Many of the agents in REB’s Top 100 rely on their personal branding to succeed. Here’s how you can emulate the industry’s elite and build your personal brand.
Leading real estate coach and industry commentator, Tom Panos, says the first thing agents wanting to build personal brands should do is accept that they are the chief marketing officer in their business.
They then need to understand the mindset of a consumer in 2016.
“In 1988, let’s face it, the consumer used to look at a Polaroid shot in a window display and say, ‘How much is that house? Let’s go and ask the receptionist if we can speak to a salesperson’,” Mr Panos told REB at the Secrets of the Top 100 Agents event in Sydney.
But things are different today.
“There are no more blind dates in business. In 2016, there is a term called ‘Google stalking’. The consumers have got the information at the touch of a keyboard.”
Mr Panos said those building a personal brand must address three key components.
“You have got what I call a traditional footprint, which [is] newspaper ads, letterbox drop, sign boards. You’ve got a digital interview which is things like video, realestate.com.au, your profile page on realestate.com.au, and the ‘just sold’ properties,” he said.
“And then you’ve got a social interview. What you want to do is make sure you are also winning the social interview by being on platforms like Instagram, LinkedIn and Facebook.”
Mr Panos said winning the social interview is a non-negotiable because people “no longer trust the corporation”.
“They’ve said, ‘We believed all the stuff you’ve said and we’ve been let down. We want to listen to customers that you have had’.”
Mr Panos said this is the reason organisations like TripAdvisor have acquired so much power.
“Because it allows people to interact and find out information about what it is like staying at, for example, the Intercontinental hotel from another consumer rather than its chief marketing officer.”