Question

Topic: Branding

Big Competition, Need Help Branding Me!

Posted by Anonymous on 8/26/2010 at 9:07 AM ET 250 Points
I am a Realtor in a community with over 3,000 other agents. I have been in business since 1994 have have the following experience that I think puts me well above the "average" agent that is just driving people around to find a home....I have listed and sold residential property since 1994, I have managed and co-owned a mortgage company for 9 years (can calculate payments, rates of returns, answer qualification questions on the spot, have good references for loans, etc)...and I'm currently obtaining my appraisal license so I can give the best pricing and negotiating advise. I really feel I'm a wealth of information for my clients which results in accepted contracts and nice, smooth closings....I just don't know how to put this into a Brand. I work for a company called Exit if that helps....how to I let people know they won't get the run around with me? My target audience preferably are first time buyers or those who haven't bought in years...but I also will like a pillar of second home/retiree business. My area attracts northerner's that are looking to retire (Florida). I like to educate but it's a relief when I deal with those that are educated! I love selling property and finding the great deals in our market. I'm a one man show currently though due to the market conditions. Hope that helps and someone out there has a great branding idea for me! Thanks in advance. My last name is Petersen if that helps too.
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RESPONSES

  • Posted by therightwebtools on 8/26/2010 at 1:04 PM Member
    Hi Kristine... one of the most effective ways of branding and differentiating you is HOW you engage, educate and support your target audience.

    Proving to be a successful approach is being the Authority in your niche... you have the knowledge and experience along with a long time track record.

    Now you can leverage this by providing useful PROBLEM solving content your target audience faces - information which serves their needs while their dealing with selling or purchasing a home... come to them as an advisor rather than a sales agent.

    Hope that helps

    Alan
  • Posted on 8/26/2010 at 2:10 PM Author
    Thank you Alan that does help me....thinking of myself as an advisor....now I just need to put that into a tag line of sorts....hummmm
  • Posted by Jay Hamilton-Roth on 8/26/2010 at 3:18 PM Member
    Along Alan's points, instead of focusing on your expertise/background, focus on what emotional benefits you bring to your clients. For example: reduced fear of making a bad transaction, increasing/preserving wealth, etc.
  • Posted on 8/26/2010 at 3:59 PM Author
    Jay, I am writing my bio and keeping emotions in line and "If you are on a mission, just call Kristin" popped into my head. Not very emotional I guess....but my brain is churning. Thank you for the insight!
  • Posted on 8/26/2010 at 6:34 PM Author
    Tanyaa, thank you for your comments...and I like your simple statement. I am trying to come up with a few more and then have some co-workers and friends give me their feedback.....it's important because this will be with me through the rest of my career. Thanks again!
  • Posted on 8/27/2010 at 2:12 AM Member
    Hey! This is a good opportunity for branding professionals to reach out to affluent women. A new magazine called Parenthood and Pregnancy will be launched coinciding with Diwali in October 2010. This magazine published by a European publishing house will be distributed in India by the prestigious India Today group. P&P has a vibrant international look with 40% international and 60% Indian content and is a contemporary guide to parenting with intelligent and informative articles on pregnancy, baby care as well as age specific information on parenting children up to the age of 5 years. For special inaugural advertising offers and media kit call Suman at [Telephone number deleted by staff]
    [Skype address deleted by staff]
    [Email address deleted by staff
  • Posted on 8/27/2010 at 6:41 AM Author
    Thank you for the information!
  • Posted on 8/29/2010 at 8:36 AM Member
    Kristin:
    So what is your competitive advantage? Why should I work with you and not someone else? Because you know the market, you are better than everyone, you get the best prices, you sell the most houses? Those are things all realtors say...and they should because that's the price of admission in the industry! Now what do YOU do that someone else doesn't? Are you involved in some community project? Are you active in PTA, Soccer, your church youth group, family counseling center, women's center? Do you have kids, dogs, cats or horses, etc? What makes you Kristin? What is your passion? When you answer those questions, find ways to align yourself with like-minded people. People like to do business with people they believe understand them. Well, they already know you understand real estate - but because you are active in the PTA - you also know where they best schools are. Find local FB pages of businesses, people or organizations and become a regular contributor by blogging some interesting market news - get in the and get yourself noticed! Something like that. Hope this helps - or at least gives you something to think about! Best of luck to you!
  • Posted by shrinivas.ayyar on 8/29/2010 at 9:31 AM Member
    Branding is not what you say what you are. It is what they say. In the real estate business, trust is a key element. Find out what is in you that makes you invaluable to your customers. Do a simple audit. Information and content are kings but the emperor is the emotional connect - the trust quotient that differentiates yourself from the others. Find this element out and then ask for recommendations from your clients. Put them where your potential customers can find it - in your Linkedin page, website, blog and start fanning the big idea. And most importantly, live the idea. All the best.
  • Posted by shrinivas.ayyar on 8/29/2010 at 9:34 AM Member
    Branding is not what you say you are. It is what they say. In the real estate business, trust is a key element. Find out what is in you that makes you invaluable to your customers. Do a simple audit. Information and content are kings but the emperor is the emotional connect - the trust quotient that differentiates you from the others. Pan this element out and then ask for recommendations from your clients that brings out this D factor - the key Differentiator. Put them where your potential customers can find it - in your Linkedin page, website, blog and start fanning the big idea. And most importantly, live the idea. All the best.
  • Posted on 8/29/2010 at 10:03 AM Author
    Awesome comments odgesfe and shrinivas! Thank you so much...I've been working on all of these ideas and comments this weekend. My focus is incorporating emotion, "me", the trust factor and my differentiator into a great tag line at the moment. Can a tag line be more than one sentence? Or should it be "catchy" and short?
  • Posted on 8/29/2010 at 12:47 PM Accepted
    Tell us what different things you do when you're selling a property, or what you can do different. It's all about the difference betwen you and the others.
    Maybe you can position yourself as the best agent for:
    women
    men
    couples
    young marrriages.
    etc.
    Every group needs different things, knowlage, and offers.




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