12 Ways to Make Your Personal Brand Work Harder

You’ve heard a million times — and know from experience — that real estate is all about relationships. Leads learn about you by visiting your site, reading your reviews and browsing your social media, all of which are ideally designed to tell people who you are and what you do in the real estate industry. Ultimately, the most effective delivery mechanism for your brand is you. For consumers to trust your brand, they have to trust you.

Here are 12 ways to make your brand personality work smarter and harder for you.

1. Craft your personal story and share it

Let the story of your real estate journey humanize you. When you share it, you make it easier for leads and contacts to relate to you. Everyone’s background is different, but people can empathize with a narrative that involves facing challenges, finding solutions and overcoming odds. Your story should explain why you got into real estate, what you love about it, how you conduct business, and where you differentiate from the competition. 

Example: “When I bought my first home, before I became a real estate agent, I felt so lost in the process. Today, I make sure my clients are always fully informed. Every time my clients tell me how much more confident they felt because I was there to provide solid guidance, I’m reminded of why I love being an agent.”

2. Stick with your style, and keep it fresh

It might seem shallow, but looks count; leads will judge you by your photo and by the first impression you give when you meet in person. Dress the part, but feel free to express yourself in the way you dress. Casual can work if it’s consistent with your personality. Formal may fit your clientele. In the end, you’re the boss. If you’re still at a loss, consider hiring a personal stylist to hone your look.

3. Plan for your success

The more knowledgeable you are about your market, clients, leads, and industry, the more people will seek out your expertise. And science agrees — a warranted amount of self-confidence can help you succeed. Small wins help build big ones. So make yourself an expert and then keep learning anyway.

4. Find your niche

There’s an axiom in marketing: “If you’re talking to everyone, you’re talking to no one.” The implication is that you need to find your target market and then address it. Do you specialize in first-time home buyers? Maybe you know a lot about selling distressed properties. Or maybe your niche is a specific region, city or neighborhood. Whatever it is, own it. Immerse yourself. Gather and distribute information. Stay consistent and build connections. This is how you’ll create a lasting market for yourself. 

5. Invest in yourself

Don’t be afraid to spend a little when it can reap big rewards, whether that’s adopting time-saving technologies, hiring much-needed team members, or paying for continuing education. These investments can make all the difference in your reputation and success as a savvy business owner.

6. Maintain your integrity

Just about anyone can get a real estate license, but not everyone will choose to be a great agent. Maybe you’re presented with an unethical opportunity. Maybe you encounter questionable tactics from your competition. Maybe your clients bad-talk their previous agent. But you don’t have to respond in kind. You can’t buy integrity, so stay poised. Be the better person and agent, and people will see you as a professional and trustworthy influence.

7. Be where your leads are, digitally

Rarely will you enjoy enough resources to keep all your digital channels running. Instead, use the platforms that will bring you the highest returns and consider deleting the accounts that aren’t working for you. Is your sphere already following you on Instagram? Dig in there. Got a great YouTube channel? Double down on it. Some agents are finding success on TikTok. It’s all about what works best for you, and where your leads live online.

8. Be where your leads are, physically

One of the best ways to stay visible to leads and clients is to spend time among them in the community. Walk neighborhoods to get to know the area, and chat with business owners when you stop by for coffee or get your oil changed. Volunteer locally and host community drives at your office. Spread your real estate knowledge by accepting speaking engagements and hosting how-to classes.

9. Keep your marketing channels consistent

Everything that bears your name, whether it’s print or online, should look like it came from the same company. Use your brand identity — including your logo, colors, fonts and written voice and tone —, consistently. Remember, you are what you share. So take care that you and your company’s tweets, posts, and TikTok videos reflect your core values. 

10. Managers, check in with your teams

Even with the best intentions, your business might veer off target if you go too long between temperature checks. Take the time to regularly assess how things are going in your world. When did you last spend time with your team, individually and collectively? Is everyone still on the same page with your common goals? Do you feel like the leader of an inspired and winning team, or a frustrated coach trying to get your players to come together? Getting back on track might require a little more time in the physical office.

11. Nurture your network

What do you think people say about you when you’re not around? Stay in touch with colleagues, share your knowledge, and reciprocate when they come through for you. Take care of your professional network and sphere of influence, and they’ll take care of you, evangelizing your brand when you’re not there. After all, it’s easy to talk about someone you like both personally and professionally.

You are your brand personality, and it’s important to show your human side, because people want to work with people, not businesses. While you can’t physically be everywhere all the time, your marketing channels can effectively convey your personality if you’re authentic and consistent with them. When you and your team deliver your brand coherently, you build a business that people will recognize, seek out and recommend.

12. Be yourself, and stay true to yourself

Your personality is what draws leads to you in the first place, and it’s what brings clients back to you next time. Just be yourself. Whether you’re a Type A or Type Z personality, just embrace it, because who you are doesn’t change. Use your inherent strengths; they’re key to attracting people.