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Brand yourself like a pro and achieve sustainable success as a real estate agent

It’s no secret: in the ever-evolving virtual landscape of clicks, likes and views, online marketing strategies are often dictated by the latest trends and algorithms.

This approach may offer short-term gains, but it seldom stands the test of time. Realtors who achieve sustainable growth recognize the power of building a brand in alignment with their core values and beliefs. 

Understanding and embracing what makes you unique as a real estate agent will allow you to attract clients who want to work with you (and who you want to work with).

Think of your brand pillars as your unique process for getting the results you promise. Identifying your brand pillars requires self-reflection and an understanding of what truly matters to you and by extension, your clients.

 

What is a brand?

 

Your brand is more than a slogan, logo and colour scheme. It’s a representation of who you are and how you serve your clients. Attractive visuals may get people in the door, but a properly positioned brand will earn you a client for life. 

At the heart of any winning brand is authenticity. It’s about standing for what you believe in and creating a personal connection with clients who are drawn to similar ideals.

 

Defining, or redefining, your brand pillars

 

No one provides a service the same way as you do, and your real estate services are no exception. Understanding and embracing what makes you unique as a real estate agent will allow you to attract clients who want to work with you (and who you want to work with).

Think of your brand pillars as your unique process for getting the results you promise. Identifying your brand pillars requires self-reflection and an understanding of what truly matters to you and by extension, your clients.

We encourage our clients to narrow it down to the three pillars they feel best represent their brand. Consider the following prompts:

  • What emotions do you want people to associate with your brand? (e.g. trust, security, excitement, etc.)
  • What key messages do you want to convey?
  • What are the core values you want your brand to represent? (e.g. integrity, expertise, community, etc.)

 

Uncovering your brand promise

 

Once you’ve established your brand pillars, you can go a step further and begin crafting your brand promise. Your brand promise is a summary of who you help, how you help and why you’re the best choice. It encompasses your brand pillars, your values and your personal experience. 

Take a moment to consider what promises you’re willing to make about:

  • how your dream client will feel.
  • how this experience will be different.
  • the results your dream client will experience.

Here’s an example:

“I promise… You will feel confident and at ease in your real estate journey knowing you made the right decision(s) for you and your family. I promise to take the time to understand your unique goals and do everything in my power to help you exceed them. I’ll answer your questions before you even think to ask them (and if I don’t know the answer, I’ll find it for you), and make strategic recommendations to get you the most for your investment, even if it means having the hard conversations.”

 

Be specific: Trying to reach everyone means you’ll reach no one

 

Be specific about the level of service people can expect to receive and the type of client you are here to serve. Remember that trying to reach everyone with your marketing is the quickest way to reach no one. This is why it’s so important to know exactly who you’re speaking to.

What you discover through this process will give you guidelines for positioning your brand in your marketing moving forward, and finding perfect-fit clients who resonate with your message. 

 

Setting the stage for success

 

As a real estate agent, your journey toward long-term success begins with the intentional cultivation of your brand. Within a digital landscape dominated by trends and algorithms, embracing your brand pillars and promise becomes a unique selling proposition.

When you can communicate these with both sincerity and authenticity you will not only attract your ideal clients but build lasting connections. 

 

Want to learn more about how to stand out online without the pressure of keeping up with trends or algorithms? Stay tuned for our next post to learn our agency-approved Instagram content and engagement tips!

 

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