Personal branding for Realtors

by REP04 Feb 2014
All Realtors have a personal brand, whether we’re working for a larger realty firm or for ourselves. As Michael Neaylon writes, a personal brand can sometimes be seen as lightweight, but it’s not just about your image, as important as that is.

Personal branding is also about how you manage who you are, how you lead your clients, and how effectively you partner with your associates.

Truly effective personal branding is about how you’re perceived, because all brands exist in the minds of their market. Sounds a little lofty? Let’s get tangible.
As a Realtor, you’re judged by your vendors, prospects, and associates on the way you manage the sales process, the value you add to your vendor through expert advice and superior negotiation skills, the integrity you bring to the sale process, and the manner in which you handle expectations.

Add to that the cut and style of your clothes, your promptness (or lack thereof), your emotional and social intelligence, the car you drive, and your grooming.

Now add to that your online presence: your website and your social media profiles. They all tell a story. The more they align with who you are and the value you bring face-to-face – the more ‘on brand’ your digital channels are – the better they serve you. If any of these don’t match, however, you’ve just spent a lot of time and effort on putting out mixed messages that could cost you business.

Everything we do and say, display, drive and wear, tweet, blog or video – even the company we keep – impacts our personal brand. That has a direct impact on our bottom line, whether we assess that by the number of sales we make, the influence we wield, or the career milestones we achieve. Here is the one biggest mistake I see people make with their personal brand...
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