According to Jeff Bezos, founder of Amazon, “Brand is what people say about you when you’re not in the room.” For real estate agents, a brand is the most important thing they have control over yet it is the one thing that stands in the way of success. Why? Because most don’t understand the value of delivering an ‘experience’. Branding is a combination of knowing and understanding your clients, PR and image control, how you dress, talk, negotiate, answer phone calls and text messages, and altogether: why clients will use you again and refer their friends…or why they won’t.
Not having a brand strategy can ultimately leave an agent feeling frustrated and betrayed by their client, and is the number one reason that clients will ‘walk away’ from an agent and never look back. An agent’s brand is ultimately what makes them unique to a client, and is the ONE and ONLY reason a client choose them. Once you break down the myth that your brand is ‘a website, a logo, and the brokerage’s name’, agents start to understand what they need to do to become more successful.