Las Vegas, Nevada — Four years ago, I made a business decision that changed my life. After working as a Real Estate agent with Century 21 for over nine years, I decided to switch Brokers. As much as I liked Century 21, it no longer made sense to pay them a commission split, franchise fees, etc. I wanted to work for a Broker who offered a 100% commission plan. I was a little nervous about making this change and decided to send an email to my client base asking them just one question, “How important is the brokerage brand name to our relationship?” The response I received changed everything. The majority of my clients didn’t even know I worked with Century 21. Therefore, I changed Brokers, and my Real Estate business continued to grow and prosper without skipping a beat.
Many Real Estate agents make the mistake of assuming their “Brand” is the company who they work for. This could not be further from the truth. Your “Brand” is YOUR NAME. It is YOUR reputation and image within your community. Not only is it critical to have your own brand, but to understand how to successfully market your brand to a specific target audience. If at some point down the road, you decide to switch Real Estate companies, it is critical that you are in complete control of your brand, and NOT at the mercy of your Broker. For example, many of the Big Brokers offer to provide you with a company email address (i.e. Joe@century21.com) and most will agree to set you up with a personal web site. This sounds great, until one day you decide to change Brokers and they deactivate your email and delete your web site. How will your customers be able to find you? You should always own your own email address and web site. (i.e. Google, etc.)
How exactly do you develop your own, unique brand? Telling the world that you’re a licensed Real Estate agent simply isn’t enough. There are probably thousands of Realtors® in your area. How are you different and what makes you stand out from your competition? What is your area of expertise? Do you specialize in Buyer representation, Seller representation, or both? Do you handle any specific area or zip code? What makes you the local expert in any particular area? Before you can effectively advertise your brand, you must first be able to identify your strengths, and why a client will benefit by hiring you to represent them.
Additionally, every successful brand has a logo. Everyone can close their eyes and visualize the logos for successful American companies such as Coca Cola, Disney, Google, Starbucks, etc. Maybe your Real Estate business isn’t quite as large as the companies listed above; however, each and every company had to start somewhere. Your logo could be your picture, your name, or both. It could be something artistic and creative; however, whatever you choose, you need to be consistent with it. A logo symbolizes your business in a visual form, and is an important part of your brand perception. Your logo can contribute to your Real Estate success. A poorly designed logo can communicate that your business is either new and untried or not serious about your industry, whereas a well-designed logo can communicate professionalism, polish, and stability. How you market yourself provides potential clients with a snapshot of how well you may market their home. Additionally, your logo reminds clients and potential customers of your identity and what you stand for.
Once you choose a creative, professional and unique logo which best suits your business, it is important to advertise your logo, consistently and often. Your logo is a snapshot of who you are, so it should appear on every marketing piece you use. It should appear on your email signature, on your stationary, your web site, your business cards, flyers, post cards, mailers, yard signs, etc. Please remember to follow the rules and guidelines set forth by your local Real Estate board. You will still need to advertise your Broker’s logo; however, your logo is equally important and should not be overlooked.
Another important thing to consider is your reputation within the community. Did you know that each time you walk out the front door; you are marketing your image and your brand to the people who live in your neighborhood? For example, you work hard to create marketing pieces such as flyers, postcards, etc. You mail them to your neighbors, etc. and they look at your photo, logo, etc. A few hours later; the person who received your postcard in the mail might recognize you at the local market. How are you dressed? What kind of an impression will you make? You might not even know who this person is; however, they may recognize you, especially if you are consistently sending marketing pieces to their home. It’s important for agents to remember that we are always marketing ourselves and our business to the people in our community. We must ensure our actions project the type of image consistent with how we wish to be perceived. Real Estate is the ultimate test of karma. The waiter you just scolded at the local restaurant might have parents who own a million dollar home and are looking to sell. The bank teller you got into an argument with may speak with hundreds of your neighbors each week. Wherever you go and whatever you do, you certainly want people to think highly of you and talk about you in a positive way. As Real Estate agents, we are always on stage, and need to project the best image. Our goal is to get to know as many people as possible and make a positive impression upon them. You never know where your next deal is coming from and everyone you meet is a potential client.
Myers Team owners Bill and Francoise Myers with Simply Vegas Real Estate are Las Vegas Top Producing Real Estate Agents. Call The Myers Team direct at 702-677-4343
Visit The Myers Team web site at http://www.LasVegasList4Less.com
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