There are more realtors in Colorado than homes for sale, at least so far in 2021. The brokers who are getting listings and the buyer’s agents who are successfully submitting offers for their clients have found a way to stand out among the more than 22,000 real estate agents in Colorado. So, how do they do it?
First, you must understand the customer journey as a seller looking for a real estate broker to list your home. You search for a “real estate agent near me” and find a brokerage website rather than a single agent. On that website, you might find two or hundreds of agents’ profiles. Now, you have the difficult task of figuring out which agent you want to hire.
To attract new clients, a successful real estate broker needs to establish a compelling personal brand. In the scenario outlined above, let’s say you are trying to decide between 10 different real estate brokers. You will inevitably choose the one with a proven track record of sales, powerful marketing tactics, industry knowledge, and satisfied clients.
Personal branding refers to marketing yourself as a way to stand out from your competition. For real estate brokers, this requires five essential steps: identifying your niche, establishing a visual identity, creating a website, sharing valuable knowledge, and collecting testimonials.
Step One: Identifying Your Niche
Mastering one trade is much more efficient than becoming a jack of all trades. For a real estate broker, this requires honing in on a specific role and niche property type. First, that means deciding whether you want to be a buyer’s agent or a seller’s agent. Then, you have to become an expert in helping buyers find or selling a certain kind of property.
I am a seller’s agent, and I specialize in marketing and selling lifestyle properties in Western Colorado. A lifestyle property is attached to a certain hobby, career, means of production, or activity, such as Colorado farmland and ranches, equestrian properties, log cabins, hunting properties, or golf course properties.
Step Two: Establishing a Consistent Identity
As a real estate broker, having a consistent identity will help potential clients recognize your work. Visual branding involves developing a brand voice and assets that you can use on your website, social media, blog, real estate signs, print media, and advertising collateral. You should have a:
- Responsive logo
- Color palette
- Font family
- Image style guide
- Editorial style guide
Step Three: Creating a Website
Next, you should have a website that you can personalize outside of your brokerage’s website. Having your website will help you build credibility with blog posts, videos, and design that’s reflective of your brand.
You also have complete control over your website’s real estate SEO strategy. Injecting keywords into listing copy and blog posts will help your website appear before your competitors in search results.
Step Four: Sharing Valuable Knowledge
Just like in any other occupation, potential clients will vet a real estate agent’s knowledge and qualifications before hiring them to sell their property. Your website is the ideal medium to establish yourself as an industry leader in your real estate niche. You can use social media to drive traffic to your website.
A thought leadership strategy for real estate brokers is a critical part of personal branding. This tactic involves consistently sharing and promoting industry knowledge to prove that you know the real estate industry and are qualified to sell homes.
Step Five: Collecting Testimonials
A viable real estate brand has a loyal audience to bolster it. As you work with clients and talk to people in your community, make sure you collect testimonials about your skills, knowledge, and abilities. You can use these testimonials to help promote yourself to potential new clients.
Consistency is Key
The Colorado real estate industry has never been as competitive as it is today. Your brand will give you the strength to persevere, evolve, and rise to the top of the competition.
Building a successful real estate brand requires nothing but consistency in customer service, growth, communication, and promoting your skills and services.