By Leena & Vikram Jethwani, Co-founders – Marcom18
If you are a Multifamily Real Estate entrepreneur looking to grow your business then enhancing your personal brand should be one of your top priorities in 2022.
Now the question is how? How to get started? What all you need to cover? Let’s discuss.
Personal branding is so critical for any real estate business but not many entrepreneurs really embrace this.
Real estate businesses are built on one thing, and that’s real people and the real relationships that surround them. So the more that we can leverage those and dive into that the more we are going to be successful. However so much of that and so much of the power behind leveraging that in our real estate business comes from having a solid personal brand behind your business.
A lot of real estate agents do not really understand how to embrace that when considering their marketing plan and remember branding is different from your marketing plan.
If you want to think of it this way branding is the ‘why’ behind why people want to hire you and marketing is the vehicle that’s going to distribute that story to them.
So, if you want to continue growing your business in 2021 and beyond you have to have a solid personal brand from which to build your real estate business. Build effective marketing and continue to attract more clients into the business particularly when it comes to social media. Social media doesn’t change the fact that real people in real relationships are what’s going to really catapult your business particularly when you have a solid brand conveying that message and connecting with people social media is going to amplify that but here’s the thing. It’s also going to amplify all of the other voices in the room.
So, the question is, how do we make sure that we have a strong personal brand that’s going to connect with people through social media and beyond, in order to continue attracting clients and growing and scaling our business every year, thereafter.
Let’s get into these tips and how you can start executing this work and your business right now.
- Create A Brand Story
So, the core element of a magnetic irresistible personal brand in your real estate business is the Brand Story.
The Brand Story is the messaging behind your brand that really ties all of this together.
The messaging is the ‘why’ behind what you do, how you do that, who you serve and all of those details.
So, in order to get a clear message in a really clear story that you can use to blast out across your marketing channels including social media in order to generate clients, you need to answer a couple of questions:
- You need to be able to clearly identify who you are.
- You need to identify your belief system in the industry, in the problem that you see in the industry that you are prepared to solve,
- You need to identify who is going to benefit from the solution that you are going to provide them.
- Who are your ideal clients and you need to identify exactly why you of all real estate agents are uniquely positioned to give that solution to your ideal clients.
We are not talking about selling houses. We are not talking about your sales volume. We are not talking about the product which is actually real estate. We are bringing it all the way back and diving into the things that actually matter and are going to evoke emotion from your social media audience.
So, all you have to do is really nail down who you are what you are uniquely suited to do in this industry and how you can help clients find unique solutions to their unique problems.
Once it can nail that down. Then you have a really compelling reason for somebody to hire you over your competition.
And once you have this nailed down and it feels really authentic and natural your Brand Story needs to be kind of laced into every social media post that you make and you constantly need to be speaking from that lens.
2. Create A Magnetic Personal Brand
Next thing is creating a really magnetic personal brand to show up. This is the thing that’s going to separate you from your competition, and it’s your face. It’s the money maker.
You have to be the face of your brand because again, let’s take it back, real estate is built on real people and real relationships.
If you are not the face of your side of that equation, then what else are people buying into so make sure that you are constantly adding your face into social media particularly on Instagram. Whether you are showing up in the actual post on the feed with your face or whether you are going into the stories with the camera facing you and making sure that you are adding that personal touch with your face with your voice and showing up to be the face of your brand.
So if you have struggled with showing up and really being the face and having the confidence to show up and be the face of your brand just know that you are not alone, but also know that it’s really important and you should find a way to make it feel natural and feel. A little bit of practice and it’ll feel natural and no time.
3. Be Consistent
For building your irresistible personal brand that’s going to attract clients into your business day in and day out you have to be consistent. This is so true especially when it comes to social media where there’s a lot of noise and a lot of competition in the real estate industry.
You need to understand and identify where you need to be adding systems into your business.
Make sure that you can consistently show up and deliver your brand messaging in this marketing channel because consistency builds momentum and that momentum is going to exponentially generate clients for years to come.
Social media marketing is the source of thousands of new potential clients every single week and it can be the most transformational thing that you can do in order to explode your personal brand.
Also read: Digital Marketing Plan For Real Estate Companies: The Strategy For The First 90-Days
4. Weave Social Branding with your Marketing plan
Tie your social media branding into the rest of your overall marketing strategy behind your business.
If you are posting on social media, but you are not tying that into the rest of your marketing plan for your real estate business, this becomes a hobby. It’s not a part of your marketing plan.
Now how to do that?
There are two ways to transform our social media presence and make it a part of our overall marketing strategy.
a.) When you convert a client off of Instagram or whatever the platform of the day is, you need to make sure that you are a system ready in your business to extend that brand promise that you were touting about on social media through the entirety of that client process.
When they closed every single part of that transaction, it has to reflect your brand promise and the message that you have been sharing on social media.
Why because this is what’s going to build a raving fan. Not only has somebody bought into the beliefs and the values that you have shared behind your real estate business, but you have now executed on it and that person is going to share that experience with everybody that they know who feels the same way.
So, this is how you are going to get referrals. This is how you are going to get repeat business. You have to make sure that your system is ready throughout the entire business plan from getting a client.
b.) Next, in terms of really extending your social media presence into your overall marketing strategy is making sure to bring back your clients in.
Whether you have past clients or prospective clients your database other business partners or maybe other referral Partners in your business, make sure that you include them into your social media strategy. Meaning you need to be following them on social media.
You need to make sure you follow them. You need to be engaging with their social media posts. You need to be commenting on their posts and sliding into their DM’s when they are sharing something fun on the stories.
Make sure that you are extending this experience beyond just the business transaction into their daily lives when they are popping on to these platforms because studies show over seventy percent of adult users are on Instagram and hopping in their multiple times.
A day and so in between doing all of your other marketing things like sending email newsletters or doing your database calls or whenever you are through the transfer through the transaction process, you can still be getting these really strong touch points on Instagram and reminding them and staying top of their mind for defying that personal brand.
That’s the most powerful tool that you can use in order to explode your personal brand not only on so for media, but within your business Network itself.
Now while you are at it, one thing that can be really helpful in your business, which you can easily implement, is to have kind of an all-roads lead to Rome effect towards your social media channels.
Make sure that you are indicating where people can follow you to stay connected, have your Instagram handle on there.
It doesn’t have to be spammy. It can be tasteful but it is always just great to have that extra invitation to make sure that people are staying connected with you so that you can as we say consistently share and fortify that personal brand in a place where they are already hanging out all day.
So there you have proven tips on building an irresistible brand on social.
If you like to consult us for your Social Media/Branding Strategy, contact us now.
Check out our Podcast: Fitness for Real Estate Professionals W/ Paige Feddersohn
