3 Strategies for
Branding Yourself in a
Competitive Market
When most Real Estate Agents
think about branding, they think
about handing out pens, calendars,
business cards or perhaps even
direct mailing a monthly flyer.
But branding is much more.
Branding is a personal asset you
develop and build over time by
providing a unique service to
clients who come to value you
and then gladly refer you to their
friends or relatives. One way to
provide this professional service is
by standing out from the pack.
Here are three strategies you can
use to begin building your brand
today, whether you’re new to the
real estate business or a seasoned
pro.
1. Never Reduce Your Services
to a Commodity
Only someone out of touch with
reality would say that the real
estate business is not getting more
competitive every day – because
it is. But this is where some Real
Estate Agents employ a dollarstore mentality and try to beat out
the multitude of other agents by
lowering their commissions with
clients.
They rationalize that by doing so
they will make the same or even
more income over the long haul
4
because their lower commission
rates will attract more clients. But
this is misconception that will only
devalue your brand and eventually
put you into endless bidding wars
with other agents willing to turn
their valuable services into just
another commodity.
Granted, there is always a potential
client who gives a listing based
solely on the commission rate he
negotiates with an agent, but this
individual is in the minority. Most
people are interested in only two
things: How quickly can you sell
my home-- and can you get top
dollar?
The message here is: for you to
be a successful Real Estate Agent,
you should build your business
and brand like a Mercedes dealer.
Base it on quality of product and
services, rather than on price.
2. Make Your Presentations
Personal Narratives
This is an area where you can truly
brand yourself and immediately set
yourself apart from the crowd.
Instead of talking and focusing on
inanimate objects like real estate,
first begin by building a personal
narrative around why your client
is moving and what she wants to
achieve by making the move. By
doing this, you (1) stand out from
99% of all the agents your client