Personal Branding Best Practices


What Is Personal Branding?


Every real estate agent has access to the same properties, marketing tools, and even similar commissions. What sets one agent apart from another is their identity, their reputation—in other words, their brand. Their personal brand is the only sustainable advantage that one agent has over the competition.

Your brand is the promise of the value your clients and prospects will receive. What defines your brand is not what you say about yourself; rather, it is what others say about you. Once you’ve identified the qualities or characteristics that make you distinctive, you need to market yourself to others. This process of communicating and promoting your unique value is personal branding.

Best Practices


In this competitive marketplace, it’s the real estate agents with the strongest personal brands who stand out and drive their business to the next level.

See how some of our customers have utilized their customizable cover pages of Home By Design and Your Home and Lifestyle magazines to elevate their personal brand to increase referrals, listings and, ultimately, sales.

Get Started Today

...

Establish Expertise

Convey market expertise—and the value of your personal brand—by sharing helpful home selling or buying advice and current real estate trends.

Download Sample (PDF)

...

Drive Online Traffic

Enhance your brand’s online presence and deepen engagement with clients and prospects by promoting your personal websites, blogs, and social networks.

Download Sample (PDF)

...

Showcase Community Involvement

Your personal brand has as much to do with your interests and activities outside of work as it does with your behavior and actions at work. Demonstrate your active involvement in and knowledge about your community.

Download Sample (PDF)

...

Underscore Transaction Activity

Publicize recent ‘just sold’ listings to convey your experience and active engagement in helping home buyers and sellers find or sell a home faster and better than anyone else.

Download Sample (PDF)

...

Highlight What Others Are Saying About You

What defines your brand is what others say about you. Feature testimonials and endorsements from clients, community leaders, and other supporters to help get the word out on you and your business.

Download Sample (PDF)

...

Offset Publishing Costs

Sell premium advertising space to local businesses and sponsors to lower your publishing costs.

Download Sample (PDF)

Prospect-Focused Distribution


Our Home By Design and Your Home and Lifestyle magazines let you leverage our award-winning, high-value content to communicate your personal brand to your core sphere: past and current clients, leaders in your community, local influencers, neighbors, and more. Broaden your audience by distributing your personally branded magazines in high-traffic areas in your community where your best prospects are throughout the day.

Examples:

  • Open houses
  • Events
  • Doctor/dentist/chiropractor offices
  • Gyms
  • Beauty salons
  • Grocers’ racks
  • Coffee shops

Get Started Today

Who to Reach

The only sustainable advantage one real estate agent has over another is their personal brand. The strength of your personal brand will determine how many referrals you get, listings you can convert, and ultimately homes you transact. Your personal brand is built through your relationships with these three audiences:


Friends

Your core sphere of influence is comprised of friends. They say good things about you and they own your brand. As your brand emissaries, they recommend you to their friends and family. Consistently market yourself to this critical group with our Home By Design and Your Home and Lifestyle magazines.

Acquaintances

Acquaintances know you are in the real estate business, but they don’t interact with you as a Realtor. This extended network could include those you know at school, church, fitness classes, and community boards. They will mention you if asked for an agent recommendation. Cultivate these relationships with our monthly iConnect e‑newsletter, designed to enhance your personal brand with award-winning design and content. Additionally, leave Home By Design and Your Home and Lifestyle copies in high-traffic areas and in your community centers to broadly reach this audience.

Strangers

This broader market contains people you don’t know yet but are thinking about a transaction. Your website and listings are your first contact with many of them. If they get to know you, your friends and acquaintances will affirm that they are making the right choice to work with you on their very significant transaction. Use our iConnect e‑newsletter to enhance your image by linking to your personal website, blog, or social network.