The word “brand” constantly is tossed around in marketing conversations. While mentioned often, the meaning of the word is a bit obscure. If asked the question “What is a brand?” many people would mention logos, slogans, colors, and even specific product names. While all these things combine to make up a brand, it’s much more than this. A brand is the emotions, thoughts, and feelings a person experiences when seeing this logo or product.

Branding is extremely crucial for real estate agents. The personal nature of real estate requires that you develop a relationship of trust with clients. They’ll be counting on you to guide them through one of the biggest purchases of their lives. What do potential clients think when they hear about you as an agent? Do they immediately view you as a valued expert they can trust? Developing your personal brand as an agent that conveys this level of trust and professionalism is paramount to your success.

When properly executed, a personal brand can generate awareness and establish yourself as a trusted expert in your market. You want your brand to be fully authentic and never contrived. Your brand should tell the story of who you are. Your brand should connect with potential clients and begin building trust from the first time they encounter it. The idea is to curate the perception that potential clients have when they hear your name or see your face.

A fully branded website, integrated solid social media presence, collected industry awards, and targeted marketing are all great ways to establish a brand reputation. Real estate agents are plentiful even in smaller markets. When developed authentically, personal branding is the ultimate way to set yourself apart from the crowd and gain an edge against the competition.