Develop A Personal Brand To Grow Your Business

Content Written By: April Wilson, Ryan Winter LLC contributing writer

Jacksonville title companies and title companies around Florida work to support Realtors and their clients. US Patriot Title is here to help you build your business. Building a brand for your real estate business will help you stand out and create connections with people. That connection is many times the reason a person chooses you to be their Realtor. 

The internet is a noisy place with a lot of competition. It can be difficult to be noticed online, but with the help of building a personal brand to connect personally with people, you can fight through all the noise.

Brand Building

Building a brand is your chance to show people why you decided to go into real estate and why that makes you the best person to help them with their home buying or selling journey. 

Honestly, why are you doing this job? Your potential clients want to know. They want to know why you got into this profession, if you are passionate about your job and if you can help them. Creating a personal brand that explains the answers to these questions will help you make that connection for them. Your story is worth telling. 

An article on branding importance explains that, “branding gives your audience a clear sense of purpose and well-defined roadmap – a credible voice that people want to listen to.” The article goes on to explain that branding is more than a pretty logo and pamphlets. “Your brand is the sum total of your customers’ perceptions, notions and experience. It is the face, personality and the values espoused by your business – and everything in between,” Entrepreneur writer Arpit Sinha said. This is why building a story for your business is key to connecting with people.

Develop Your Story

You got into real estate for a reason. Whether it was to make money, help support your family, be a part of the community or something else, there’s a story there. There are a plethora of successful job fields, why real estate? The answer in its purest form — there is a problem: people need a place to live. And you have a solution: you can help them find that place to live. Building a story around why you want to solve this problem is how you start to build your brand. PropLogix, a company that provides property intelligence and closing solutions services, explains that creating a “brand story” is vital for success. “People don’t buy what you do, they buy why you do it,” PropLogix said. writer Celinne Da Costa warns small business owners against not having a deeper meaning behind their business and not building a brand that will last. “If all you’re doing is building a business so you can make more money and free yourself of corporate chains, it’s not going to last you for long,” Costa said in the Forbes article on building a brand

Define The Problem and Opportunity

The first step is defining why and when you realized others needed help finding a home. Maybe there is a more specific problem or opportunity that you noticed. Then, why did you feel compelled to help people solve this problem. This opportunity to help others and make a difference is key to making a connection with your prospective clients. Your passion behind what you are doing is how you can reach people. 

Costa wrote in her article, “ 94% of consumers said they would be highly likely to recommend a brand they were emotionally engaged with, 91% say they are more likely to purchase from an authentic brand.” Your brand is your opportunity to engage people and get them to listen to you instead of someone else. Expressing why and how you can solve someone’s problem is how you can grasp their attention. People need a place to live that fits their life and their budget — and you are the perfect person to help them with this. 

There are other smaller problems that as a real estate specialist you have answers too. Continue the dialogue. Find and solve small real estate problems people need help with. These tips and tricks can keep people’s attention on you, and top-of-mind is an important place to be. 

US Patriot Title can help you with many real estate questions. Go to the US Patriot Title events page to learn about upcoming events and courses provided to help you grow your business.

Provide A Solution

Now that you’ve defined the problem or problems, what’s the solution? Why are you the best fit for the job? Your story should compel people to believe in you. Your unique strategy and determination to help your clients — the sole reason you went into real estate — is why your solution is the best solution. It’s why others should believe in your ability to help them find a place to call home. 

But that’s not all you can help them with. Keep the communication channels open with helpful tips people can come to you for. Whether these tips come in the form of emails, newsletters, blogs on your website, etc, people can rely on you for help with real estate questions. 

Market Your Brand

You’ve built your story. You’ve exposed problems people need help with. You’ve defined why and how you can help people. You’ve revealed the solutions you can provide and why your solutions exceed what other professionals can provide. Now what? 

Now, you market yourself. You have everything you need to communicate with people… so communicate. Get the word out there that you can help people find their next home. You can use many different tools to communicate with people. The key is to put all the information you have worked hard to define and build where people can find it. Your business website is the best home for this content. From there, you can market the content on your website on social media. You can create an opportunity for people to subscribe to your helpful content, opening up a communication channel between you and your potential clients. 

Branding for Business

Everyone working in the real estate field has a distinct reason for getting into it. While it might seem simple or not exciting, your intention for going into real estate has a compelling tell that others can relate and connect to — that others can believe in. Use this to your advantage. Create a story. Create a brand. Grow your business.