4 Simple Steps to Personal Branding for Agent Marketing in Real Estate

It's essential in today's market to stand out in the real estate world, and what is a better way than personal branding? We break this down in 4 simple steps to help you differentiate yourself from the rest of the agents out there! Now let's get started.

Step One: Define your target audience... "read the room"

We’re not all experts at analytics! If you don’t know where to begin, write down the name of your most recent 15 clients you’ve helped. Compare their similarities. Doing so helps create a customer persona and will provide valuable insight into what your prospective customers are thinking and doing when searching for a new place to call home.

Defining your real estate audience 

Knowing who your audience is and what they want to see is key to creating content that they will like, comment on, and share. It’s also critical for planning where to spend you marketing budget and essential to turn followers into customers.

@eragrizzard’s current audience snapshot:

We can get a little help from our friends... at ERA Grizzard Real Estate. By using LevERAge, which is a resource we have exclusively at ERA that offers a variety of tools such as, ERA University, Social Media Tool, Agent Tools and so much more! You will be able to find housing reports such as:

• What does a typical buyer "look" like?
• Men vs Women
• Urban vs Suburban 
• Where are the first-time buyers?
• What is happening with Millennials?
• What are some notable shifts in lifestyle changes that can impact homeownership behavior?
• And... so much more!

Now that we touched the surface of our potential customer’s behavior, you are able to create content that genuinely adds value to their experience. The content you share should convey the following message: “I am here to improve the process through which you find a home, and I am confident I am the best person to help you.” Be authentic through brand storytelling, build trust and relationships.

Step Two: Focus on what makes you different

Clients always make sure that their agent’s personality and vision align well with their own. Now that you understand your customers’ needs, you should focus on what you have to offer.

Let’s stop for a moment of self reflection…

There are a couple of questions you can ask yourself to understand your strengths, such as:

• If the roles were reversed — why would I buy a home from myself?
• What are my favorite neighborhoods and most extensive real estate passions?
• What do people say after they do business with me?
• How do I make the buying process easier for my clients?
• How do I help them save time or money?
• How do I keep the relationship forever?

Click below to download a worksheet that will help you reflect on "what makes you different."

Please consider the following before filling out our worksheet to maximize results:

• The more specific your answers, the better potential for quality content, as it is what makes you unique.
• The better you vocalize how big of a benefit it is working with you, the more you’ll attract new customers and grow your business.
• But beware and never lie to your audience. A breach of trust can set you back years or even force you out of the industry. Be who you are and show your heart. 

Maintain consistency.

Update your Real Estate agent profile and bio to sync with your voice and clear branding message. Check out my tips on "how to write a stress-free Realtor Bio".

Step Three: Go Beyond Visuals

Quality and consistency are key! Being consistent with the visuals like…

• color palette

• the font you use

• your social media posts’ proper timing 

…can help. 

But when it comes to social media, your focus should be on the quality of your content.

Go beyond visuals with quality content

Leading brokerages (like OURS!) often offer their agents a marketing team and even a customized logo, but that’s not enough. 

Real estate is a very emotional purchase, and part of an agent’s role is to help their clients navigate all the emotions that come with buying or selling a home. 

The only way to help your clients is by clearly understanding their needs, and no marketing template can help you with that. 

It must come from you. Embrace transparency.

Learn more about Our 10 Favorite Real Estate Marketing Services that Fuel Success.

Step Four: Be Human

This is by far the most important and crucial step - make sure that you have the "human touch" when figuring out your personal branding story. Something as small as "Another CLOSED LISTING!" with your picture in front of the sign shows true human emotion. 

Check out our Marketing Center!

The ERA Marketing Center is an incredible resource, featuring automated tools, listing and agent marketing assets, a rich image editor and easy access to branding tools and programs. It’s your one stop shop for customizable branded digital and print designs. Explore the many new branded designs, features, and integrations available exclusively for ERA affiliated brokers, agents, and staff. Click here now to learn more about our amazing marketing center and other tools offered exclusively to ERA agents.

Connect with your Marketing Team

Now you have the full run-down on personal branding and what is essential in order to build a successful personal brand. We have all the tools and resources at ERA Grizzard Real Estate to make you successful and we'll be here for you every step of the way!

If you're still unsure on how to get started with Personal Branding for your business, please reach out to us at marketing@eragrizzard.com or schedule with us directly through our Calendly link. We're in Your Corner and Happy Personal Branding!