Despite the importance of finding a Realtor® that is the best person to serve their needs, a lot of people only end up interviewing one Realtor® when they’re thinking about buying or selling a home. A lot of times people make that decision based on a referral, but why not do everything you can to be the name they think of when they make the decision to hire a real estate professional outside of referrals? This is especially true if you’re starting out and haven’t built up any repeat and referral business yet.
When you want to make your name synonymous with real estate transaction success, you might want to consider branding yourself. Personal branding, a long a staple of corporate America, is also an invaluable tool for those in the real estate industry. Understanding branding and being consistent about it, is one way to ensure you’ll have a successful and long-lasting business. It’s up to you to make consumers think that their success in real estate is dependent on finding the perfect agent – YOU.
So what exactly is branding?
Branding is a long-term marketing strategy that builds your carefully crafted image over time through consistent repetition. A common misperception about branding is that it is the same thing as marketing. While the two go hand-in-hand in many ways, branding is specifically about creating and reinforcing the perception of not only who you are as a person, but what your business values are, and getting that out to the world in a consistent way
Everything from your logo, to your website to your social media presence, should all line up and reinforce your brand. It’s that repetitiveness that will hammer home the perception you are trying to create. Your brand informs your marketing, while your marketing strengthens your brand. Of course, then you have to make sure your service lives up to what you’re selling. Getting them in the door is one thing, but you’re in it for lifetime customers and referrals. Every brand is strengthened when it is built on a foundation of integrity and trust.
Creating a brand
Although it might take time and money upfront to get it right, branding is almost guaranteed to pay off in the long run. But, branding is more than just having a graphic designer come in and make a logo. Consider branding more of a promise to your clients and potential clients, succinctly stating the value and expertise working with you will afford them. There are clear, tried and true methods to creating your branding. Because you have to go all in on the way you want to brand yourself, it’s important to evaluate fully before you make the leap.
This all starts with an honest assessment of your business and where you want it to go, including how much time and money you’re willing to invest to get there. After that you may want to add focusing on a niche market to your branding. Regardless of whether or not you have a niche, another important part of branding is coming up with a memorable tagline that sells your brand or niche. All of your graphics, pictures, and information, should be consistent across all social media platforms, marketing materials, advertising, and websites.
If you are interested in branding yourself, there are numerous books on the subject that will give you an in-depth tutorial on the process and the steps you need to take. But what it basically all comes down to is commitment. Find a brand that is true to you, one that you can commit to performing and then back it up by not only meeting, but exceeding what you promised. If done right, soon you’ll become an in demand agent whose name is synonymous with success!