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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.php The 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: After 30 years of marriage, Sharon and Michael Newman decided it was finally time to move from the Catskills to New York City. The house, designed by the architect Eric Fisher, looms over the street like a big industrial arm. A town house in Dallas, a midcentury modern in Rhode Island and a Tudor in Denver. Meet the real estate broker’s interns: an ambitious group willing to do anything, earn nothing and wake up early on a Sunday to fluff the couch cushions at open houses. For a century, Roosevelt Island housed a grim penitentiary. It was demolished in the 1930s. More borrowers are opting for fixed-rate loans with terms other than the standard 30 or 15 years, especially when it comes to refinancings. Two more glass skyscrapers are added to a group of towers on the waterfront of Long Island City. Insurance coverage for a co-op unit; when a tenant is ‘blacklisted’; a co-op is smaller than estimated. The market for $500,000-to-$600,000 houses in Westchester has become especially active. A shaky real estate market means more sellers are providing buyer concessions, from gift cards to help with paying property taxes. Houses of worship are adaptable to residential and other uses as congregations dwindle. Nearly two million Americans could benefit from mortgage relief from the nation’s biggest banks, as part of a broad government settlement to be announced on Thursday. A cold war-era satellite relay station is for sale in California after a Silicon Valley mogul gave up on plans to turn it into a weekend home. How can I make my front porch more appealing to buyers? Court hearings meant to protect New York homeowners from foreclosure are hopelessly slowed by endless paperwork and requests for additional information. The Bay Area and Silicon Valley expect the windfall from the Facebook stock offering to make their in-demand region even hotter. A Ditmas Park co-op, Upper East Side co-op and an Upper West Side condo. A 10-year-old house with six bedrooms in Montvale, N.J., and a renovated four-bedroom in Bronxville, N.Y. Prices in some parts of the country are still off by as much as 25 percent from their 2007 peak. Trinity Church is the largest landlord in Hudson Square and is part of the effort to rezone the area to residential from manufacturing. Rising oil prices and a boom in shale exploration are leading companies to add office space in the Houston area, most notably Exxon Mobil. Ms. de França is the president and chief executive of Douglas Elliman Development Marketing, which focuses on new residential developments. In Manhattan, parking lots and garages are making way for all sorts of development, especially luxury condominiums. Gray Burton lives in a 250-square-foot space he furnished with antiques he’s been collecting for years. A photogenic Westchester suburb with high-profile residents is also known for its art museum and a performing arts center. Wealthy investors are wiring millions of dollars to New York to snatch up a piece of 157 West 57th Street - what will be New York City's tallest residential building, with 90 floors overlooking Central Park. An apartment at the Trump International Hotel and Tower, opposite Central Park, was bought anonymously through a limited liability company. Homes in Dallas, Rhode Island and Denver. A Ditmas Park co-op, Upper East Side co-op and an Upper West Side condo. A 10-year-old house with six bedrooms in Montvale, N.J., and a renovated four-bedroom in Bronxville, N.Y. Compare the cost of renting and buying equivalent homes. For recently divorced men, a new breed of decorators offers help navigating a strange new world. Plants that light up the winter garden can be found at Broken Arrow Nursery in Connecticut, which has long been a favorite of gardening geeks. A sister in need drew the painter Beverly McIver back home to North Carolina, unaware that a new beginning was in store for both of them. A jewelry designer finds striking new objects for storage. Timothy Sakamoto and Jochen Repolust are part of the small but growing niche making mobile apps focused on specific works of architecture. To promote an auction of 20th- and 21st-century design, the interior designer Stephen Sills has created a preview exhibition in an apartment at the Apthorp. Fishs Eddy now sells plates acquired from the archives of the now-defunct Syracuse China Corporation, many more than 100 years old. The designer Russell Greenberg creates custom baby rattles with ends shaped like profiles of mom and dad. |
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