You Have Only 7 Seconds — to Make a Good Impression
That is not exactly the truth… but you can do a lot of damage in 7 seconds!
In today’s competitive real estate market, your personal brand isn’t just nice to have—it’s essential. But what exactly makes a powerful personal brand, and how can you develop one that genuinely connects with clients?
Define Your Purpose Through Others’ Needs
While traditional branding advice often starts with developing your mission statement, consider turning this approach on its head. Begin by asking: “What problems do my clients struggle to solve on their own?”
Your purpose emerges at the intersection of your expertise and others’ challenges. When you position yourself as the solution to specific problems, your brand naturally develops authenticity and relevance.
Conduct a Professional Audit
- Take inventory of your successes and strengths. Where have you consistently delivered value? For real estate professionals, this might include:
- Be able to expound on your knowledge of neighborhood trends and property valuation
- Strategic negotiation skills that secure better terms
- An eye for potential issues that others might miss
- Creative problem-solving during complex transactions
- The ability to explain complicated processes in accessible terms
Showcase Your Transaction Expertise
Clients choose you not just for what you know, but what you can execute. Highlight these area:
- Own a track record of bringing transactions to close efficiently
- Always be building a network of trusted professionals (lenders, title companies, inspectors)
- Know your 5 signature skills you bring to every transaction
- No one succeeds alone: Your professional connections that benefit your clients
- Relevant credentials, education, achievements and memorable easy-to navigate website
- Be facile with emerging technologies and market analysis tools
Build “Street Credibility”
Your reputation is built on what others say about you. The most powerful branding doesn’t come from your marketing materials but from the stories clients tell after working with you:
“I remember when our agent stayed up until midnight helping us craft the perfect offer that won us our dream home…”
Cultivate these stories by consistently delivering experiences worth retelling.
Create a Lasting Legacy
Finally, consider the larger impact of your work. Are you just selling houses, or are you helping build communities? The real estate professionals who create the strongest brands think beyond transactions to:
- Community involvement and improvement
- Mentoring new agents
- Creating resources that help educate buyers and sellers
- Developing solutions to housing challenges
Your personal brand encompasses all these elements—not just what you say about yourself, but the lasting impression you make on clients, colleagues, and communities.