How to Create a Personal Real Estate Brand

Congrats! You’re a Real Estate Agent! So, now what?

After hours of studying, passing exams, and finding the right brokerage, now the real fun begins! But, as a new agent, you may find yourself overwhelmed, wondering where to start. 

The answer? Create a personal brand! 

Personal branding is the key to standing out from others in your area, and can be done in four simple steps:

1. Define your brand

Remember, you are more than a real estate agent. You are an entire brand, and it’s time to DO YOU, BOO! When determining how to best define your brand, write down the answers to these questions: 

• Which brands do I admire, and why?
• Who is my target audience? What kind of services am I offering them?
• How do I want to make my clients feel?
• Who is my competition?
• What makes me unique as a real estate agent?
• What are my strengths and weaknesses?
• What values are truly important to me?
• What is my story? How did I get where I am today?
• What fonts, logos, and colors will I use to represent my brand?
• If someone were to describe my brand, which words do I want to come to mind?

So before you do anything, take a moment to dig deep and determine what your business will stand for. Are you focusing on building generational wealth in minority communities? Or, are you interested in helping single parents find their forever homes? Your brand should reflect your interests, beliefs, and values. 

2. Show up as a professional

You’ve narrowed down your brand identity, and now it’s time to play the part. This means that the way you dress, speak, and act should all reflect your brand.

When you show up to meet clients for the first time, think about the lasting impression you want to leave. Are you a luxury real estate agent? Dress up. Appealing to buyers who love life on the beach? You may be able to swap your high heels for cute beach sandals. 

How you show up will determine whether a client decides to work with you. 

3. Develop an online presence

And yes, girl – this includes social media. 

Your website, social media accounts, and marketing materials should all reflect your brand and the quality of service you are promising. 

And when it comes to social media, there are a lot of options to choose from. But, before you create all-of-the accounts, think about your audience and where they hang out online.

Pick a platform that fits your audience and brand vision but is also sustainable to your lifestyle. For example, if you want to try your hand at Youtube, think about how often you will be able to record, edit and post content to that platform. 

If LinkedIn is more your speed, you may consider the time it takes to create, edit and post blog posts such as this one.

No matter what you choose, make sure you stick to it. 

4. Connect with clients

Although you’ll obtain leads by word of mouth, you can connect with an even wider range of leads in your area, online! 

Connect with potential clients in the following ways:

Get social. Avoid the temptation to “post and ghost.” Always give more than you take and focus on establishing a genuine interaction with your audience.

Create content that educates, entertains, and inspires your audience. Share client testimonials, new listings, behind-the-scenes footage, and other forms of content to support your overall brand message.

Slide in the DM, email that is. Email marketing is a great way to speak to your leads on an intimate level. You may decide to use the email platform provided by your brokerage, or use a third-party app like Mailchimp or Mailerlite. 

Once you determine your platform, send weekly emails to your leads to keep in touch with them online.

Send a text! Text messaging is another way to speak with leads on an intimate level. A weekly text message with a real estate tip will establish you as the go-to professional. Once someone is ready to embark on their real estate journey, they will want to work with YOU. 

Try an app like SimpleTexting to send mass messages. 

Press record. Regularly record content that speaks to your expertise and highlights the benefits of hiring you as a real estate agent. 

Share the content online via a podcast or even YouTube. Don’t forget to also share the content on your social media account(s).

To summarize: A strong personal brand is what will make clients choose you over others.

So be unique, consistent, and connect with people on an intimate level. Doing so will help you stand out in the industry, get more leads, and make sales!