Brand Matters. Ready. Set. Go. | Social Media Done Right… the New Standard for Real Estate Agent Marketing | Part 16

Building our seemingly mini, personal businesses can be a daunting task. Rules, regulations, company initiatives, ebbs, and flows, it all makes for a fun, yet sometimes turbulent effort of maintaining brand awareness and development. On so many levels, we are, in this business, in a constant state of growth. As we grow, create new ideas, work with our clients, and develop plans, the brand should remain priority number one.

Why should the brand come first? The answer to that question is a simple one, in a world of iBuyers and Discount Brokers, a brand is what sets you apart. It’s the reason large companies spend so much money on marketing that speaks more to who they are than the product they sell. It’s why a professional sports team will release a player due to an individual action that may not fit with the way the team wants to be perceived by the public. What is brand? A brand is defined in a hyper-literal sense as “a type of product manufactured by a particular company under a particular name.” However, it has developed quite much into a definition more suited as such; “brand is the intentional or unintentional internal and/or external perception of a person, place or thing.”

This “newly-tuned” definition of a brand is one that can lift us up, or knock us down. It is what I will call the “Great Separator.” A brand is what, when all opportunities are in front of our clients, FSBO, iBuyer, Discount Broker, Agent Competition, makes your client turn to us and say, “You’re hired!” A brand is what makes pricing, commissions and so much more irrelevant to our clients. A brand is what makes our buyers say, “Enjoy the day with your family; we can look at homes tomorrow.” At the same time, a brand is what causes our clients to praise our commitment, our sacrifice, our focus, our guide.

So what is it for you? What is, not necessarily “your brand,” but what is “brand,” for you? And yes, I know what you’re thinking, “don’t I need to develop and review my brand? Shouldn’t I focus on creating?” To that, the answer is an absolute, “Yes!” Still, I ask you this, what is a carpenter without his or her tools? It is vital that while brainstorming on, building, developing, and reviewing your brand, you are consistently bringing yourself back to your definition of brand.

With that in mind, here are five keys to help you develop the definition of your brand as created by one of my marketing mentors.

B enefits = The advantages of hiring you.
R ecord = The perception of your conduct/performance in the market place.
A ttitude = The sentiment behind how you do business.
N iches = Specialized skillsets and subject-matter expertise.
D esign = The look, feel, and tone of your business.

Always factor in the goal of your brand and remember that there is more than just what you see. What you see isn’t always what the public sees. Ask yourself if your brand, your business, is more or less important than your desire to do certain things, whether out one evening or commenting on social media.

Let’s all do a 2020 review and if needed, revamp of our brand, branding plan, and future focus. Remember, love, be well, and be your best. We are Real Estate Done Right!

Have questions, a topic you’d like to learn more about in these articles? Email [email protected] with the subject CRP Article Topic and we will work on fitting it in.

About the Author

Licensed Realtors® since early 2017, Phil & Victoria Gerdes finished their first year as Long & Foster’s Company-Wide Rookies of the Year, finished 2018 as the Regions #2 GCI Earners and in late 2019 they began “The Gerdes Team of Long & Foster Real Estate”. Currently they are the #2 Realtors in the Chesapeake Region and #8 Realtors in the Baltimore of Maryland. 

Part of their expansion included opening their own boutique office, located in Downtown Annapolis where there team builds a professional, client first business built around creating the most exceptional experience for their clients. Phil & Victoria also hold the coveted title of Long & Foster Real Estate’s Top 100 Agents nationwide and are in the Top .1% of Real Estate Agents globally.

Their focus on “Real Estate Done Right” through cutting edge techniques, as well as practicing long standing real estate fundamentals, coupled with inimitable levels of communication has allowed them to provide clients top tier service, exceptional results and extraordinary satisfaction. 

What sets you apart from the competition? • Work ethic. I believe that someone may be more skilled than me, stronger than me, whatever, but they will not outwork me. I am simply willing to put in the work, learn and most of all, share, more than most. How did you become so good at what you do? • At 17 years old I began my path as an entrepreneur and never looked back. This has given me the opportunity to experience so much, learn from so many and test, over and over again, the things that both work, and don’t work. During this time, I’ve become entranced by the science of human psychology and the art of negotiation. All of this has helped me to become one of the best in the market. Real estate is highly competitive; how do you maintain a code of ethics? • A decision to adhere to the highest of ethics is all it takes. The simple decision to not waiver, no matter who it may benefit, right tis right. What has been the highlight of your career so far? • This is a tough question for me, everything is so fun, it’s all so amazing. Each opportunity, whether touring a house, meeting a client for the first, sitting at the dining room table with a couple looking to sell their home and watching their eyes light up when they hear about all the things we will do in order to get the job done, it all means so much. In the end, clients, clients are the highlight of my career, over and over again. If your clients could leave you at the end of a transaction with one thing on their mind, about you, what would you want that to be? • More than anything, it’s love. I know it seems sappy, but it’s the truth. I want our clients to know that without a shadow of a doubt, when they chose us to help them on their journey, we went all in. Ups, downs, scared, celebrations, we’ve put our heart into it all. We love what we do and we are thankful for their trust.