People buy from who they trust and feel comfortable doing business. Whether it’s posting photos from a local business grand opening or sporting event, your content should focus less on what you do professionally and more on who you are personally. In this lesson, learn the guidance of a corporate marketing executive and award-winning storyteller on how to build a personal brand that will help you stand out within your industry and in your community.
- Your personal brand is what people see and feel when they find you online. However, it should also mirror who you are offline. Personal branding matters because people buy from who they trust and feel comfortable doing business with. Your objective for growing your personal brand is to build a powerful business network where you are who people go to for real estate referrals. It should also establish you as a local authority for all things real estate. Growing a personal brand that's easily discoverable and engaging to the masses requires an investment of time and commitment to building your online presence.
Whether it's posting photos from a local business grand opening or sporting event, your content should focus less on what you do professionally and more on who you are personally. Whether you're new to the industry and getting started or an experienced agent that's looking to level up your online presence, ask yourself the following questions. Are you knowledgeable about your industry and blogging about it? Do you go out of your way to engage in conversations online including groups? Are you creating content that's relevant to your target audience or community? Do other agents outside of your market actively send you referrals? If you answered no to any of these, you need to work on your personal brand.
When someone thinks real estate agent, are you the first person that comes to mind? If you answered no, you need to work on your personal brand. Creating a brand which people want to follow actively is less about who you are as a professional, and more about who you are as a person. For example, my friend Dex is a real estate agent in New York City who also goes by the name Dexandthecity, which is his brand. As seen on his Instagram account, every other post on Dex' Instagram is a photo or a video of himself mixed in with content from listings.
What Dex has done is create a brand, which is a hybrid of a real estate professional and someone who is well-connected throughout New York City. Your online brand is critical in establishing upfront authority and trust with potential customers. However, it's less about who you are as a professional and more about who you are as a person. Ask yourself, are you approachable? Start showing your social media followers who you are and what you do within your community by posting pictures of your hobbies and personal interests.
- Technology and the real estate sales cycle
- Why personal branding matters
- Building a referral network with groups
- Optimizing your LinkedIn profile
- Creating engaging social media content
- Storytelling strategies for your next open house
- Writing compelling ad copy
- Best practices for boosting page content
- Using hashtags effectively