Brand Building: Self Expression In Harmony with Your Target Market

By
Services for Real Estate Pros with Napa Consultants DRE00893924

Your personal brand, from an aesthetic perspective must reflect your own tastes, your core values and your own personality.   Yet, you also have to take into consideration your target market.  That is, who you intend to attract as ideal clients. 

 

Who are your ideal clients? As it turns out, when you really think about it, your ideal clients are people who share your values.  For example, if you value a lighthearted sense of humor, your ideal clients would definitely not be curmudgeons, killjoys or wet blankets.   

 

In our strategic branding consulting practice our job is to help real estate agents, real estate companies and others dial into their unique DNA (Different Not Alike). They have to also tune into their target market.  Then, together we find a brand signal is in harmony with their target market.  

 

Too many real estate marketing professionals are so busy trying to please others that they disregard their own very important personal perspective.  As a result they attract clients who are less than ideal.

 

 

What is amazing about this process of personal/company real estate branding is that there is always a way to articulate your personal brand signal so that is harmonious with your target market without compromising your DNA or your integrity. 

 

The key is to express yourself fully and have fun in the process.  Your ideal clients will have a much easier time finding you that way. And your brand will continue to build your reputation in your target market. And it will make you much easier to refer. 

 

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Written by Ron & Alexandra Seigel-

 

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

 

As luxury real estate’s leading brand strategists we help you get to the listing table more often and win listings more frequently. ”

— Ron & Alexandra Seigel, Managing Partners 

 

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Re-Blogged 2 times:

Re-Blogged By Re-Blogged At
  1. Roy Kelley 02/21/2020 01:00 AM
  2. Barbara Todaro 02/20/2020 12:18 PM
Topic:
Real Estate Sales and Marketing
Groups:
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luxury real estate personal and company branding luxury real estate marketing tips

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Rainmaker
4,746,738
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Carol Williams Our first car together had this license plate FUN 4U. (Someone loved it and stole it while it was parked at LAX.

Fun is one of our core values. At the moment, we are in the process of developing a business which includes 3 other parties We started with alignment, a very important word as you brought up.  With alignement, magic happens and fun thrives.  Thank you for this beautiful sentence,

My life has become a matter of aligning with those who align with me. I can better help them that way.

 

A

Feb 20, 2020 07:33 AM #22
Rainmaker
1,341,547
Sheri Sperry - MCNE®
Coldwell Banker Realty - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

Hi Ron and Alexandra Seigel - Another excellent post to help us key in on our branding to match our values. Occasionally, there is that client that I may not mesh well with. However, I look for ways to help a client find the right solutions for their needs. In most cases, this helps to build the trust needed to move forward. 

Feb 20, 2020 08:34 AM #23
Rainmaker
4,746,738
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Sheri Sperry - MCNE® Thank you for your kind words.  We have often referred people who were not a match for us.  Whenever we have done that, it has paid off for us in that it made room for more of what we are good with to come out way... It works for us!  Happy Thursday to you !  A

Feb 20, 2020 08:40 AM #24
Rainmaker
1,531,107
Beth Atalay
Cam Realty and Property Management - Clermont, FL
Cam Realty of Clermont FL

Hello Ron and Alexandra Seigel, this is an excellent post, one that would help each one of us in our work. My time is precious and I want to enjoy each and every transaction which can not be possible if I were to take on each opportunity. While I would love to help those who reach out, I may not be the right professional for all who reach out. First and foremost, we must take time to learn about ourselves, that is an eye-opener.

Feb 20, 2020 08:41 AM #25
Rainmaker
4,746,738
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Beth Atalay Thank you so much for your in depth comment.  You are a very wise lady, and I have perceived that about you.  I loved the words you wrote,

"While I would love to help those who reach out, I may not be the right professional for all who reach out. First and foremost, we must take time to learn about ourselves, that is an eye-opener."

 

This attitude frees you up to handle more and enjoy your life and the people you love.  It also keeps you healthy.  A

 

Feb 20, 2020 08:48 AM #26
Rainmaker
3,354,362
Will Hamm
Hamm Homes - Aurora, CO
"Where There's a Will, There's a Way!"

Hello Ron and A,  Targeting marketing, working with others, so many great things that you write about to point out to us and help us learn more from you!

 

Feb 20, 2020 08:49 AM #27
Rainmaker
4,746,738
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Will Hamm it makes us very happy to hear that our readers benefit from our posts and experiences.  A

Feb 20, 2020 08:53 AM #28
Rainmaker
5,690,605
Roy Kelley
Realty Group Referrals - Gaithersburg, MD

Thank you very much for sharing your experience and your advice.

Feb 20, 2020 10:32 AM #29
Ambassador
4,105,824
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Well done Ron and Alexandra- your post reminded me of two of the most satisfying times as a stager...both involved referring the clients to other stagers when I knew that we weren't a fit. I felt as if a weight had been lifted from my shoulders. 

Feb 20, 2020 12:24 PM #30
Ambassador
2,957,842
Anna Banana Kruchten Broker, CRB, CRS
HomeSmart Real Estate BR030809000 - Phoenix, AZ
602-380-4886

Well said you two certainly my way of living life and doing business....

The key is to express yourself fully and have fun in the process.

Feb 21, 2020 03:01 PM #31
Rainmaker
4,746,738
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Anna Banana Kruchten Broker/Owner, CRB, CRS I had a distinct fealing we were on the same wave length.  Fun has always been high on our value list.  Thank you for your comment.  A

Feb 21, 2020 04:12 PM #32
Rainmaker
4,746,738
Ron and Alexandra Seigel
Napa Consultants - Carpinteria, CA
Luxury Real Estate Branding, Marketing & Strategy

Kathy Streib I know the feeling.  We have turned down people, because we knew we were not a fit.  And you are right, it is weight lifted off our heads.  A

Feb 21, 2020 04:13 PM #33
Ambassador
4,169,065
Jeff Dowler, CRS
eXp Realty of California - Carlsbad, CA
The Southern California Relocation Dude

Ah, much more sage advice from the branding experts. Thank you!

Jeff

Feb 21, 2020 07:47 PM #34
Rainmaker
3,309,549
Endre Barath, Jr.
Berkshire Hathaway HomeServices - Beverly Hills, CA
Realtor - Los Angeles Home Sales 310.486.1002

Alexandra indeed coming out of two painful transactions referred by the same person, I agree this is not the ideal referral source nor the clients I am getting... time to revisit the source, Endre

Feb 21, 2020 09:49 PM #35
Rainmaker
859,082
Nick Vandekar, 610-203-4543
Long & Foster Real Estate Inc 610-225-7400 - Devon, PA
Tredyffrin Easttown Realtor, Philly Main Line

I realized this some time back, and found I know when a transaction is going to be a struggle as I recognize the client is very different to me and I will need to adjust but they can still be a challenge.

Feb 22, 2020 03:00 AM #36
Rainmaker
228,367
John Henry, Florida Architect
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

I like that approach!  Thank you for the pearl of wisdom~!  I find myself being more natural and open of late and I think it resonates better.

Feb 22, 2020 05:07 AM #37
Rainer
232,852
Greg Mona
eXp Realty - Chandler, AZ
Professional Real Estate Representation for YOU!

What a wonderful post, Ron and Alexandra Seigel! With the way our society, in general, seems to be changing, this is especially pertinent today. Thanks for the great advice.  

Feb 22, 2020 07:45 AM #38
Ambassador
941,756
Lynn B. Friedman
Atlanta Homes ODAT Realty Call/Text 404-939-2727 Buckhead - Midtown - Westside -- and more ... - Atlanta, GA
Concierge Service for Our Atlanta Sellers & Buyers

Ron and Alexandra Seigel 
I like the idea of identifying a "personal perspective" as a foundational part of one's branding. For me that means - get to know who you are and act within your principles. Thanks for another thought-provoking post. 
All the best - Lynn 

Feb 22, 2020 05:18 PM #39
Rainmaker
398,769
M.C. Dwyer
Century 21 Showcase REALTORs - Felton, CA
MC Dwyer-Santa Cruz Mountains Property Specialist

There's no sense trying to please everyone...I prefer to be true to myself, and then trust the "right" clients will be attracted to me.    Love the concept of branding in harmony with our core values!

Feb 23, 2020 10:16 AM #40
Rainmaker
500,321
Diana Dahlberg
1 Month Realty - Pleasant Prairie, WI
Real Estate in Kenosha, WI since 1994 262-308-3563

I learned a long time ago that you can not be all things to all people.  I am who I am with all my faults or flaws ... but I love people and I am a friendly person and that seems to attract friendly clients.

Feb 23, 2020 11:39 AM #41
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