How to Build a Personal Brand at RE/MAX
In every real estate market or area there are agents that everyone knows. Even those who have not recently bought or sold know the agent's name, because they so frequently pass their signs, or comment on how all the houses they love are sold by them. Those agents have more than talent: they have branding.
At RE/MAX, our agents have the benefit of the overall brand name and reputation, but it's key to their ultimate success to brand themselves as well. The challenge is in standing out from the crowd. At RE/MAX West, we highly encourage our agents to develop a personal brand within the RE/MAX umbrella.
These tips can help boost your ability to be remembered - and remarkable - in a very competitive real estate industry like we have here in Toronto.
Know Your Identity
- Your identity as a realtor will affect what type of clients seek you out and what image your name carries.
- Analyze yourself carefully. Both the things that hold your interest and the areas in which your strengths lie should dictate your focus. Trying to focus on something that does not align with your strengths will make creating your personal brand much more difficult.
- You should also have an idea of who your clients will be. Does your area or target demographic consist of professionals and executives, retirees, or new families? Which of these are likely to be attracted to the types of properties you are concerned with?
- Once you have narrowed or defined your focus areas, as well as your client base, target your services to this group. Each demographic will have different desires in terms of realtor service. One of the challenges most realtors have is that they feel like "everyone conducts their real estate business exactly the same." Not so! Package your services into bundles, or arrange them into "selling" or "buying" processes to help keep your clients organized. There are hundreds of ways that realtors have created systems and brands that stand out. Now it's your turn!
- Ensure you are not overlapping too heavily on another agent. (i.e. in the same area and focus) Not only will this engender hard feelings, but it will limit your growth as well.
Create Your Brand
- If possible, obtain professional help with design elements like slogan and logo. These attention-grabbing items deserve the best.
- Your slogan should be catchy and noticeable, but it must also be memorable. It is the element of your brand most likely to be recognized from one contact to the next.
- Choose a colour scheme and design that matched your target demographic and focus. Carry the same design through all elements of your advertising, including print, websites, and social media. This will make your client's user experience consistent and make you much more memorable. The more we see someone's image, the more we feel like we know and therefore trust him or her.
- When choosing design elements like colours, weigh competition as well as your agency. To eliminate client confusion, you do not want to seem visually similar to other agents you might be competing with. Your company may have specific colours they would like you to use. It is advisable to at least compliment your agency's theme, to smooth the experience for viewers.
- Professional development is key to remaining relevant. Stay up to date on markets and trends so that you are always able to offer current desires.
- Enroll in classes and independent research to expand your knowledge base. A client would always prefer a realtor who is knowledgeable about that design type, concern, or area they like.
- Get comfortable with using many media types, especially visual ones. Videos and photos that are well executed help people connect with a property.
- Show off your knowledge and confidence writing about your field. Seeking opportunities to feature your name in news articles or other mass media streams lends credibility and attracts attention.
- If you are comfortable with writing about your work, and have some time on the side, consider creating a blog. Educating people on the areas you focus in is sure to boost trust and lead to new leads.
- Being good won't be enough. Your name has to be out there for potential clients to see, catching the eye as often as possible. You want people to know and recognize your media.
- Maximize your exposure through a mixture of well-placed ads and opportunities to show off your expertise.
- Take advantage of many streams of offline and online advertising.
- Create your own website separate from your agency's and make good use of social media.