What real estate agents need to know about branding
“A brand for a company is like a reputation for a person. You earn reputation by trying to do hard things well.” Jeff Bezos
This article was originally published April 2018 and was updated in 2019.
Do you have a brand? And is it working?
When competition is hot, your brand can help you stand out, get noticed and attract more business.
But what is a brand?
Your brand is a combination of not just your marketing pieces – logo, head shot, colors, vehicles – it also about your reputation. It’s a combination of everything in your marketing as well as your personal impact on others.
Just think about your favourite coffee shop, restaurant, clothing store – even plumber! They all have a distinct reputation, quality of service and product/service delivery that makes them unique.
The exciting opportunity is you can create this!
I’ve created a video series all about helping you to stand out more and profit more.
3 steps to understanding your brand
Here’s a simple exercise to begin creating your brand visually.
- Start with success stories! Think about clients you’ve “rescued” in a way only you could have done. Was it last-minute, unique, complicated, multi-faceted or just brilliant!
Think about those examples…what was special about them? What was the difference between when you first met the client and when you finished the work? What words did they use to thank you?
In my coaching work, I always start with what’s working before digging into what can be improved.
These are gems – the stories you can use over and over again. As marketing guru Seth Godin wrote, “Marketing is no longer about the stuff that you make, but about the stories you tell.”
- How do you you solve your client’s pain – the problem only you can make go away?
Choose 3-5 words that represent the solution you provide. It could be words like: thoughtful, thorough, expertise, experience, responsive… Tip: These are the words you want your ideal client to tell their friends after working with you.
These are the emotions you need to build into all your marketing—it’s what your market is looking for.
- Now make a list of the unique ways you deliver success. What are the extra steps you take, the benefits you add, the staff or vendors who support your work?
Marketing includes promoting unique deliverables—the way you deliver your solutions.
When you combine all three elements: proven success, unique solutions and how you deliver your solutions, you have the beginnings of a brand. One that’s unique to you and your market.
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