What Is Your Real Estate Practice’s Brand Value?

One thing that I always find curious when speaking with a prospective client about their marketing, what they are currently doing, and how things are working, is the concept of "brand."

Brand has become this white washed word that people apply to just about anything these days. The vast amount of Realtors® we work with, in fact, at first have absolutely no idea what a brand is. As a result, they're thinking of things in the wrong terms and completely missing the mark on this.

Today I would like to share with you what a brand IS NOT in real estate, and what a brand actually is. Hopefully you'll find the information helpful, and useful in building the brand of your own real estate practice.

WHAT A BRAND IS NOT

1) It's not you using your brokerage's templates

This should be an obvious one, but you won't believe how many people come to us, show us their marketing (which is made up of templates provided by their broker), and use statements like "I've branded myself like this...", "Here is my branding...", or "What do you think of my brand?"

This is not your brand. This is you promoting your brokerage's brand. I am not slamming brokerages here. They spend hundreds of thousands of dollars branding themselves. They've done a brilliant job. Heck, they're even convincing agents to promote it for them, free of charge. At the end of the day, though, this is NOT your brand.