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Why Create a Personal Brand if Brokers Have One?

A broker’s branding sells your broker’s services. A personal brand sells you. It can differentiate you from other agents and boost your name within your market niche.

NEW YORK – It’s essential for real estate professionals to differentiate themselves from their rivals by developing a personal brand. Doing so can help agents interact with their niche, boost their referrals and repeat business, and be regarded as a local authority.

A personal brand is different from having a broker brand. An agent’s brand highlights things such as the agent’s personality, values and experience, which might include things like specializing in luxury homes, first-time homebuyers or a specific geographic area.

When forming a personal real estate brand, agents should first identify their unique selling proposition based on their personal style, values and motivations.

They should also consider all marketing channels they might use. A branding message should create a consistent impression that works across all channels, including an agent’s website, business cards and on social media platforms.

To be effective, branding should feel credible and be appealing to the agent’s target audience.

Branding mistakes to avoid? A message that is confusing, too generic or lacks sincerity.

When a robust personal brand is paired with exceptional service and know-how, clients will be more likely to make referrals. Maintaining a personal brand is a continual process that calls for patience, persistence and a commitment to ongoing improvement.

Source: Inman (05/17/23) Davis, Darryl

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