I am continuously exploring and sharing the topic of REALTOR® BRANDING for the following reasons:

• When I started my real estate business three years ago, having a professional marketing background, I first researched all available resources, specifically books on the real estate subject. I was unable to locate a single comprehensive, up-to-date source dedicated to Realtor marketing and branding in order to launch my real estate business.

   

• Secondly, in search of specific instructions, I have attended more than sixty training workshops, and seminars conducted by top industry professionals. I certainly collected good pieces of advice and plenty of motivation but still could not find a comprehensive, structured marketing manual that applied specifically to real estate.

   

• Finally, as a marketer, I recognized a missing link in the real estate business. Like many businesses, a Realtor’s business tends to fail due to a lack of marketing fundamentals. Marketing plays a crucial role in the success of any venture, from marketing goods and services to launching political campaigns. 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 is not only about sales but also and even more so about marketing yourself and your brand.