When I started out as a buyers’ agent, many advocates came from a life of being a real estate sales agent with a major franchise. When you work under the banner of one of the major brands, your brand is theirs and vice versa. So when you go out on your own into a new field, you have no personal brand apart from your reputation as a sales agent. Your brand is inextricably linked to the franchise or real estate agency for which you worked.
What is a personal brand?
Why do people buy luxury cars rather than old bangers? Or a Gucci handbag instead of one bought at a local market? They buy the prestige and that prestige is embodied in the brand.
Your personal brand is how people talk about you when you aren’t in the room. What would they be saying about you today? Would they be talking about you at all?
Why do you need a strong personal brand?
Anyone in business, especially in competitive fields, needs to develop a personal brand. Your personal brand is what sets you apart from your competitors.
If you want to attract those gold clients and charge premium fees, you need strong branding. In building your personal brand, you’ll be giving your audience insights into how you think, how you work and what your values are. You’ll be building the trust and recognition you need to attract the best clients.
How to develop a personal brand
Back to the BMW versus the old banger: Marque brands like Rolls-Royce, Land Rover, Chanel, Gucci and Rolex have spent decades positioning themselves as luxury brands. They ensure the brand is talked about, is associated with premium events and, most importantly, is synonymous with high quality and craftsmanship.
So when you’re starting from scratch, how do you develop a strong personal brand? Well, in my experience, it’s slow and steady. It takes time.
You want to be highly visible, so grow your online presence and be consistent. If you don’t show up online these days, people think you’re out of business. You want to remember the value of networking. This could be growing your network of real estate agents or mortgage brokers, or finding opportunities to speak at your local Chamber of Commerce explaining how a buyer’s agent (you in particular) can help them achieve their goals.
Whatever you do and whatever content you publish, make sure it’s a true reflection of who you are, your industry experience and what you do. You need to be authentic in everything or you’ll lose the trust of your potential clients.
How much will it cost to build a personal brand?
There’s no one answer to this.If you choose to do it yourself, you have to be prepared to factor in the opportunity costs of your time in building a website, creating content, buying video and lighting equipment, establishing a brand and more. You can outsource much of this work to freelancers to help you while you get on with your core business. Whichever way you choose, to do it properly so it will generate results ASAP, you’re unlikely to spend less than $20,000, and that doesn’t include ongoing costs.
Get instant recognition and trust with Property Mavens
Building a personal brand takes time. With Property Mavens, you have a ready-made, industry-leading trusted brand, with leads provided, so clients can find and engage you. Also, you can tap into our case studies, experiences, brand and the power of the group.
Join us at Property Mavens Group
Currently we are in a growth phase and oversubscribed with client leads. For a limited time, we have places available in this strong buyers’ agent business, with leads in Melbourne, Geelong, Bendigo and Ballarat. Call me, Miriam Sandkuhler, on 03 9988 2266 to learn more.