Your official title: real estate agent. Your official business: selling properties. But unofficially, you’re a confidant, negotiator, communicator and sometimes therapist. People trust you to help them buy or sell a home. You could, in a way, even say that you facilitate the (North) American dream.
But there’s one unofficial title that really should be right up there with your formal one: marketer.
Think about it: how you market yourself determines a lot of your success in garnering leads, winning listings and, ultimately, making transactions. But wait, you might think, what about my listings? Isn’t how I market my listings just as important as how I market myself? Allow us to elaborate.
Your properties come and go, and they go because you know how to sell them. But you? You’re here to stay. And because you’re in it for the long haul, it’s important that you see yourself as a marketer, crafting a brand and messaging that will remain long after your latest property sells. So whether you’re just starting out, or have been around the block a few times, thinking of yourself as a marketer will help your marketing stay on-message.
Thinking about yourself as a marketer requires more than simply saying you’re one. To be a marketer, you have to think like a marketer. And there are a few things you’ll need to figure out.
First, you’ll need to define your brand. Yes, “brand” is a buzzword that casually gets tossed around and overused by virtually everyone. But what is a brand?
“A brand is the set of expectations, memories, stories and that, taken together, account for a consumer’s decision to choose one product or service over another.” – Seth Godin
And in your case, specifically, it’s what will make a client choose to work with you over every other real estate agent in your market.
Defining your brand isn’t something that you can whimsically determine. It requires some serious thought into what you do as an agent, how you do it, what you say (in terms of marketing) and how you say it. You also need to think about your client base—who are they? How do you reach them?
Over the coming weeks, we’ll explore how you can define your brand. We’ll help you get real honest and find your strengths and weaknesses, and how you can turn any liabilities into assets. Subscribe to our blog and stay connected with Circlepix!