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Top 10 Personal Branding Strategies for Realtors

Kenny Harper Coaching & Consulting Clients

Have you ever thought about why twenty percent of realtors dominate the market accumulating riches and eighty percent of realtors earn just enough money to get by? Would you like to be one of the top twenty percent?

In this article I will share with you the top strategies to implement to help give you the edge to amplify your business.

When the market is hot, the competition increases. When you aim to be the leader in your industry and have the best clients and opportunities come to you, you need to give people a reason why.

The leaders of any industry know important it is to have a strong personal brand. A personal brand communicates who you are, what you do and what makes you unique. It should also communicate why you are different and better than your competitors. When you are perceived as the same as everybody else, you become a commodity. When you differentiate yourself, provide value and consistently stay connected with prospects you are on your way to success.

There are many realtors leveraging personal brands to attract their ideal clients in their market. While most realtors who leverage their personal brands may not be regular household names they are in the top percentage of successful realtors and known in their industry.

Top 10 Personal Branding Strategies for Realtors

There are many different strategies and tactics to implement when it comes to personal branding. Below are the top 10 strategies I recommend for real estate agents to get rapid results.

  1. Secure your own domain name with your name.
    This helps differentiate you from the start and positions you as an authority in your industry.
  2. Ensure you have a branded e-mail address.
    Using a generic email address like @gmail.com or @yahoo.com screams amateur. Either use your company’s branded email address like @mycompany.com or your personal email address like @yourname.com.
  3. Identify your ideal customer.
    Knowing your ideal customer is vital to producing your personal brand and attracting the right audience. By nature you can’t be the best real estate agent for everybody. People have different preferences on who they choose to work with. When you know your target audience and they are clearly defined with demographics & psychographics, you can create messaging and content that communicates directly to them, their desires and challenges. It may be tempting to try to serve more people, but keep in mind when you aim to serve everybody, in many cases you end up serving nobody. You must pick a lane.
  4. Invest in professional photos that show your personality.
    Most realtors do a good job with getting pretty decent headshots. However go a step further and get some photos that show your personality. Get some photos taken that show off a bit of what makes you different. If you’re fun and energetic, look fun and energetic. If you’re more serious and low key, ensure your photo portray your personality. Consider wearing with colors that typically represent you or your brand. If you have red and blue in your company or personal brand, try wearing matching colors. Imagine if your picture were in a group along with twenty five other realtors. What about your photo would grab someones attention? TIP: There is no need to go extreme, aim to be natural and authentic.
  5. Develop your own website.
    Your company may provide you with a decent web page or even a nice website branded under the company. However I recommend investing in having your own website developed that better communicates who you are, your personality and values. Remember people choose to do business with you because of who you are… so let them know who you are.
  6. Produce promotional video.
    Video is the second best thing to being with you in person. A welcome video can give people who stumble across your website or social media accounts an idea of the type of person you are. Keep in mind, this is not a sales video, it is a video to let people know more about you. You can also create more videos that provide value to your target audience and their particular needs.
  7. Create a lead generation asset.
    Many people may search around for quite some time before deciding to move forward with an action such as buying or selling a home. By creating a valuable asset such as a special training video, webinar or a PDF download that people can view when they provide their e-mail address, you establish thought leadership and at the same time acquire their contact information to continue the relationship. In many cases, if someone doesn’t provide their contact information, you may not have the opportunity to connect with them or serve them in the future.
  8. Be active on social media.
    Social media can be a huge time waster if it is not leveraged properly. Social media is not an advertising tool. If you use it for sales only and you will turn people away. Social media is for being social and providing value. Be present on social media by sharing your insights and information that may be of value to your target audience. People may not always take action such as like or share the post, but a percentage of people will or at the very least see it. Through time by keeping top of mind and consistently providing value, you may earn business.
  9. Follow up with all prospects.
    The biggest mistake I’ve seen most realtors make is that they are only focused on an immediate sale. They may connect with someone and if the contact is not ready to purchase or sell a home, the realty agent moves on to find the next person. This is a big mistake. Rockstar realtors know the importance of staying in contact with their audience to develop and nurture relationships and earn business through time.
  10. Write a book.
    A book establishes you as a thought leader and is a great way to provide value to your perspective clients. When writing a book it is important to provide value to your target audience. People tend to keep books of value so it’s also a great way to stay top of mind while at the same time elevating your status. Keep in mind that for marketing purposes, it would be best to simply give a copy of your book to prospective clients. The goal here isn’t book sales, it’s to provide value and earn trust.

These are initial tips to apply to leverage your personal brand and begin amplifying your realty business. Now that you have some ideas, get to action and make it happen.

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