Here’s where most realtors get branding wrong… they look to so-and-so and think “Well they’re rockin’ it I’m just going to copy them”… and then their own marketing falls flat and their brand ends up speaking to no one because it’s flavoured with something that isn’t true to who they are. ⁠

But here’s the good news…as a realtor you are a personal brand. Meaning your clients will want to work with you because of who you are!

That means you get to incorporate a lot of your own values, beliefs, and fun into the experience…how great is that? ⁠

And like Jeff Bezos so wisely stated:

so the question becomes…what do you want them to say about you? ⁠

And that’s where Harry Potter comes in…⁠

Imagine you’re at a cocktail party with all of your best clients (the ones you would gladly work with again). They’re all hanging around sipping their Sidecars and gabbing about home decor when your name pops up…⁠

Now here’s the fun part. Imagine you’ve got yourself an invisibility cloak (a la Harry Potter) you’re standing in the middle of that circle completely incognito, overhearing EVERYTHING they’re saying about you. Now, what kinds of things are you hoping they’d say about you? ⁠

Is it, “Sarah was amazing, she was so friendly, warm and really made me feel like we were BFF’s” ⁠

Or maybe, “Dude, this person totally gets me. Like, they know my vibe, you know? They’re not just selling houses, they’re selling a whole lifestyle.”

Or, “Nancy went above and beyond…I’ve never worked with anyone who took such good care of us. She even rented a storage unit so we could store our stuff while our new place was getting reno’d…I mean come on…who does that?” ⁠

This exercise is so incredibly powerful because it puts the spotlight on what you really care about. It brings your values to the surface and that’s what’s needed to build a brand that resonates with your specific audience. ⁠

These examples are just a starting point

The key is to dig deeper and uncover the emotions and experiences you want to evoke in your clients. It’s about going beyond the surface-level qualities and defining what truly sets you apart.

I’ve worked with countless realtors over the years who initially thought their brand was all about being a top negotiator, having the most listings, or knowing the market inside and out. But when we dug deeper, and did this exercise they started saying things like

“ I just want them to feel taken care of, like they KNOW I got their back!” or

“I want them to say damn that’s the most fun I’ve ever had with someone who wasn’t my ride or die you know?”

 

Do you see how much deeper we can go when we really dive into doing this exercise and giving ourselves permission to see what comes up. THIS is how you determine what you want your brand to be and it has the power to influence everything from your social media copy, to how your present yourself at listing appointments.

When you can clearly picture what your ideal clients are saying about you, you’ve cracked the code to your brand. It’s like having a blueprint for your business.

So, grab your imaginary invisibility cloak and start eavesdropping. What do you want your clients to be saying about you? Let me know in the comments!