Personal Branding

Sales MeetingSeptember 15, 2010

Video

The Image Masters Featuring

Jill Eber and Jill Hertzberg

Create Your Personal Brand

• Take an active role in your brand!– Come up with a Tag Line– Create a message to target your clients– Develop an image that ties to your name– Use your personal brand in your Marketing and on

your website!

• Brands take time to build– be detailed!

Start With Yourself!

• Invest in Your Image: Finished & Professional– Grooming– Dress– Briefcase/Information

• How do other agents view you?

Differentiate We all are exposed to thousands of messages a

day. A Personal Brand can break through the

clutter and differentiate YOU in a crowded

market.

• Who are you?• What do you do?• Unique way you do it• Evolve your appeal!

Personal Branding and Real Estate

• First step: Identify your strengths, values, passions, and purpose

• Prove that you have something to offer before being given the opportunity

• Develop a rounded, viable, virile and vibrant personal brand– Your business image tells the world who you are

Personal Branding and Real Estate

• Think about how you best connect with people

• Communicate in a way that reaches clients hearts and minds via the channels that work best for you & them

• Consider what your target audience needs and wants

• Identify the value you deliver to meet thoseneeds and wants

Classic Bad Real Estate Brands

• I'll sell you your dream home

• I've got the key to your new home

• Honesty, integrity, and trust

• Because I know the market

• I'm a professional

Good Real Estate Brands

• Your knowledge of transactions and how they work

• Your experience dealing with people

• The types of houses and neighborhoods you like to work in

• The types of people you like to work with

• The number and extent of the testimonials you've received

• What ratio of your business is buyers v. sellers

• How much of your business is by referral

• What systems you have in place to market, promote, and close deals

Good Real Estate Brands• Inspires a positive

emotional response– Camaraderie and

connection – Feel safe and secure in

your hands• Show how you differ from

the competition• Quickens the process of

building trust• Help you focus your time

and energy on clients for whom you are a match

Consistency of Message and Experience

• What kind of Look and Feel do you want to have?

• Brand yourself with the types of properties or clients you represent– be consistent!– Use this message in your advertising, direct mailing,

on your flyers, etc• “Specialize In New Construction”• “Helped Over 20 First Time Home Buyers”

Believe in Advertising

• It can brand you!• Name Recognition• Find your Niche • It doesn’t have to be

expensive!– i.e. Car Magnets

• Be Consistent, but always evolving– Signature name, logo

and imagery

ExamplesLogo

Business Card

Magazine Ad

Examples

• Mary Harker– Kellar Williams in Dallas

• Branded URL– www.maryharker.com

• The Five Star Team• The Five Star Experience• Phone 800-827-MARY

Questions/Comments