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Your brand might not do the work for you, but it’s often the unsaid words that linger in consumers’ subconscious minds when no words are spoken, writes Adam Flynn, CEO and founder of Flynn Estate Agents.
What does the brand you’re aligned with say about you? Does it represent quality or affordability, excellence or budget? These factors are crucial in understanding the type of agent you want to be.
Some agents are content being “low-key” and cruising along, while others strive to be high performers in the industry, writing over $1 million in GCI. There’s no right or wrong answer, as it depends on your personal desires. However, being mindful of how you want to be positioned in the market is vital.
If you aim to be a high performer, some agencies might not have the necessary infrastructure to support your goals. Surrounding yourself with high performers who push you to be better is essential, not only to show you what’s possible but also to raise the bar. From my experience, agencies that understand the importance of training and marketing succeed. They recognise that intelligent marketing creates competition, drives prices, and boosts consumer confidence.
This marketing and results-driven approach can become a self-sustaining consumer prospecting source that operates 24/7/365, showcasing what you and your company are about. Key questions to consider when aligning with a brand include: Is the branding consistent? Is it replicable and scalable? Does the brand represent your personal brand positioning in the market? Is it a brand of attraction for both team and consumer, and does it offer a compelling point of difference?
Is the brand cookie-cutter or boutique? Does it emphasise quality or budget? How do you want to be positioned in the market? These factors are crucial when choosing a brand and determining what you want to achieve and how you want to be perceived. Your brand is the invisible shield that positions you and speaks unsaid words, ideally instilling confidence, excellence, and competence.
The brand then complements your skill set, work ethic and determination – a combination of all is a recipe for success.
Adam Flynn is the CEO and founder of Flynn Estate Agents.
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