The rise of the internet has effectively leveled the business playing field and in no industry is this more true than in real estate. The omnipresent online universe including the prevalence of smartphones and social media sites means that you can, theoretically, connect with anyone anywhere. And in order to be competitive in an industry founded on personal reputation, trust, and word-of-mouth, that is exactly what you have to do! Real estate has never been more competitive than it is now. If you want to find new clients, close deals, and expand your business, you’re going to need a strong personal brand to help you stand out from the competition.
Real estate is an industry that thrives on name recognition. It is virtually impossible to attract new clients without a strong reputation within your local community, supported by genuine testimonials from happy clients. If nobody in your community knows your name, you will be unable to grow your business. Period. You have to be proactive about establishing and enhancing your personal brand; a strong personal brand is crucial. So, the obvious question is, how do you make a name for yourself?
When you set out to build your brand, don’t forget who you’re talking to. In other words, before you turn your focus towards yourself, take a good look at your prospective audience. Take some time to identify your ideal client base, their needs, problems, and concerns, what pushes them to purchase and, most importantly, where they spend their time both online and offline. You need to put yourself and your message in front of their faces, or you’ll be talking to an empty room. If you take the time to identify your target audience, then you can tailor your personal brand to help people solve their problems and connect with them wherever they are. Never forget that your business is building relationships.
Once you have identified your client prospects, turn your attention to what makes you different from your competitors. Think about your passions and areas of expertise, why you became a real estate agent and who you most enjoy helping. Consider talking with past clients to learn more about their experience working with you. Why did they choose you over another agent? What was most helpful or important in your interactions? Would they refer you to a friend or family member and, most importantly, what could you do better in the future?
Now that you are starting to develop a clear sense of your client base and yourself, it’s time to make yourself visually recognizable. You should hire a designer. A strong personal brand comes with a distinct kit of branding visuals that will accompany your name wherever you choose to market yourself. This is not a time to be frugal. Hire a professional designer to help you develop a logo, color scheme, and graphics for your digital platforms. Now is the time to cultivate brand consistency. You should be equally recognizable in person, on Twitter, and on a billboard.
Your personal brand is tailored to your ideal customer, rooted in your strengths and individuality, and primed for brand recognition. You are ready to build your blog, generate content, and share your brand with your prospective clients.