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Brand You!

Houston Association of Realtors®

CE hours: ___3____

Course #: _32044__

Brand You! Revision date: 1/24/2019

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Table of Contents

OBJECTIVES AND OVERVIEW .................................................................... 2

SECTION 1: BUSINESS CARD EXERCISE ...................................................... 3

SECTION 2: CREATING YOUR BRAND ........................................................ 4

SECTION 3: CREATING YOUR BIO .............................................................. 5

SECTION 4: GOOGLE TOOLS ...................................................................... 6

SECTION 5: REVIEWING YOUR PROFESSIONAL PROFILES .......................... 6

SECTION 6: REVIEWING & CREATING YOUR SOCIAL MEDIA PROFILES ...... 7

SECTION 7: BECOMING AN INFLUENCER .................................................. 9

SECTION 8: DEVELOPING YOUR STRATEGY ............................................. 10

SECTION 9: SETTING UP FOR SUCCESS .................................................... 11

SECTION 10: WRAP UP ........................................................................... 12


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OBJECTIVES AND OVERVIEW The objective of the Brand You course is to provide REALTOR members of the Houston Association

of REALTORS a class and opportunity to explore their own personal branding and help brainstorm

effective and powerful marketing strategies. These strategies include defining your target market,

determining your personal online identity, building a consistency of brand across multiple platforms,

and learning how to become an influencer instead of just another online presence.

This course will also help identify components of other branding and marketing tools such as

headshots, business cards, website names, slogans, and brand image.

INTERACTION:

On a scale between Fred Flintstone and Buzz Lightyear, where would you place your marketing

efforts currently.


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SECTION 1: BUSINESS CARD EXERCISE

INTERACTION:

Divide the class into groups of 3 to 4 and pass out a handful of business cards. Let the class have 3-5

minutes to discuss what they like and dislike about each card. Encourage them to come up with

their favorite and their least favorite. The business cards don’t need to be real estate related. One

member of each group will then speak up for the group and the instructor will list likes and dislikes

on the board.

WRITE A LIST OF WHAT YOU LIKE VS DISLIKES

LIKES DISLIKES

What do we learn from this exercise?

1. Cards are designed for a specific purpose, but those purposes aren’t universal.

2. You cannot design a business card that every, single person loves.

3. This means, whether we’re talking about digital marketing or traditional marketing, we

have to begin with the most basic, foundational component of marketing: knowing who

you are and knowing your target market...also known as CREATING YOUR BRAND


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SECTION 2: CREATING YOUR BRAND

1. Authentic

It’s not about _________________, it’s about ____________________

2. Professional

3. Relatable

It’s not about ___________________, it’s about ____________________

A. Consumers are more well-informed today than ever

B. Put the social in Social Media

C. The 80/20 rule

4. Consistent

5. Fresh

INTERACTION:

ACTIVITY ABOUT FINDING YOUR TARGET MARKET

Now, knowing what it means to be authentic about who you are, yet professional…relatable yet consistent and fresh…what does this mean about understanding who your target audience might be?

Some thoughts:

1. Just because you define your target doesn’t mean you can’t market outside that

target

2. Defining your target just means where you can be authentic and comfortable

3. Working with those you find comfortable, means they will likely find YOU

comfortable

MY TARGET MARKET….


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SECTION 3: CREATING YOUR BIO Share my bio and our office’s bios

When I work on creating bios, these are some of the things I think through:

1. What are things that are unique about me?

2. What kinds of things do I love to do?

3. What things are relatable about me?

4. What things are fun about me?

5. What part of my personality do I want to shine through how I write this?

6. What are the best parts of me I want to share with the world?

Here is my more informal/fun bio?

Why would I write a bio like that for our company website?

However, here are some more standard questions if your bio is going to be more formal:

1. How would your friends and family describe you?

2. How do you educate your customers about the real estate market?

3. Why did you choose real estate?

4. What is your real estate philosophy?

5. Why would someone hire you to find or sell property?

6. What compliments have you typically heard from past or present coworkers or clients?

7. What qualities do people most appreciate about you?

8. What qualities do you think it takes to be a good real estate salesperson or broker?

9. What sets you apart from your competition?

INTERACTION:

Now, let’s take about 5-10 minutes to work on creating the right bio for you based on who you want

your target market.

As you work on your bio, keep these tips in mind:

No jargon (try to keep from using industry-specific terms and acronyms)

Don’t get too wordy

Keep safety in mind

Proofread

Revisit your bio every year

MY BIO


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SECTION 4: GOOGLE TOOLS Have you ever Googled yourself?

1. Completing your Google Profile (business.google.com)

2. Google Alerts (alerts.google.com)

Terms or people to set up alerts for….

SECTION 5: REVIEWING YOUR PROFESSIONAL PROFILES Review your accounts with TREC, HAR, TXR, NAR so that you have a consistent, memorable presence

on each one of these accounts with your profile picture, your bio, your links shared, and any other

information you want to make sure clients, and potential clients, know.

http://alerts.google.com/


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SECTION 6: REVIEWING & CREATING YOUR SOCIAL MEDIA PROFILES Now, review each of the below profiles to make sure of the same consistency throughout.

Push marketing is defined as a promotional strategy in which a business attempts to get their message in front of their potential customers without them having a desire or interest to buy the product or learn more about it.

Pull marketing is an approach designed to draw customers to a brand through search engine optimization (SEO) and other non-intrusive methods. ... Examples of pull marketing include product placement, social media marketing, corporate sponsorship, content marketing and native advertising.

1. Facebook

A. Some basics first. What is it?

a. What are the rules of engagement?

b. Pitfalls to stay away from?

c. Real Estate Specific Marketing?

B. Digging in deeper

a. Personal vs Business Page debate

b. Personal information on your FB page

c. Safety concerns, like vacation photos

C. Paid Ads & Post Metrics

2. Twitter

A. What it is?

B. What are the rules of engagement?

C. Pitfalls to stay away from?

D. Marketing Tool?


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3. LinkedIn

A. Significantly more professional driven

B. Good source of networking

C. Good for watching for potential clients through new job announcements

D. Three levels of involvement with LI

1.

2.

3.

4. Instagram

A. Fun and Light but can also be very business driven

B. Personal vs Business Account

C. Paid Ads & Post Metrics

5. Snapchat

6. Website

A. Basics – the HAR website provided for you

B. Build your own with something like WordPress

C. Pay to have someone else build it


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SECTION 7: BECOMING AN INFLUENCER

A. What is an Influencer?

a. An influencer is an individual who has the power to affect purchase decisions of

others because of his/her authority, knowledge, position or relationship with his/her

audience.

b. An individual who has a following in a particular niche, which they actively engage

with. The size of the following depends on the size of the niche.

B. Why should I become an influencer?

C. How do I become an influencer?


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SECTION 8: DEVELOPING YOUR STRATEGY

A. STEP ONE: Determine your most comfortable platform. Wherever you’re comfortable,

you’ll be consistent, and consistency is the key.

B. STEP TWO: Decide how other media will draw your connections back to your hub

C. STEP THREE: Determine your post schedule

D. STEP FOUR: Evaluate your Metrics


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SECTION 9: SETTING UP FOR SUCCESS

A. Humanize

B. Avoid Clichés

C. No Jargon

D. Don’t Get Too Wordy

E. Safety First

F. Proofread

G. Revisit Your Bio Once a Year

H. STAY CONNECTED

IT’S NOT YOUR CLIENT’S JOB TO REMEMBER YOU

IT’S YOUR JOB TO KEEP THEM FROM FORGETTING YOU


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SECTION 10: WRAP UP I know I threw a lot of information your way today. However, if you only did 5 things after

today, what would they be?

1. ________________________________________________________________

2. ________________________________________________________________

3. ________________________________________________________________

4. ________________________________________________________________

5. ________________________________________________________________

brand you! - content.harstatic.com · determining your personal online identity, building a...

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