3. Personal Branding for Today’s

Buyer’s Representative

Personal Branding

> Create long-term relationship

> Make your name synonymous with REAL ESTATE

34

Your Brand as an ABR® Specialized education and knowledge In-depth knowledge of agency rules and

regulations Access to timely information ABR® designation Backed by REBAC of the NAR

34

Unique Services Commitment to

“find the best home, location, price”

Money-back guarantee

Guidance

Bilingual services

Moving assistance

Home maintenance

Referral gifts

Free consultations with experts

Post-transaction services

36

Unique Skills Knowledge Experience Professional designations Unique backgrounds Community and school

knowledge Property-specific

expertise37

Niche Markets Neighborhoods or property

types First-time home buyers Seniors Life transitions Recreational activities Luxury home buyers

37

Personal Interests

Shared interests offer a unique home-buying experience

A clear theme, used consistently, creates memorable branding

40

Image Building and Branding

> Be consistent > Promote everywhere:

Web site Social media profiles Letterhead Business cards

> Convey value and service expectation

42

What’s in a Name?Can you …

Use your name in a way that is memorable? Is it unique?Rhyme with other words for a catchy slogan?Associate your name with a picture, song, or phrase?

43

Images and Photos Pictures of pets

Casual settings in

relation to events,

seasons, or

activities

Niche-properties

What makes this photo memorable?

44

Exercise: Image Building and Branding> Distinguishing characteristics> Unique services> Value proposition> Slogan and brand identity> Web site domain name

45-46