Agent2Agent in New York>Question Details

Elizabeth Pe…,  in New York, NY

What does great branding look like?

Asked by Elizabeth Perea, New York, NY Mon Aug 27, 2012

With over 60,000 real estate agents in the New York area alone and hundreds more joining our ranks every month, I can't help but wonder what steps agents out there are taking to brand themselves? How do we manage to stand out from the pack? How do we communicate our uniqueness? How do we make sure that we are memorable to our potential clients?

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14
I don't think there are an quick or easy answers. I think many colleagues have given what I believe to be the true formula for success in this business and that is to do a great job. Give the absolute best service possible, always going above and beyond. People remember that. Then keep in touch. In time, there will be repeat and referral business, which then makes things a little easier. Branding is important, but it is your reputation that is most important.
1 vote Thank Flag Link Mon Sep 3, 2012
One's uniqueness or brand has relevance ONLY if it addresses a concern or need of the one to whom your message is directed.

Something as simple as 'Tagless' underwear seems to have more perceived VALUE to the consumer than the fit or durability of the product.

Of the, at most five, agents a consumer will choose from, you need to be 'tagless" or have 'An app for that," or consider providing "professional grade."

If we are too mentally weary to invest the energy such messages require, you will need to keep buying those leads or include the dog or kids or exploit your favorite mission in your imagery.
1 vote Thank Flag Link Mon Sep 3, 2012
I think that we have shifted the discussion away from sales into the direction of marketing, and I think that's a mistake.

It isn't branding that makes us successful; those of us - those of you who have brands are successful. Those of you who are successful have done it by selling. Selling yourself to your clients, selling your value to clients and then either selling their property or selling a property to them - then, selling them on your success by selling them on recommending you to others.

The issue, in my mind, isn't to stand out from "the pack," it's to stand out from the other two or three or five agents that the prospect is considering. We "communicate our uniqueness" through the old-fashioned tool of active listening, and we make sure we are memorable to them the same way.
1 vote Thank Flag Link Sun Sep 2, 2012
On the ball as usual, Mack.
Flag Mon Sep 3, 2012
Don't advertise what you can't deliver. If I'm too busy to handle something more at the moment, I need to refer it out. If I know another agent could truly represent that client better because of their expertise in an area, i refer it out. That leaves me time to do an excellent job for the clients I have, and the money takes care of itself.

Its a customer service business that requires a genuine interest in people. If I provide really good service both during and after a transaction, it's easy for my clients to think of me and refer. Trulia leads are another opportunity to invest in a new line of referrals.
0 votes Thank Flag Link Sun Sep 2, 2012
Hard work and responsiveness. That is key to my success --- and branding.
0 votes Thank Flag Link Sun Sep 2, 2012
You can brand yourself by being the expert in your marketplace. To show your expertise provide t unique content for your audience,, you can use a Blog to achieve this, however you will see result only if you are consistent.
0 votes Thank Flag Link Sat Sep 1, 2012
You can brand yourself by being the expert in your marketplace. To show your expertise provide t unique content for your audience,, you can use a Blog to achieve this, however you will see result only if you are consistent.
0 votes Thank Flag Link Sat Sep 1, 2012
Stay consistent with a unique logo. Put your logo on everything!
0 votes Thank Flag Link Wed Aug 29, 2012
Be unique, find your own way of branding, find a sign, maybe a name that will be representing you, purcase small goods with your logo or whatever will be branding your name, a unique bussines car is a great way as well, lets keep in mind that it does not have to be neccessary made out of paper... take a trip to soho walk around the streets - it should inspirie you!
Thanks
0 votes Thank Flag Link Tue Aug 28, 2012
Extraordinary service is a given and that alone will help to make you memorable. People tend to remember the worst and the best so break away from being in the middle of the pack by only doing what's expected. While there are many things you can do to distance yourself from the pack with a strong internet presence that take times and money. More than anything Real Estate is a word of mouth business so find a way to deliver a positive experience that goes beyond the expected. Best of luck to you.
0 votes Thank Flag Link Tue Aug 28, 2012
I wouls suggest you read 2 books by Terri Sjodin:

1. New Sales Speak; and

2. Small Message, Big Impact
0 votes Thank Flag Link Tue Aug 28, 2012
Hi Elizabeth,

I just had this discussion with my collegue over dinner a few nights ago. And it has been on my mind quite a bit. Veronika is absolutely correct, that it takes time and patience to build a brand. I work 7 days a week but I think that I have become a smarter agent (my opinion) and have learned a great deal throughout the years. My collegue was telling me what a great agent he is, i.e. he returns phone calls and responds to emails(well doesn't every agent), he markets all of his listings online (so does most office). I think each of us has something to offer especially given the fact that the competition is so fierce. We know ourselves better than anyone else and have to figure out our strengths and weakness to present our brand to our potential clients.

Good luck.
0 votes Thank Flag Link Mon Aug 27, 2012
HI Elizabeth!
Real estate businesses is not easy. First you need a lot of experience and confidence. Your work and services that you provide to your clients is the best marketing for you. Your referrals from your clients are helping you to make relationships for life. It is take time to become an real estate professional. You learn every day, and the more you know about the business, you are more confident, provide better service and the clients come to you from referrals. Kip in mind that in this business is nothing about you, everything is about the client, and you will provide the best service. Every satisfied client is you referral in the future.
I wish you the best .
Veronika Baba Kian Realty NYC
Phone 347 528 5573
0 votes Thank Flag Link Mon Aug 27, 2012
There is a cool Twitter Chat on Trulia tomorrow, maybe recommending that they get involved with that would help show you are invested in helping them? Just an idea, you sound very sincere so I wish you the best :)

http://corp.truliablog.com/2012/08/21/trulia-twitter-chat-fo…
0 votes Thank Flag Link Mon Aug 27, 2012
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