5 Ways to Build your Personal Brand as a Real Estate Agent

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Real estate branding is one of the most crucial aspects of the industry. Your personal brand allows people to recognise who you are as an agent and what to expect when dealing with you. In fact, your brand and the reputation attached to it is just as important as the property being offered. Your brand is ever present and it’s one thing you have control over.

But how do you find time to build a brand and successfully market yourself on top of your current properties? Success in real estate has always been about working smarter, not harder. In this case, it means adapting to new methods and technology to run your agency efficiently so you have time to build and nurture your personal brand.

Below we explore real estate marketing ideas and how to build your brand while adequately managing your time and resources.

 

1. Consistency in Brand

Simply put, a brand is a promise to deliver a specific quality of service. Establishing a real estate brand means effectively and consistently communicating a message over time to create the desired response from your target audience when your company name is seen or heard.

Define your personal brand by evaluating key elements such as:

– core demographics

– niches in the market

– competition

– your personality

– your values

– the area you service

These can help guide you towards creating a brand identity that will resonate with potential clients. Once established, your brand should be consistently delivered across everything you do, from home signs and print materials to emails and phone calls.

Area based branding is a particularly simple and effective way to communicate with clients in your region. Perhaps your community has a nickname for the suburbs you service, like “bayside” or “the inner east”, which is easily identifiable by the people who live there. Rather than listing off a number of suburbs you can say that you “sell in the inner east”.

 

2. Building Relationships

Once you’ve established a clear and effective brand, you can begin building relationships with potential clients. Social media is an invaluable tool for such engagement. Create a LinkedIn, Facebook, Instagram presence and foster relationships by posting interesting and relevant content.

Continuing from the example above, a real estate agent selling in the “inner east” could post an article on Facebook called “5 Reasons Why Inner East Properties are Increasing in Value”. This would be an enticing article to click on for your target audience. By showing you have insight and knowledge in the specific area, you help build reputation and goodwill towards your brand.

 

3. Website and Agent Profile

Real estate agent websites are the most important part of branding strategy. It serves as the hub of all marketing activities, where all efforts should lead back to. Your website is the most important asset because unlike social media, you own it and are in total control of the content and design, all of which influence the overall appeal of your brand.

You should aim to use social media to build relationships, while ultimately directing those people back to your main site, where you have the opportunity to capture the details of people and generate leads. You can further nurture relationships on your website with content like a personalised agent profile and client testimonials.

An agent profile allows you to tell your story and highlight areas where you stand out, while testimonials offer a third-party seal of approval. Both offer a huge boost to your personal brand. Take a look at this real estate agent’s website as an example:  http://jasonbarnett.com.au.

 

4. Professional Conduct

How you respond to enquiries has a significant influence on your brand. If you’re responding to enquiries at night in a nightclub on your phone or spending your Monday mornings following up all the leads received over the weekend, your agency is falling behind.

In today’s digitalised, competitive market, it’s crucial to respond to enquiries promptly and professionally to satisfy a client’s needs. But with most enquiries being submitted outside of office hours, just how can that be accomplished? Real estate software. Clients today are well-informed and digitally savvy, and expect the same from the organisations they deal with.


5. Leveraging New Technology

The limitations of the 9am-5pm work day and the burden of back-end administrative tasks are the biggest things that can hold real estate agencies back. By implementing the latest real estate software, you can deliver professional, agent-branded responses to enquiries 24/7, manage inspections more efficiently and automatically collect and segment data.

This technology is shifting the way real estate is handled, allowing agencies to improve the client journey and exceed expectations. By streamlining and automating complex and time-consuming tasks, real estate agents can focus more on building relationships and generating leads.

By – CEO
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