Like any other business owner, it’s up to agents to define their brand. Sure, you’ve got a brokerage that has a brand you can build on, but what do you want people to know about YOU?

Why do you do what you do?

Spend some time thinking about who you are and who you love to help and that’s the starting point for determining your brand. Simon Sinek has a fabulous TED Talk on finding your why. If you’re a reader, I highly recommend the book “Start With Why“.

Today’s buyers want to connect with an agent, a company, a brand, that reflects their values. Do you sell real estate because it supports your family (value)? Because you get great pleasure from helping others (value)? To gain prestige (a lesser value)? Find your why and you’ll have an easier time finding your people.

How do you do what you do?

Were you a first-time buyer and figured out a great system for helping others? Are you a single female home owner and know the ins and outs of navigating a purchase as a single woman? Are you a numbers nerd that can accurately pinpoint pricing on every listing? Toot your horn! Tell people what you’re good at, show them the results of your expertise.

Why do you matter?

We all matter, but why do *you* matter? What do you bring to the table that no one else does? What do you do better/faster/differently than your peers and your competitors?

How do you communicate that to potential clients?

If ever there has been an easy way to communicate our brands to other people, it is social media. Your social posts should absolutely reflect your why, your how, and your value. It doesn’t have to be salesy either. How you communicate with people online shouldn’t be the opposite of how you communicate with them in person. Find your voice, tell your story, and make connections. It’s what the most exceptional agents do every day.

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