel, the experience they expect to have, and the unique qualities that differentiate your professional identity from other realtors in your industry. Making clients choose you as their realtor to represent them with their real estate needs over other realtors.
Whether you are a licensed real estate broker, broker associate, real estate agent, or any other type of real estate professional, you are associated with a real estate agency or brokerage that has its own brand. So, why is it important for individual agents to have a personal brand? Keep reading to find out why and for some helpful tips for establishing your personal brand.
ESTABLISHING YOUR PERSONAL BRAND IN REAL ESTATE
For real estate agents, personal branding is more than designing a logo or selecting colors for your business cards; it is much more personal than that. It involves your personal and professional reputation, the way you are viewed in your community, what strengths and skills potential clients associate with your name, and more. Below are some helpful tips to assist you in your journey to establishing a personal brand.
FIND YOUR NICHE
It is essential for real estate agents to find their niche in the market and market their personal brand with qualities and individual strengths that differentiate them from other agents in their community to gain business. What makes you different from other agents in your community? What value do you bring to the table? What services do you provide to your clients that they can’t do representing themselves?
Ø Do you have your Graduate Realtor Institute (GRI) designation?
Ø Are you a second, third, or fourth-generation realtor?
Ø Do you specialize in a particular neighborhood or area, the luxury market, first-time homeowners, or commercial real estate?
Ø Do you donate a portion of your commission from every sale to a local non-profit organization?
Position yourself in the market – Establish a specialty in your area. Review your past transactions to see if you recognize a pattern. Did you work with more first-time homebuyers? If so, then concentrate on marketing your self as the best agent for first time home buyers.
Build a website
Now that you have established what your brand represents, you need to introduce your brand to your community. I suggest you use a website. The best way to build a website is to work with a webmaster who specializes in designing websites for realtors. There are plenty of companies that specialize in real estate sites, and they will have several designs for you to choose from. Don’t spend time trying to reinvent the wheel.
Establish a Social Media presence
Use your social media accounts to reinforce your personal brand. You should be posting about topics that support your brand ideas. Did you recently assist a buyer in the successful purchase of their first home? Congratulate the buyer in a social media post! Did you just get a new jaw-dropping luxury listing? Post about it on social media! Were you recognized as the realtor of the year? Brag about it on social media! Are your friends and acquaintances aware that you are a realtor? Informing your sphere of influence on social media is one of the easiest ways to spread your brand. Be sure to keep your friends and family informed regarding real estate and ask them if they know anyone who could use your help. According to SproutSocial, “77% of realtors actively use social media for real estate in some way, shape or form, and 47% of real estate businesses note that social media results in the highest quality leads versus other sources.”
Social media marketing is a no-brainer because there are many ways to reach your target audience for free. That’s right, I said it. FOR FREE! You need to prioritize your time, be consistent, and focus on posting to your social media accounts weekly to build a following. It takes time to build an audience on social media, but the time you put into it will be well worth it. So, what are you waiting for?
Social media marketing and traditional print marketing accompany one another. Business cards, yard signs, brochures, local newspaper ads, postcards, and mail advertising is essential to your personal branding as well. Of these print marketing options, postcards and mail advertising are the most important.
Remember that particular neighborhood or area you specialize in? Take the time to schedule a postcard mailing targeting that area to inform and remind property owners of your services and offer them a free competitive market analysis of their property. But don’t stop there! The next month, send that same area another postcard mailing updating the property owners of their neighborhood market activity, quarterly statistics, and remind them again that you are a realtor who specializes in their area. Got a new listing? Send this neighborhood a postcard. Just sold a listing? Send this neighborhood a postcard. Why? Because it is essential to be consistent with your marketing tactics. If a client is looking to buy or sell a property, you want to be the first person who comes to mind. You can accomplish this by staying fresh on their brain by mailing postcards to your target audience consistently to build your reputation and personal brand as a knowledgeable agent who produces results.
As a realtor, marketing is a vital part of your job. Now that you have found your niche, positioned yourself in the market, are creating a website, establishing a social media presence and planning out future mailers targeting a specific geographic area, type of client or market, you are on your way to developing your professional real estate brand and generating more business.