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Personal Branding Techniques for Real Estate Agents and Brokers
Branding can be done to any product, or any person. Before undertaking an exercise in personal branding, however, consider your distinctive strengths and abilities and what they offer the market place. Traditionally personal branding was for sporting celebrities who gained enormous coverage and following through their sporting prowess. Movie stars have also had celebrity status and association since movies began. A personal brand is about creating strong, favorable associations in the minds of people that you encounter. If you don't actively do this, they will still make associations. Therefore, it may be better to be proactive and undertake the branding exercise for yourself, you cannot control what they think but can give them some information to assist with the associations. WHY BRANDING OURSELVES? - Places you in a leadership role HOW DO WE BRAND OURSELVES? Like any branding exercise, the key to personal branding is having a good product, one which you understand and pitch to the right market. The first step in personal branding is knowing who you are, find out what strengths your brand possesses and how these strengths can help you. Personal branding is not about presenting a façade to the public; a poor product will not stand up to market scrutiny. This is also a choice of brand elements, people you deal with, the look that you have, and how you conduct yourself. Once this has been done, determine what you are going to offer. As a product what do you do, what need does the product of you satisfy in the market. Next figure out the position you will take in the audience of your mind. What unique space do you wish to occupy and what unique associations do you want people to recall when they think of you?Finally, once you have established the first three steps, manage your brand over its lifecycle. That is keep visible, be consistent and be yourself. According to Montoya, the well-known personal branding guru, the key to managing your personal brand is word-of-mouth (WOM), the most trusted form of communication. How does one go about building a personal brand? Recognize your personal strengths and gifts! Think about how you best connect with people, consider what your target audience needs and wants, identify the value you deliver to meet those needs and wants, and communicate in a way that reaches your constituents in their hearts and minds and via the channels that work best for you Functional associations are important such as timeliness, quality, dedication; as are emotional associations like inspiring, leadership, being an innovator. The three C's of personal branding are clarity, consistency and constancy. Clarity deals with being honest about yourself and your strengths and promises of value attached to your personal brand and being clear in the way you communicate them. Often, for simplicity, you must focus on one or two aspects that are most vital and focus on communicating them. Think about the things you associate with prominent artists or mangers, and they are unlikely to be complicated. Consistency is keeping things consistent for the customers. This does not mean staying stuck in the past, but just not undertaking drastic changes. Coca Cola have had a consistent message for 50 years; the message evolves continuously and is not stagnant but is consistent. Artists like Madonna change every three or four years, but there is a consistency to the change. Constancy means being visible with your brand and maintaining an on-going level of awareness in the marketplace. Oprah Winfrey is visible constantly, and although most of people do not have the visibility or exposure of Oprah, they can still be visible in a smaller audience. There is no point trying to build a brand image quickly to coincide with a new exhibition or performance you may have coming up - brands take time to build in consumers minds. A FREE PERSONAL BRANDING TOOLKIT FOR REAL ESTATE PROFESSIONALS NetReal.net, a company noted for its template-based Real Estate Web design solutions, offers a Winter Holidays Gift for Real Estate Agents and Brokers - the Personal Branding Toolkit: http://www.netreal.net/personal_branding.phpThe Personal Branding Toolkit contains the "Essential Marketing for Real Estate Professionals" ebook and 17 Real Estate Reports and the tools to personalize them with your name, contact info and photo. NetReal's editorial team put together the top 25 highest- rated Real Estate marketing articles of 2004, and created a must-have e-book - "Essential Marketing for Real Estate Professionals". The ebook covers Marketing 101 , Network marketing, Personal Marketing, Customer acquisition and retention, Telemarketing & Direct Mailing, E-marketing.You can personalize this e-book with your data and send it to your contacts, absolutely free of charge. This is a great way to offer a helpful gift to your colleagues and partners.The "17 free Branded Reports" allow you to create your own branded Real Estate reports (for buyers, sellers, investors, movers) with your contact info and photo/logo and an exquisite design. Distribute them to your prospects or clients as e-docs or printed materials, or upload them on your website. Show your professionalism with these great tools to acquire new clients. The Personal Branding Toolkit for Real Estate Professionals (http://www.netreal.net/personal_branding.php) is free for everyone. Dan R. Vella is marketing editor for NetReal.net. NetReal.net (http://www.netreal.net) is a privately-owned company providing real estate web sites and marketing solutions for real estate industry, focusing especially on the low-cost end, and empowering the real-estate agents through the use to Internet technologies with the most affordable costs.
MORE RESOURCES: Russian Demand for U.S. Real Estate Surges 78.5% The Moscow Times What renters really want | Real Estate Newsletter Inquirer.com WA real estate firm fired woman for reporting harassment, lawsuit says The Seattle Times NYC Real-Estate Execs Throw Money Behind Adams to Counter Rise of Mamdani The Wall Street Journal Commercial real estate update: As big box brands buckle, the three A's can save the day Tallahassee Democrat Real estate investors are purchasing more U.S. homes as high prices lock out would-be buyers CBS News Livvy Dunne Tried to Buy Babe Ruth’s Former Apartment. An N.Y.C. Co-op Board Said ‘No’. The New York Times A tale of two Floridas: Real estate industry torn over DeSantis' push to eliminate property taxes Fox Business Luxury Real Estate Company Unveils ‘Flathead Lake Club’ Proposal in Lakeside at First Public Hearing Flathead Beacon Banner Real Estate Group breaks ground on The Faywell multifamily community in downtown Wheaton Chicago Agent Magazine ‘It’s all looking great’ for the M’s of M2 Property Group in Texas Real Estate News by RealEstateNews.com DDN: Judgment filed in Wright State’s real estate arm case Wright State University Homes for Sale in Manhattan and Brooklyn The New York Times Milestone Real Estate owner realizes dream with Downtown Fresno office thebusinessjournal.com ‘Ongoing stagnation’: Real estate fundraising stays muted in H1 Private Equity Real Estate | PERE Berkshire region real estate sales – July 11, 2025 The Berkshire Edge Lee & James Real Estate Photography Launches Back-to-School Special for Portland Area Realtors Akron Beacon Journal Hybrid ‘buyer agent’ blends AI with the human touch Real Estate News by RealEstateNews.com Real Estate: June 2025 Coronado Market Update Coronado Times Real Estate Minute – 07-10-2025 Texomashomepage.com Current Real Estate Roundup - July 10, 2025 Nantucket Current ARX Launches First PPE Brand Designed Specifically for Women, Redefining Safety on the Jobsite Boston Real Estate Times $400 Million Family Lawsuit Involving Prominent Fullerton Real Estate Figures Part 2 Fullerton Observer As Sovereign Debt Loses Its Luster, Economist Sees Investors Turning to Real Estate and Other Hard Assets Urban Land Magazine Saudi Arabia Enacts New Real Estate Foreign Ownership Law: A Calibrated Opening for Foreign Investors The National Law Review Is private real estate underestimating risk for US life sciences? Private Equity Real Estate | PERE Signs of Recovery: Boston Lab Market Shows Momentum in Q2: JLL Report Boston Real Estate Times Leading Index for Commercial Real Estate Increased 7% in June Calculated Risk Mom, I’m Going Into Real Estate The Jewish Link Real Estate Roundup: YKK Sells Anaheim Building for $39 Million Orange County Business Journal Department of Taxation and Finance dos.ny.gov Guest view: The renaissance of necessity retail real estate IPE Real Assets Mayer Brown Adds Gabe Steffens as Real Estate Partner in LA Bloomberg Law News As Californians Fought Corporate Landlords, YIMBY Action Partied with Big Real Estate’s Cash CityWatch LA Providence Hill Real Estate owners buy office building near Tuckahoe HQ Richmond BizSense Zillow vs. Compass: Real Estate’s Ultimate Showdown (and Why You Need a Pro in Your Corner) Alexandria Living Magazine CNBC is expanding its real estate coverage Talking Biz News Real estate CEO warns of growing ‘exodus’ as people have ‘given up’ on California — but where are they going? Yahoo Finance Real estate boss targeted in San Francisco with smear campaign The San Francisco Standard Lancaster County hits new real estate record LancasterOnline Where are home prices falling most in America? This SWFL community made top of the list Naples Daily News Report: 7 of 12 Luzerne County school districts increased real estate taxes for 2025-26 The Sunday Dispatch Dr. Shavonna Herron-Johnson: Building Legacy Through Leadership, Real Estate, and Global Empowerment Tribune India Report: Leasing lags, but Dayton bets big on defense and development The Business Journals Confusing housing stats & real estate nerds Sacramento Appraisal Blog Fetner, MCB Real Estate, Farallon Capital Buy 240 Willoughby Street for $210M Commercial Observer 10 of the Best REITs to Buy For 2025 | Investing US News Money Apartment investor closes second funding round at $373 million The Business Journals Rob Long taps real estate, food service industries to raise $35K in Q2 for HD 90 bid Florida Politics |
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