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Who Cares if you are Number 1?

By
Education & Training with Berman & Pollinger, LLC.

Building a PIPELINE of potential clients these days requires more than just post card that says "I'm Number One!" - you need to establish a personal brand to set yourself apart from the crowded marketplace of other REALTORS® who have the same or similar qualifications.

What is personal branding?  Personal branding is the way you clarify and communicate what is special about you, so that you don't have to talk so hard (or hope for the right question) to explain exactly why you're the best choice a buyer or seller could make in choosing a REALTOR®. With branding, you are communicating more information on more than simply a verbal level.

"A BRAND takes the place of an actual personal relationship by making it seem that there is a relationship when in fact, there is none!"  The BRAND is ‘what' we are remembered for.

Your personal brand is communicated through all visual and verbal communication, voice mail greeting, letters, listing presentations, personal web site, wardrobe choices used in meetings, handshake, contact card, and even your personal interests and behavior.  If any of these are inconsistent with the image you wish to project, your brand is compromised or at least weakened.

When developing your personal brand, ask yourself these questions:

  • What do you want people to understand, think, and know when they see you/your marketing/your email?
  • What is the essence of your value to an organization?  
  • What makes you stand out? Your accomplishments, strengths, personal qualities, or just your hair color, the hat you wear ‘glamour shot'?

There is the story of the character actor who was wrestling with his personal brand because his primary value to directors was that he had a forgettable face.  He is neither handsome nor ugly, tall nor short, and even his hair was a nondescript color.  Although his credits are impressive, new casting directors never remembered him enough to call him back, even when they have been very enthusiastic about his auditions. 

After we did some work with the questions listed above, we decided to brand him as the "red sweater guy."  Why red?  Because red communicates passion, which is how he feels about acting, and the color stands out and is memorable, even though his face is not.

To every audition, he wore a red sweater.  On his resume attached to his black-and-white head shot, he wrote in red ink under his name, "the guy in the red sweater."  He began introducing himself as "Chris, the guy in the red sweater," as well as identifying himself on his phone messages and voice mail as "the guy in the red sweater." 

The result? The guy with the forgettable face became memorable, and effectively communicated his passion for acting by building a brand around a red sweater.

Correctly branding yourself will make you easier to remember, and will communicate much more than you can ever say in a cover letter or even an interview.

 

If you'd like to learn more about how to effectively brand yourself in ways that the consumer will respect and celebrate that are real estate related - check out http://www.parentrelocationcouncil.org/

 

Carpe diem,

Chris

 

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Comments (8)

Rob & Jeannie Steward - Realtors®
RE/MAX Advantage - Nashville, TN
We Work TWICE As Hard For You! - Ashton Group

Very good branding points and analogies Chris.

And about the "Number 1" thing, I also find it funny how we can have a dozen Realtors in our area who claim to be number 1 in something or another.

Every once in a blue moon I will be asked how I am different then the other guy who is number 1. I say that as I am still on my way to being number 1 I try harder and have more time to commit to marketing and selling your house. You may just be a number to the "Number 1" guy.

Nov 05, 2008 01:01 AM
Bob Stroud
Re/Max Jazz Inc. - Oshawa, ON
Oshawa Whitby

This is  very valuable information.  Personal branding is something I have always worked on.  All aspects are important and I am only applying some of them.  There is room for improvement.  Thanks for the tips.

Nov 05, 2008 01:05 AM
Michael A. Caruso
Surterre Properties - Laguna Niguel, CA

Nice post.

In a career spanning nearly 3 full decades I've yet to see someone successfully verify their "boasting" of Number 1 or Number whatever.  Most times, in a competitive franchise office these claims create infighting and divisiveness.

However, at times I would suspect that the representation (or in most cases the misrepresentation) did create an opportunity for the agent to interview with a potential seller that he/she would not have otherwise captured.

More nebulous business card and marketing pieces that continue to confuse the public:

"Multi-Million Dollar Producer" "President's Club" "Million Dollar Club"

Without performing verifiable MLS sales data research and subsequently filing what could become a continuous stream of grievance complaints to keep misrepresentations in check, how can anyone stem the thousands of claims to "Number 1"?

Only by articles like yours! Thanks.

Best regards.

Michael Caruso, Broker ABR ABRM CRB CRS GRI

2007 President, Orange County Association of Realtors

Nov 05, 2008 01:16 AM
Jerry Becker
Jerry Becker and Associates - Littleton, CO
Littleton, Colorado

I always liked the "I'm number 2 because everyone else is number 1" line.

Nov 05, 2008 01:25 AM
Michael Eisenberg
eXp Realty - Bellingham, WA
Bellingham Real Estate Guy

Great post, I am diabled and use 2 bamboo walking sticks, thinking of  changing my branding to using them, any thought?

 

Nov 05, 2008 02:17 AM
Chris Pollinger
Berman & Pollinger, LLC. - San Diego, CA
Consulting for Luxury Teams and Brokerages

Michael - Absolutely!

Nov 05, 2008 02:21 AM
Jean Groesbeck
Compass - Anacortes, WA
Broker, CRS, e-PRO, ABR, ASP, CNE, IMS

I agree!  So many agents get hung up on market position based on dollar volume.  I want to do the best job I can for my clients.  It makes the job a lot more fun!

Nov 10, 2008 11:10 PM
Heather Goodwin
Licensed by the Louisiana Real Estate Commission - Shreveport, LA
Results That Move You

Great tips on branding.  There is so much to learn as a new agent - another one to add to the list.  i believe I've got my tagline or slogan down, so that's a start.

Nov 11, 2008 12:41 PM