As a real estate agent, you must nurture and grow your professional network especially when people have become more discriminating and demanding thanks to the many advances in technology.
In today’s times, an agent goes beyond the call of buy and sell for a client, but needs to also factor in the importance of growing leads, boosting sales, and looking out for the greater good of your business- all by building your brand.
However, one must understand that there are ways to make it work and ways how it may not because there is no such thing as a one-size-fits-all solution.
Building a brand that suits you is about finding yourself in the right place and devising the right strategies that could provide you with the optimum results and help you achieve your desired business outcomes.
Your brand needs to send out a powerful message and what you have to offer to your clients and audience.
It all starts with you
It all begins with getting your internal messaging right, which means that you need to determine what your goals are, the nature of your business, what you can offer, what sets you apart from the rest, and what you can do for the benefit of your target audience.
You need to have a clear and straightforward description of your target market and what your value is to it because you need to have a brand that resonates with your audience lest it becomes ineffective for you.
To do this, you need to have a brand positioning statement that will serve as your main guide for all your future marketing campaigns and strategies.
Get your heads together
Your brand positioning statement is designed to make your intentions and goals clear to you and you start by noting down your initial ideas.
Here is an effective step-by-step process to help you get going.
Determine your target clients or market
It is critical to be specific about this aside from just identifying your clients as “buyers” or “sellers”, instead focus on more targeted ones such as “retirees looking to downsize”, “first-time buyers”, “newlywed couples”, “millennial professionals”, etc.
What your target clients or audience wants or needs
You must determine the intent or what matters most to your target audience or clients, such as things that they care about, their desired outcomes, or how you can be of help to them, just to name a few.
Are they looking for a small-budget home? Do they need to sell or buy fast? Are they looking to rent out their property as an investment? Etc.
What you can offer
Determine what you can offer to your target market or audience, which can lay out your recognition and expertise in your chosen field such as agent with the most home sold in Melbourne, an agent with the most positive reviews or feedback in Geelong, most sought-after agent for suburban homes in Victoria, etc.
What makes you offer unique or what makes you stand out
Next is to determine you your clients can benefit from what you can offer or the value proposition that will make you stand out or make them choose you.
You may detail your local expertise, years of experience, your other skills that can prove helpful for them when taking their real estate journey, etc.
Why does your offer matters to them
This is where you become more specific with how your offer would matter to your audience and market, such as your expertise can help them get their property sold quickly, or how they could have a worry-free real estate journey.
Always remember that your statement needs to focus on what you can deliver for the short and medium-term because you aim to get your brand to the public and what you can do for them now or very shortly.
While your long-term vision and goals are also important, they should only be included as part of your strategy when you need to present yourself before your audience who have to respond to your positioning statement.
Finally, when you have everything written down, do a trial run of your statement by sharing it with your existing clients or friends to see how it resonates with them and see how effective your statement is.
Does it send out the right message? Will they be inclined to follow or respond to your brand message?
Don’t forget that your brand positioning statement will have no value unless it is clear, concise and resonates with your target audience or market.