an industry as populated as real estate, agents are constantly challenged to find ways to stand out from the crowd. One of the most effective methods to achieve that is through strong real estate branding.

Entrepreneur Magazine describes branding as your promise to the customer. Your brand essentially outlines what the client can expect from your offerings. It’s what sets you apart from the competition and makes your business unique in its industry.

So how does a strong brand play into your real estate marketing?

In a culture where 65% of buyers find a positive experience with a brand to be more influential than advertising, real estate agents must define their personal brand and commit to it in order to build loyal customers. When you create a strong, recognizable brand for your real estate business that shows up in all of your marketing and services, clients know exactly what to expect when they work with you. This is critical for Working By Referral — your relationships are more comfortable referring you to their friends and family when you have a consistent brand.

If you’re a real estate agent who has yet to define your personal brand, have no fear! Once you understand the importance of branding in real estate, defining your own personal brand becomes simple. It can be broken down into these three main steps.

Brainstorm. Write words that reflect who you are and how you show up in the world. These words should encompass your interests, attributes and skills. They should also be representative of your core values — remember, 89% of consumers stay loyal to brands that share their values, so make sure your own brand is based on concepts important to you!

Narrow it down. Out of your list of descriptive words, choose the ones that differentiate you from the crowd. Think about the words you would want your clients to associate you with — would they refer you for your integrity? Your enthusiasm? Your market knowledge? Be sure to combine words that play to both emotion and skill.

Write your story. Create a short sentence or phrase using your favorite words to tell your brand story. This sentence is what guides your brand — any marketing or actions you take should be able to relate back to this. Actions speak louder than words, so make sure your brand focuses on creating an exceptional customer experience that your clients are proud to tell their friends and family about!

Great real estate branding can do wonders for your business. Not only will a solid brand strengthen your commitment to exceptional customer service, but it will also make referring you a no-brainer for current clients and relationships! If you’re ready to dive into real estate marketing that reflects your brand, check out the suite of marketing materials from Buffini & Company Referral Maker® PRO.

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