In the world of real estate, personal branding has become a crucial aspect of marketing in the 2020s. To stand out from the competition and grow their business, REALTORS® need to build a personal brand that serves their needs and resonates with their target audience. We spoke to seven experts in communications, marketing, and design to get their insights on how REALTORS® can make a splash online. Here are their suggestions:
Start with consistency
Consistency is key when it comes to building a personal brand. It's important to set realistic goals and take small steps towards achieving them. Whether it's starting a newsletter or a social media page, begin with a manageable frequency and gradually increase it as you get comfortable with the tools and platforms. This approach allows you to analyze the response from your audience and make adjustments if needed. By being consistent, you can attract the right people and build a loyal client base.
Stay authentic to your audience
Authenticity is crucial in building trust and creating connections with your audience. Your clients are looking for a REALTOR® they can connect with on a personal level. So, it's important to let your true self shine and avoid trying to be someone you're not. By consistently sharing your authentic self through social media, advertisements, and face-to-face interactions, you can attract like-minded people who resonate with you and are more likely to become loyal clients and advocates.
Don't forget about proper trademark usage
As a REALTOR®, you have the privilege of using CREA's MLS® and REALTOR® trademarks in your communication and marketing materials. These trademarks are valuable assets that distinguish you from other real estate representatives. However, it's important to adhere to CREA's trademark policies and guidelines. Familiarize yourself with what you can and can't do with the REALTOR® and MLS® trademarks by referring to CREA's Trademark Manual.
Make a (design) plan, and stick to it
Consistency in branding extends to design as well. Creating a memorable and enduring brand requires applying the same brand guidelines across all your channels and assets. Consider hiring a design professional to help you create a distinctive personal brand and value proposition that visually and strategically represents you. Professional designers have the expertise to create visuals that resonate with potential clients and effectively communicate your brand identity. Once you have a clear understanding of your brand aesthetic, commit to upholding your brand identity to achieve optimal results.
Know when to go, and when to stop
To create a strong brand identity, it's important to understand how your values, purpose, and lifestyle align with your brand. Avoid trying to be everything to everyone, as this can dilute your brand and prevent it from resonating with anyone in particular. Start by defining how you want your brand to be perceived and who your ideal client is. Then, develop your brand identity based on these parameters. Before making any strategic moves, ask yourself if they align with your brand identity and if they are consistent with the image you want to portray.
Make your clients the hero
While it's important to define and present your unique story, image, and voice, it's equally important to keep your audience in mind. Ensure that potential clients are central to the narrative of your brand. Highlight the services you offer and the value you bring to their real estate journey in a consumer-centric way. By framing your services in a way that resonates with potential clients, you can make them feel like an integral part of your story. Consider how you can elevate your clients' real estate experiences and use past client testimonials to showcase the value you provide.
Tell a great story
Authenticity and storytelling are powerful tools in transforming a listing into a compelling narrative. Share your journey, passions, and expertise with your authentic voice and tone. Use social media platforms to provide glimpses of your day-to-day life, share client testimonials, and offer insights and tips about the local real estate market. Engage with your audience by asking questions, responding to comments, and participating in relevant conversations. Establish a regular posting schedule and maintain a cohesive brand aesthetic across all your social media channels.
In conclusion, building a personal brand in real estate requires consistency, authenticity, proper trademark usage, design planning, strategic decision-making, client-centric messaging, and storytelling. By following these expert tips, REALTORS® can create a strong online presence that serves their needs and helps them grow their business. Remember to stay true to yourself and your values, and always keep your audience in mind.