In real estate, there are specific expectations among most clients including a vast understanding of housing trends, the ability to successfully facilitate a transaction and the cultivation of a wide network of influencers. While these industry skills are fundamental attributes of successful brokers, individual professional prowess involves stimulating competition, establishing a strong reputation, increasing your sphere of influence and continuously growing your business. Building a unique brand will ensure that agents stand out in the real estate space, accelerate business growth and develop client satisfaction strategies.
Creating a real estate brand allows you to effectively and consistently communicate a specific message, elicit a positive response, and garner recognition among a targeted audience. When establishing a personal brand, first consider the specific niche in which you thrive – luxury properties, “green” real estate, condo expertise, etc.
Designate a specialty, proactively share knowledge with your key audiences and focus on solidifying your position as a sought-after authority in this market segment. Whether it’s real estate, commodities or hospitality – brand leaders who understand the consumer logic of “What’s in it for me?” upfront, will win out in the long run. Determine what matters most to your target audience, how you will successfully engage them, meet their expectations and continuously raise the bar on your value proposition – and your personal brand will be solidified.
Once your target audience has been defined, make networking and building rewarding relationships your next priority. Marketing – and brand appeal – is centered not only on what you know but more often in life who you know. Tap into key industry influencers, as well as unrelated business leaders, for candid feedback on what will set you apart in real estate. By tapping into local leaders’ perspective – you will not only create a client-focused brand, but build a team of new, influential brand ambassadors to sing your praises in the community.
Foundation Of Your Brand
You are the foundation of your brand. Identify the individual strengths that set you apart in the market. Consider previous professional experience – marketing, business, law, teaching, etc. – that will underscore your unique skill set and lead to a competitive edge over your competition.
Additionally, consider the interpersonal or communication advantages that you offer to your clients – strong collaboration with industry colleagues, tech-savvy innovator, relevant language skills, community integration or business associations. Your ability to work with many audiences is paramount in sales – and a key component to strong branding.
Branding, at its very core, is about distinguishing yourself. Evaluate your competition, consider brands that you admire, proactively position yourself as a thought-leader and absorb all the industry information you can. Define your signature style, identify your business niche, consistently build market reach and follow strategic business steps – and you will be well on yonur way to building brand loyalty in real estate.
Amy Mizner is a principal at the real estate firm Benoit Mizner Simon & Co.
