The agents at my company, benefit from associating themselves with the #1 real estate company in the world – RE/MAX. They’ve consciously chosen to be part of the company for one reason or another. Whether it be the brand, the training, the broker him/herself or the commission splits.
What I do try to continue to impress upon our agents, is that you must define who you are beyond your brand. The fact is, you’re working in the same communities as many other real estate agents. No matter what company you hold your license with, your personal brand should be defined and communicated.
The fact is, there IS enough room for all of us, in any community. And you shouldn’t dislike someone because they have chosen the same field of work as you. I had a wonderful chat over lunch with a friend about just that — the truth is, not everyone will get along with you, like your personality or work style, or benefit from your strengths.
Instead, as an established agent, it’s more important to define who you are and work with the people that will benefit most from your services the most.
How do you go about doing that?
1. Define your business
As a real estate agent, you’re in the business of selling homes. Take that a step further…what kind of homes (new construction, short sales and foreclosures, luxury)
2. Define your strengths and weaknesses
Are you detail-oriented? Do you know real estate law like the back of your hand? Are you great with staging and getting homes ready to sell? Are you a home marketing guru?
3. Determine what you like about your career? And what you don’t like.
Don’t promote yourself as doing the least favorite part of your career. Do you despise working with first-time home buyers because they take too long to make a decision? Do you like working with luxury homes and have a knack for speaking their language?
4. How would past clients describe you?
Are you quick on your feet, witty, smart, devoted? Use those words in your brand statement to set you apart.
Using these tips, get started on defining your brand.
An example of a great brand statement might be:
Sonya Fox: A detailed and professional real estate agent with over 10 years in the industry, providing seamless transactions and a memorable experience for luxury buyers in the southeast metro.
Once you’ve got a brand statement, you can create a shorter tagline and even a logo to further communicate your business to your clientele. Happy selling!