Your
Personal Brand
Makes You Unique
Your
personal brand is your unique combination of attributes that
distinguishes you from the competition.
It also allows you attract
prospects and deliver value to your clients.
Just
as each of us was unique at birth, each real estate agent is
distinctive.
And
similarly, just as individuals can lose their uniqueness by modeling
themselves on others, agents often give up their distinctiveness by
copying the business practices of other agents.
Without
distinctiveness, your services as a real estate agent are little more
than a mere commodity.
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Your
Unique Combination of Attributes
What
makes us unique as individuals? 
It is the combination of physical,
emotional, and intellectual attributes that contributes to how we
think and act.
Your
Personality
Because actions speak
louder than words, your behavior sends a powerful message about who
you are as a person and also as a real estate agent.
Your
Competencies
These
are personal and professional skills that enable you
to perform your work as a real estate agent.
Your
Uniqueness
This
distinguishes you from every one else...including all other agents.
It's the contribution of your personal attributes that contribute to
how you interact with clients, contacts and your colleagues.
Defining
your uniqueness involves addressing questions such as: 
- What
can you do for clients that is better than any other agent?
- What
is distinct about your business and your brand?
- What
value do you deliver to clients?
- How
is it better than what the competition offers?
- What
benefits will your clients receive from buying and using your brand?
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In
a service business like real estate sales, other factors contribute
to your personal brand.
You also have paper wardrobe which includes all of your marketing communications.
Everything
that you use to promote your service as well as every communication you
use in dealing with clients from business cards and brochures to thank you cards and
from advertising specialities
to newsletters contribute
to your personal image.
Your
website, web content and blog create an Internet presence, which also
influences
how other
people see you.
This
means that in presenting yourself to the world, don't limit yourself
to stylish clothing and fashionable motor vehicles.
Make sure
that
each and every element that bears your name is
consistent with your personal image.
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How To
Define Your Brand
Without a doubt, your
brand is an essential element of your personal marketing
plan...and your
ultimate success.
How To
Achieve Better Marketing Results...Sooner is
an e-book that includes tools that will help you define what
distinguishes you from other agents.
 Specifically, Exercise
#1 will help you identify
your core values
and Exercise #2
will help you develop
your personal goals.
In effect, these tools will help you identify the factors that in
combination make you unique as an individual.
Exercise #3
guides you though the process of putting
this uniqueness in writing.
And to complete the process, Exercise #4 will help you
identify those factors
that truly distinguish you as a real estate agent.
By
using these tools you can develop a written outline of your
uniqueness as a real estate agent.
By more effectively
promoting your uniqueness, you can set yourself apart from
other agents...attract more
clients...generate more new business...and achieve more success in real
estate.
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Tell
Your Story…Honestly and Accurately
From
a marketing perspective,
distinctiveness is virtually meaningless
unless it is communicated effectively.
 And the best way to
communicate your uniqueness is to match your personal brand with your
brand promise.
Use
all of your marketing materials, especially your advertising, to tell
the story of what makes you different from all other real estate
agents.
Present factual, specific reasons of what makes your service
really good.
Make a complete case. Tell prospects what they can
expect from hiring you as their agent.
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Your
Personal
Brand Will Continue To Evolve
As
your experience, competencies, physical and emotional attributes
grow, your brand will also change and evolve.
Creating,
maintaining and evolving your personal brand will help you command your
prospective audience and positively communicate
your uniqueness.
Need some help with the development...or refinement...of your personal brand?
I'd be happy to help by coaching you through the process.
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