Building a Magnetic Brand As a REALTOR
What is a magnetic brand? First, anything “magnetic” in its simplest form, means to ATTRACT effortlessly. This same depiction can be used, even better, when describing what an agent’s personal brand should be. To attract, effortlessly. To be successful as an agent, this must be done continuously. It might sound unrealistic to the analytical mind, but I ask you to simply wonder what potential could be achieved with the right branding and to dissolve the fear of never reaching for it. We all deserve to be seen and share our gifts, even in real estate. Below I will outline how truly getting to know yourself, the way you do business, and the way you want your business to be remembered naturally guides you into creating the perfect personal brand as an agent.
Why Agent Personal Branding Matters in Real Estate.
1. STAND OUT & DIFFERENTIATE
As of April 2023, there are 148,424 Realtors in the State of Texas. Yes - The way one handles their business is at the forefront of defining a “successful Realtor”, but if it were really doing “good business” – success shouldn’t stop there. Creating a personal brand as an agent automatically places your business in another category when being seen digitally and physically, but also allows you to be seen at all. Through the unique use and combination of colors, fonts, and illustrations produced solely by what feels most fitting to you - you can begin to build a different experience for the customer. One that they’ll notice.
2. SENSE OF CREDIBILITY & TRUST – FIRST IMPRESSIONS MATTER
Having a polished and conscious logo and brand to represent your career endeavors is pivotal to achieving the next level of success. When I say “success” I mean a company that attracts effortlessly, and continuously. One aspect of a good agent's personal brand is a message of knowledge and professionalism. In real estate, the technicalities and firm ground rules create a theme of the practice: A dedication to professionally serving competency, support, and guidance to a client. Nothing instills this kind of credibility and trust needed for the client’s decision-making more than a well-seen and spoken brand at a first impression.
3. UNCOVER YOUR COMPETITIVE ADVANTAGE
When sitting down with either a professional or someone with branding or consumer behavior knowledge, the initial thought process of what would best represent you and your business is exactly what uncovers your competitive advantage. You will decide how you want your brand to look, speak and attract based on how you want people to feel, hear and interact during a transaction or client relationship with you. If you begin to realize that your answers lead you to a business that looks less competitive with more personal relationships, then you already move on to understanding you may market yourself as “a caring friend”, “your friendly neighbor” or choose a less corporate design that leaves someone feeling light, supported and heard. The same could be for the opposite, where the answers lead an agent to crave social engagements or confidently guide luxury clients through the transaction. In this case, this agent would focus on sharp line weight, bold curves, and harmonious lux color-combo with some neutrals. For the decided verbiage, the way it rolls off the tongue must feel smooth and concise. By breaking down the vision for your business and who your target audience is, you gain a firm foundation to visually bring it to life. You will naturally uncover the ways you can most successfully reach clients, that is – your competitive advantage.
4. GAIN CLARITY OF DIRECTION & STRATEGY
Just as the branding process reveals your competitive advantage, it also illuminates a niche target audience. This is exactly what you want, and what creates a true magnetic brand! Answering your own questions about how you want to be perceived as your business, outlines a roadmap of the best direction and strategy that needs to be taken to achieve the brandings’ effect. Not all routes make sense for your niche or your unique brand. The process of elimination and easy closed doors allows for the right ones to open and for you to walk the path to a magnetic, successful brand.
5. COMMUNICATES BRAND MESSAGE
Just as some may know that colors emit a variety of specific feelings subconsciously, or a piece of art to the viewer, a logo and brand creates an identity for your business and the way you handle it. Yes – phrases and taglines are wonderful, concise, and clear. However, if you can achieve sending your message through the brand, wherever it may be seen or experienced, you’re already winning. It’s important to sit with others and begin to verbally brainstorm and articulate just what you want your niche to know and love about your personal brand.
6. IDENTIFIES BUSINESS RELATIONSHIP STYLE
As important as this next statement is, not enough business owners are aware of it. A brand is more than just letters, colors, and an informative phrase. It has line weight, depth, signals, messages, and most importantly – reactions. Not every brand has to be loud – it could be bold and serious, or simplistically elegant. Whichever way your company message guides you, creating your brand around exactly allows people to gain a brief insight into how doing business together will be. If your current brand isn’t speaking to people, you’re missing a monumental opportunity to shine.
7. ATTRACTS MAGNETIC TARGETS | CLIENTS & COMMUNITY
Altogether, you can now see that there is a lot more depth and importance to having a well- thought out and reflective logo and brand. There are many exciting twists you can take your business and overall success, just by allowing yourself - or way of doing business – to be branded. With all the subconscious magic within the art itself working behind the scenes, your company will naturally attract your desired target audience. I’d almost describe the process as Magnetic.
