5 Tips for Building Your Personal Brand as a Real Estate Agent

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If you’re looking to land more clients, one of the best things that you can do is work on building your personal brand. As an agent, your brand is the key to letting clients know what they can expect when they sign on to work with you to find their next home.

With that in mind, below are five tips to help you build your personal brand as a real estate agent. If you take the time to seriously consider each step and to apply it to your marketing, you should be able to create a brand that helps you stand out from the crowd.

1. Get clear on your target audience

Though it may sound counterproductive, a key part of building your personal brand is deciding on your target audience. While your first instinct may be to say that you want to appeal to anyone who wants to buy or sell a house, it’s important to get more specific. Building a brand is all about delivering a consistent message and, if you try to appeal to an audience that wide, odds are that your message will get very muddled.

Instead, you want to pick one niche group and focus your brand around meeting their needs. For example, you could choose to work with seniors, luxury clients, or people who live within a certain town. While it’s always possible to work with a client who falls outside your target audience, your goal should be to have people within that niche make up the bulk of your clientele.

Once you’re clear on who you want to market to, the next step is to do some research on how to reach them. For starters, figure out what their main pain points are in the home buying and selling process, what they want from an agent, their preferred methods of communication, and where they spend their time. The more information you can find out about your target market, the better.

2. Develop your brand’s message

Once you know as much as possible about your niche group, the next step is the hard part. You need to work on creating your brand’s central message. You’ll want to position yourself as a market expert and someone who is more than capable of resolving those pain points that you researched earlier. You’ll also want to focus on defining what makes working with you a better choice than choosing any of the other agents out there.

After you’ve figured out your brand’s central message, the next step is to get it out there. Come up with a tagline and website copy that embodies that message, or hire someone to help you with the task.

If you need inspiration at this juncture, try scoping out your competition. Take a look at some marketing products generated by other, successful agents in your area. Challenge yourself to figure out what their brand’s message might be and notice whether or not its weaved consistently through the various aspects of their marketing.

3. Give the brand a definitive look

After you’re clear on your brand’s message, it’s time to work on its look. The important thing, here, is that all of your marketing materials look uniform. Though, ideally, you’ll also want to design them in a style that appeals to your niche group.

Since you’re an agent, odds are that you’re not very familiar with designing a brand. With that in mind, it may be wise to hire help for this task. There are brand strategists who specialize in taking your core message and building an aesthetic around it.

4. Create content that converts

By this point, you’ll have successfully created a uniform brand. Your next step is to start creating content that acts as a lead magnet and converts leads into clients. Again, this is where that target market research will come in handy. Your goal should be to create content that answers any questions your niche group may have about buying or selling a home and informs them of information that will be relevant to their interests.

Once you have the content in hand, it’s important to make sure you’re distributing it via the right channels. Focus on becoming an expert at navigating social media — or other marketing venues — that your target market frequents. Then, do your best to make sure that your content is easy to find.

5. Stay consistent

Going forward, the best thing you can do for your brand is to remain consistent. Keep the look uniform across all your marketing materials, keep your brand’s voice and tone the same across all of your content, and always remember to reinforce your brand’s core message.

That said, being consistent is not the same as being stagnant. It’s okay to try out different marketing strategies and to tweak your existing strategies over time. Do your best to zero in on the strategies that work and to leave behind those that haven’t worked as well in the past.

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