Building your personal brand: no longer optional
06.17.15 | Posted In:
A career in real estate can be hectic. Whether it means tending to a client, showing an open house, or finalizing a contract, real estate is full of urgent, must-do matters.
So it’s no wonder than many agents don’t give a lot of thought to building their local brands. After all, there are plenty of things that needed your attention yesterday, so why devote time to something without fast results or a firm deadline?
Simple: These days, establishing a strong personal brand is no longer optional.
Today’s homesellers have more information than ever before. In fact, a 2014 report from the National Association of Realtors showed that 70 percent of sellers only contact one agent before listing their home. This means reaching sellers before they begin their research is crucial for securing new listings.
And the best way to reach sellers before they start their search is a strong personal brand.
We can all name a few famous brands and associate them with certain items or industries – Coca-Cola and soda, or McDonald’s and hamburgers – but you might not know that these associations are the result of changes to your brain.
There’s no reason your real estate business shouldn’t benefit from this science, too. Sure, your marketing budget and staff is probably not as large as Coke’s or McDonald’s’, but it’s never been easier to build a world-class brand in your local market.
A strong brand is simply the result of consistent exposure to your message and unique value proposition. Technology now offers many tools for getting your message out to local homeowners. Instead of buying a Super Bowl ad, agents can contact prospects via email, voicemail, text message, digital ads, or direct mail.
The trick is deploying these resources when they are most relevant to their intended recipients. Timing is everything, and that’s why brands pay millions for a 30-second spot during the big game.
What does this mean for local agents? The majority of sellers decide which agent they’ll use to list their home in just one day, so agents need to build their brands among all homeowners. To be relevant, messages need to personalized. For example, new homeowners might receive a friendly postcard with tips on lowering their utility bills. Or homeowners who have expressed interest in moving might receive an email with advice on boosting their home’s value.
When done right, this consistent, multi-channel messaging will cement your status as the go-to agent in your local community.
And this is just the tip of the iceberg: Agents with strong brands also have landing pages and use digital ads to connect with prospects online. But building a solid local brand takes time, which is a precious commodity for most agents.
Fortunately, LeadsToday can help. Our done-for-you marketing platform automates all of your contacts to any audience you choose. By targeting sellers who are likely to sell soon with pointed messages and keeping you in the minds of folks who are staying put for a while, we keep your pipeline full now and in the future.