We are often asked to describe the process of developing a personal or company brand for luxury real estate or any other category of real estate marketing professionals. Our very first step is what we call the discovery process.
Our job is to transcend the layers of superficiality where it is next to impossible to detect distinctions between real estate agents and companies within the same marketplace. With a battery of very pointed questions and two-way communication we reach for and identify the authentic brand signal, the core identity, or the sweet spot(s).
The philosophy behind this quest is the notion that things cannot change their innate nature, NOR SHOULD THEY. Instead, ones innate nature (or the nature of your company) should be proudly amplified and expressed vividly. Those who value what you have to offer are attracted to your core identity and recognize you as a match to their needs.
Have you ever heard the proverb that a leopard cannot change its spots? Nor, can a leopard spotted moth (pictured above) become a butterfly. Some people look at this as a limitation. But, in fact, they are attributes to distinctly express your core identity.
Furthermore, there is no scarcity of potential clients who would be attracted to your authentic brand signal if you clearly bring it into focus, sharply differentiate it from your competition, and simply make it obvious. Those who seek the impossible task of trying to change their “spots” are trying to be all things to all people and will fail.
The art of branding is tuning into the deepest concerns of your target market and expressing your core identity as the solution to their problem, their challenge or their predicament in an inimitable way. It is all about finding your sweet spot or spots.