Individual real estate agents: yes, you are a brand! Even though you are not a global corporation, you still promote a unique service. Don’t your prospective clients regularly ask, “how are you different from other real estate agents?” Well, that answer is your personal brand value statement!
Knowing your value as a real estate professional is crucial to selling yourself and recruiting clients. Who cares if you’re not marketing across the nation? You can still be the name in your local market. After all, most businesses occupying commercial real estate are small businesses. That local market is their market.
Develop a strong brand for your bubble in five key areas:
People want the best in the business. More importantly, they want the best in their business. So if you want to take over a market, you've got to know exactly what it is you're taking over. Are you the best tenant representative for medical spaces? Are you the best for real estate investors seeking multifamily properties?
Establish your expertise to target your marketing and attract the clients you want. The more work you do inside your specialty, the more brand recognition and business you’ll earn. Soon you’ll be the go-to person for your expertise.
Always have an answer ready to that important question, “what makes you different from other real estate agents?” Those talking points are your branding guide. You need to always have three to five things you want someone to know about you when they walk away from you.
Those same 3-5 talking points form the foundation of your print and digital marketing. If you want someone to know you’re committed to personalized service, talk about it in your marketing efforts. Highlight testimonials from others talking about the attention they received from you.
It helps to have a document outlining your brand value, standards, and assets. This helps you consistently relay the message. This document is also helpful if you work with virtual assistants or you outsource some of the marketing work. For instance, if you use ATYPICAL to assist you with your social media marketing strategy, the writers need to know your brand voice and content expectations.
Your audience engages with you all over the place: in person, online, in mailings. Everything needs to sound and look the same. You are building recognition through how your materials look and how you sound. Don’t create a fake marketing persona. If you are not a naturally funny person, don't be funny on social. People will note the disconnect when they meet you in person.
If you have clearly defined visuals, like a logo, and people must see the same logo whether it's on a mailer, a tour book, or a Twitter account. There's just no other way to put it: consistency is king.
In the beginning, there may not be much chatter about you, but as your brand grows people will start talking about you online. Monitor your brand to make sure the message is heading in the right direction. Track your mentions on social media with social listening tools. Use Google Alerts to find brand mentions in places you’re not tracking.
To wrap it up, you’ve got a brand. Use it wisely. And if you're looking for a more succinct brand strategy, ATYPICAL can help.