Do your customers recognize your brand? For many in the real estate community, this may be a strange question. The concept of branding involves more than simply creating a logo and a promotional brochure. It is a complex by-product of perception, nuance and perceived benefit through interaction and experience with a person, product or experience.
We have long associated branding with well known products of the marketplace such as Coke or Pepsi. But, do you understand that our contacts with our customers and clients over time have the power to build a powerful brand association?
What has emerged within the past decade is the concept of Personal Branding. Branding is increasingly a significant aspect of personal marketing for successful entrepreneurs.
For a brand to be successful, it must differentiate itself and provide a uniquely, identifiable experience or interaction with the consumer. While many real estate agents provide personalized service, few understand the mechanism by which they can create a brand to solidifiy client loyalty.
Diane Brady writes an interesting article in Business Week entitled "Creating Brand You." Brady highlights some excellent points which can be utilized by real estate agents to turn a transaction based module of real estate into an experience which customers and clients remember, relate to and want to replicate again!
- This may seem really corny. After-all jingles are the stuff of television commercials. Precisely...and that's why they work! People remember them. Although you may not want to associate your "saying" to music, you can attach it to all your marketing materials, place it on your voice mail and on your e-mail. Make sure your phrase promotes a positive association with who you are and what you do. Eventually, people will begin to make the connection.
- #2: Hone a Distinctive Look
- The example Brady gives in the article "Creating Brand You" is Donald Trumps hair! The point is we all know exactly what that looks like regardless of whether we like the haircut or not. People gravitate towards brands because they know what to expect when they interact with the product. Brand name products represent less risk. Do your clients know what to expect when they meet with you? Are you well dressed on some days and on others frumpy and forlorn? To build your personal brand, strive to be consistent in your personal appearances and interpersonal interactions with clients.
- Get involved with something that has a higher purpose. Real Estate affords so many wonderful opportunities to be involved with our communities. Helping others through organizations like Habitat for Humanity or Fair Housing and other issues that are dear to your heart will not only make you a better person, they will provide a deeper dimension to your practise of real estate. When we demonstrate the ability to care deelply about something other than simply our own personal welfare, others can more easily trust that we care about them as well.
- #4: Link Up with Better Brands!
- Association is a very powerful thing. Brady's example about Trya Banks is very interesting. "Trya Banks was just a supermodel on TV until some dubbed her the next Oprah." Find out who is doing what you want to do well. And then express genuine interest and appreciation. One of the most powerful branding tools available to real estate professionals is blogging.
- Visit bloggers who you admire regularly. Learn from them and express your appreciation with a comment. Right now, most real estate blogs are being read by real estate professional, but consumers are rapidly developing a fascination with the inside information that a real estate blog can provide. Build your audience where you find it, learn how to cultivate their loyalty. Eventually, the wider market will come to recognize what your loyal following has always known to be true!
picture of the Coca Cola Mural is courtesy of Rockateer from Flickr.com
Copyright 2007 Audu Real Estate All Rights Reserved
Copyright 2007 Audu Real Estate All Rights Reserved
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Lola Audu, is the Designated Broker & Owner of Audu Real Estate. Our company specializes in helping people buy and sell homes in the greater Grand Rapids, West Michigan area. We've had the privilege of helping hundreds of clients succeed in their goals of purchasing and selling property including demonstrated success in the negotiation of Short Sale Transactions. You can contact us via e-mail @ info@auduhomes.com or by phone at 616-791-0511.
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