In the real estate industry, everyone has a unique personality with a different educational background and professional experience. Agents are primarily taught sales skills, which are based on a numbers game, but very few marketing skills, which are based on strategic approach. The challenge is how can you sell if you’re unable to continually generate quality, targeted leads? Therefore, the Realtor’s business isn’t only about sales but even more so about MARKETING YOURSELF and YOUR BRAND.
As professional marketer with 15 years of corporate marketing experience I have realized that in order for any agent to be able to break through into the industry and build sustainable business one needs to recognize the ever-growing need for marketing oneself and the unique challenges faced by Realtors in differentiating themselves and their brands in today’s fast-paced, technology-driven, competitive environment.
I have created my 7 Ps PERSONAL BRANDING MODEL based on specific marketing knowledge and skills needed to LAUNCH or REPOSITION your Realtor’s business on a fast, direct track for success by saving you costly, time-consuming trial and error. Therefore, marketing becomes your TRUE INVESTMENT rather than EXPENSE.
It is an excellent guide for:
new agents who are just starting their careers,
agents who have tried several things and got lost,
seasoned agents who have been doing business successfully and looking for a more structured and consolidated approach to their marketing and branding, and
agents who have established unpreferred images in the market and would like to rebrand and reposition themselves.
The 7 Ps PERSONAL BRANDING MODEL not only gives you a systematic approach but also opens up all key components and their relationship at every developmental stage of building your real estate brand.
Since brands change over time, you need to be aware of the continual task of managing your brand and keeping it up-to-date. No brand will ever stay the same. This Model will help you to stay on track and reinvent yourself for new opportunities.
I believe that one of the most vital marketing skills is an ability to systematize information. I’ve observed a great need for a visual framework—a blueprint —that real estate professionals can use as a marketing foundation to build successful businesses. To satisfy this need is the main purpose of 7 Ps PERSONAL BRANDING MODEL.
P1—PRODUCT: Knowing Yourself. The beginning of the branding process is a detailed product assessment; in this case the product is You. You need to take time and be honest with yourself about your potential.
P2—PEOPLE AND PLACE: Knowing Your Niche. Are you interacting with and trying to promote yourself to the right people? This chapter helps you to categorize all potential customer profiles and target audiences to communicate your brand.
P3—POSITIONING: Aligning Yourself with Your Niche. What is your value proposition? What differentiates you from your competition? All the information collected in chapters 1 and 2 prepares you to be able to develop your personal profile and your unique promise of value, your Unique Selling Proposition (USP). If you don’t have it, potential customers don’t have any reasons to choose you. You blend in with the other thousands of licensed real estate agents.
P4—PACKAGING: Designing Brand Identity. Package yourself, from your personal story to all visual components of your brand.
P5—PROMOTION: Communicating Your Brand Online and Offline. Brand your traditional real estate communication tools. Brand your online and offline Integrated Marketing Communication (IMC). Your goal is to express your personal brand in all marketing materials, self-expressions, and best expressions. Create a communication plan, formed by marketing campaigns and your unique series of messages. You need a communication plan so that you’re sharing your brand on your own terms—not leaving anything to chance.
P6—PLATFORMS: Building and Nurturing Your Relationship Network. Real estate is a “People Business,” and building long-term, loyal relationships is the key to a real estate success.
P7—PROJECTION: Pursuing the Future with Persistence. Personal Branding isn’t a one-time project. It’s an ongoing endeavor that has to be managed over time.
If you realize the importance of Personal Branding, my 7 Ps PERSONAL BRANDING MODEL will serve you as a blueprint to develop and maintain your unique trademark—You. It’s your continual reference, based on the needs you’ll have on your real estate journey.