Branding Moment: Finding Your Business DNA!

By
Services for Real Estate Pros with Napa Consultants DRE00893924

Pictured above is a portion of a cave that was enclosed in glass to show the dirt/soil that the grapes of this winery grow in this particular Napa Valley floor!  The term for the DNA of the soil is "terroir". Terroirs in the same acre of land can differ from one side to another.  

 

As glaciers melted, oceans receded, and climates changed, the soil was also affected . By studying the composition of the soil, one can predict with some accuracy what grapes will do best, as well as the taste of the wine.  For instance, the Constant Winery grapes are grown on volcanic soil, and we could taste a hint of smoke in the 2011 wine, and not in another vintage grown in a different area.

 

The same is true for humans.  Although siblings may inherit similarities in DNA, they will still have their own unique characteristic that identifies them. The entire exercise of personal branding for real estate agents is geared to cracking your DNA Code. That is, clearly and succinctly articulating your unique selling proposition—how you are different, not alike (not like your competition).


DNA profiling or genetic fingerprinting is a technique employed by forensic scientists to assist in the identification of individuals on the basis of their DNA profile. Although 99.9% of human DNA sequences are the same in every person, enough of the DNA is different to distinguish one individual from another

In real estate agent personal and company branding we identify your 0.1% difference. Then we amplify it graphically, in messaging and in distinct marketing strategies that set you apart from your competition, in a nano-second, in the minds of your target market. 

 

The faster you can tell your target market how you are different, not alike, distinct from other agents, the faster they can decide to work with you or not. People like to do business with people like themselves. The faster you let them know you are like them the faster you can build trust in your business relationship.

What’s at stake in cracking the genetic code through the process of personal branding for real estate agents and real estate companies? Whoever has garnered the most high trust relationships wins.

Here is a basic way to get started in cracking your own DNA code:

1. Look at how your competition attempts to differentiate themselves from one another.

2. Check out their websites and see how well they distinguish themselves.

3. Ask yourself how you are different from them?  (different does not necessarily mean better, it means unique, inimitable--because you cannot imitate a DNA code).

Posted by

Written by Ron & Alexandra Seigel-

 

CAN YOU STATE HOW YOU ARE DIFFERENT AND BETTER THAN YOUR COMPETITION IN LESS THAN 30 SECONDS?

 

ABOUT:  Luxury Real Estate is a high stakes game. Commissions are substantial! We help luxury real estate professionals get to the listing table more often and win listings more frequently.  If you want to be the market leader, the personal or company brand that your target market thinks of first and refers most often, you need an Elevator Statement to accelerate the process.  We can get you there!

Your Elevator Statement is a succinct and persuasive summary of your extraordinary promise of value, your unique selling proposition.  In a time-starved world the attention span of your target market is shrinking.  To instantly convey what sets you apart from the crowd you need to be able to answer EACH ONE of these 3 questions in less than 30 seconds.: 1) What Do You Do?; 2)  How Do You Do It?, and;  3) How Are You Different?.  Can you state how you are different and better than your competition in less than 30 seconds?

Watch the video above to see and hear how we do it. 

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Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Roy Kelley 11/25/2019 01:00 AM
Topic:
Real Estate Sales and Marketing
Groups:
Luxury Real Estate
Luxury Home Agents
Bananatude
Old Farts Club
Tags:
luxury real estate agent and branding company

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Rainmaker
4,578,655
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kris Collis, Associate Broker , I sure hope it does, that is our intent, and yet, I see people answering with: "I am tech savvy,  I am honest, and my dog is bigger than your dog!"  It has to be something original like the soil that makes things grow, that special element...A

Nov 21, 2019 11:12 AM #37
Rainmaker
1,274,010
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Ron and Alexandra Seigel, Congrats on the gold star!  I think that the one % or thing that can not be duplicated is definitely me. 

Nov 21, 2019 12:49 PM #38
Ambassador
2,913,860
Anna Banana Kruchten CRB, CRS
Phoenix Property Shoppe - Phoenix, AZ
602-380-4886

Terrior- one of my favorite casual places to enjoy wine in Scottsdale! Such an interesting idea thinking about how wine can differ so greatly if just over the hill. Same goes for agents. As for sibblings so true. My older sister and I couldn't be any different, opposites for sure. Great topic and post Ron and Alexandra Seigel !

Nov 21, 2019 12:50 PM #39
Rainmaker
4,578,655
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Anna Banana Kruchten CRB, GRI, WLS the winery I was referring to is half in Sonoma and half in Napa County.  They produce a half and half wine by blending both.  The Sonoma side is different than. Napa...go figure.  The trouble with agents from my perspective is they imitate rather than find their genuine difference that one %, and if they do, they cannot express it for either fear or not wanting to stand out.  A

Nov 21, 2019 01:40 PM #40
Rainmaker
4,578,655
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® I know that you are inimitable, and my question is how are you manifesting it?  We have an artist friend (a wonderful sculptor) with an unfair advantage of talent as well as being related to a famous long deceased artist.   The name can get him in the door, but his talent. is so amazing he gets jobs.  So in real estate a good brokerage can get you in the door, but that 1% has to be obvious...because that is your attraction point...everything else, great website, photos, videos, a zillion followers on Instagram, FB, Twitter , market reports, localism posts and Mother Goose is not it...it expressing who you are that is it.   We all look for that unique moment of understanding ourselves and others...Very few bother to go there!

Nov 21, 2019 01:48 PM #41
Rainmaker
1,471,166
Kat Palmiotti
406-270-3667, kat@thehousekat.com, Broker, Blackstone Realty Group - brokered by eXp Realty - Kalispell, MT
The House Kat

Uniqueness. Everyone notices when a person is unique. I love the idea that we need to find that thing(s) that displays our individuality. Another great post!

Nov 21, 2019 01:58 PM #42
Rainmaker
4,578,655
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kat Palmiotti Thank you, and it is what we do and love doing, day in and day out.  A

Nov 21, 2019 02:00 PM #43
Rainmaker
1,370,386
Carol Williams
Although I'm retired, I love sharing my knowledge and learning from other real estate industry professionals. - Wenatchee, WA
Retired Agent / Broker / Property Manager

Hi Alexandra,
I love the business DNA analogy. Those who struggle are those who can't (or don't even try to) differentiate themselves in a positive way.

Nov 21, 2019 02:07 PM #44
Rainmaker
4,578,655
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Carol Williams we make sure to pick the right client, and like you stated there are those who can't or even try to differentiate themselves.  No matter how hard one tries to do that, the person has to be willing to do it...And so it goes...A

Nov 21, 2019 02:11 PM #45
Ambassador
3,967,143
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Ron and Alexandra- what a feature-worthy post. We're all basically alike in so many ways. It's our task to find what makes us "us" and develop it and use it to our advantage!

Nov 21, 2019 06:04 PM #46
Ambassador
838,743
Mimi Foster
Falcon Property Solutions - Colorado Springs, CO
Voted Colorado Springs Best Realtor

What a terrific post. With five daughters born of the same womb and raised in the same environment, I can attest that they are all as different from each other as they could possibly be. So great analogy - find that difference and accentuate it. 

Nov 21, 2019 06:41 PM #47
Rainmaker
4,578,655
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Mimi Foster Moms always know the essence of their children. Wishing you a wonderful weekend. A

Nov 21, 2019 07:12 PM #48
Rainmaker
4,578,655
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib , Orchids know and they are created to attract the right bird or insect for their survival. A

Nov 21, 2019 07:15 PM #49
Rainmaker
2,998,825
James Dray
Fathom Realty - Bentonville, AR
Exceptional Agents, Outstanding Results

Morning Alexandra.

Interesting post from you, not what I expected.  Great read, thanks

Nov 22, 2019 01:15 AM #50
Ambassador
3,103,456
Chris Ann Cleland
Long and Foster REALTORS®, Gainesville, VA - Bristow, VA
Associate Broker, Bristow, VA

I am glad to see this one got featured.  Focusing on our uniqueness in a business of copy cats is what takes you to the next level.

Nov 22, 2019 06:51 AM #51
Rainmaker
5,510,383
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

Congratulations on your feature recognition. Thanks so much for sharing your experience and your advice.

Nov 22, 2019 07:14 AM #52
Rainmaker
2,486,032
Richie Alan Naggar
people first...then business Ran Right Realty - Riverside, CA
agent & author

The statement: "people buy from people first then the product or service" is the primary focus. Work on self and self then works for you via your BE. The public at large & at small all want to know who YOU are at some point. Give it to them

Nov 22, 2019 07:27 AM #53
Ambassador
2,108,183
Michelle Cherie CarrCrowe Just Call...408-252-8900
Get Results Team...Just Call (408) 252-8900! . DRE #00901962 . Licensed to Sell since 1985 . Altas Realty - San Jose, CA
Family Helping Families Buy & Sell Homes 40+ Years

Thank you for sharing this educational post on branding and identifying your USP.

Nov 24, 2019 06:43 PM #54
Rainmaker
384,034
M.C. Dwyer
Century 21 Showcase REALTORs - Felton, CA
MC Dwyer-Santa Cruz Mountains Property Specialist

Interesting analogy that illustrates your point - that we can improve our results by isolating what is unique about our approach (to this crowded business), and then developing marketing that easily explains how we can benefit our clients.   

Nov 25, 2019 04:23 PM #55
Rainmaker
65,733
Ricardo Mello
Manhattan Miami Real Estate - Manhattan, NY
Manhattan & Miami Real Estate Agent

Great post!

Dec 01, 2019 12:43 PM #56
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