Madison, WI - According to the National
Association of REALTORS®, 76 percent of people who
decide to sell their home with the assistance of a
licensed real estate agent interview only one agent
for the job. Are you that agent? If not, who is?
What can you do to become the one agent 76 percent of
the people in your marketplace are calling to list
their homes? The answer is simple – eliminate the
other options. By branding yourself correctly, you can
create the perception in the mind of the public that
you are the only option – the only agent – who will
sell their homes. Build the perception in the mind of
the consumer that you are the only one.
A concept used for many years by corporate America,
personal branding is an invaluable tool that if used
correctly, holds unlimited potential for real estate
agents. Real estate agents are in a unique position to
have success through branding because they are their
own products. Yet many agents, who arguably spend more
money than most other small businesses on advertising,
are missing the boat when it comes to building a
business through branding. As a result, the agents who
do understand branding and build a consistent brand
are able to take advantage of the market. They are
that one agent three-fourths of the population calls
to list their homes.
As a service professional, you have a brand already,
you just don’t know it. Everything about you – your
appearance, your car, your office, how you answer the
phone, how you treat your customers – creates a
“brand” in the public’s mind. Focused branding is the
process of developing and owning the brand you want to
project, instead of letting the public create their
brand for you. With focused or targeted branding you
create the business you want instead of allowing your
business to develop by default.
So what is Branding?
Commonly lumped together with marketing, branding is
actually a distinct concept, which if used correctly,
can virtually eliminate the need for traditional
costly marketing. While marketing is a quick, active
message targeted at selling a product, branding is a
slow process, building your image over time. Branding
relies on consistency and repetitiveness. It’s about
building your image in the mind of the public –
creating a perception that you are the best,
regardless of the market conditions.
A great example of a person who has used both personal
branding and marketing is Oprah Winfrey. Over time,
Oprah has built a perception of who she is and what
she stands for in the mind of the public. That
perception, that emotional, innate response to the
name Oprah Winfrey is her brand. Her magazine, her
television show, her books, etc., are products she
markets to the public. She markets her products
through commercials, her shows, and other methods. The
success of her product marketing is based in large
part on the strength of her brand. Conversely, her
brand continues to be strengthened because her
marketing and her products consistently support her
promise on her brand.
Everyone makes money in a strong market. Agents who
are perceived as the experts, the leaders, make money
regardless of the market conditions. Oprah does not
need to do anything but mention a book and it shoots
to the top of the bestseller list. She doesn’t spend
money on advertising her products. Her branded image
pre-sells her, and, in turn, her products, without the
need for marketing. By building your image over time,
by branding yourself, you can see that in the long run
you will spend less money on marketing yourself, but
get greater return.
So how do agents brand themselves?
Branding requires a commitment. You cannot read this
article, or read a book about branding, pick a slogan
and consider yourself branded. Branding is more than
putting your picture on your business card and a park
bench and proclaiming you are the number one sales
person in your market.
Branding is really everything you stand for – your
promise to your customers. Research branding as a
concept and you will notice certain concrete steps you
must take to build your brand.
1. Evaluate Your Business and Your Path
In order to create a strong personal brand you must
first truly understand what you are able and willing
to offer your customers. What happens when someone
breaks a promise? You don’t trust them. This is why it
is important to evaluate where you have been and where
you want your business to be. Unlike many other
professionals, as an agent you are promoting YOU all
day every day to everyone you meet. You cannot hide
behind a brand that is not authentic and true to who
you really are.
So, you must first evaluate where you are and where
you want to go. This step is the most important for
real estate agents. As an agent you have to live and
breathe your brand every day or it will fail. You have
to honestly evaluate yourself and your business. What
does your business look like now? How do you want your
business to look? What are you willing to do to get
there?
2. Make a Commitment to Your Brand
After you have determined where you are and where you
want to go, it’s time to step out of your box and
define you as your brand. Did you determine that you
really want to focus your business on serving the real
estate needs of retirees? Pick a slogan or word that
describes the commitment you have to your target. For
example, “Providing golden service for the golden
years.”
3. Back it Up Everyday
Then own that brand in everything you say and do. Back
up your brand with what you promised, “golden
service.” Use your slogan or brand consistently and
repeatedly.
Over time your name will become synonymous with your
brand to the extent that your target, in our example,
retirees and their families, will think of you first
when they want to list their house, regardless of
whether you took out a full page ad in your area’s
local newspaper proclaiming yourself the number one
agent in the market.
Keep in mind, however, you cannot brand a lie. Almost
worse than having no brand, is having a brand that
doesn’t work. You cannot brand yourself as an expert
in lakefront homes if you know nothing about lakefront
homes and have no desire to learn anything about
lakefront real estate.
Branding is a powerful tool for a real estate agent.
If used correctly, branding can help agents realize
unlimited income while spending less money on
marketing and advertising. Yes, that’s right – less
money on marketing and advertising, greater return.
Branding works because people buy and sell on emotion.
Therefore, if they like and trust you they will use
your services, regardless of the market conditions.
Remember, evaluate your business and your path, make a
commitment to your brand, and back it up every day.
Follow these steps and you will be on your way to
building your brand and becoming that agent your
market calls first to list their home.
Published: 8/4/2005
