Growing your personal brand in the real estate industry has significant advantages, and digital media has given agents many opportunities to widen their reach. Learning how the most successful agents brand themselves can change your way of thinking, especially when it comes to how they’re tackling the digital landscape. If you’d like to expand your digital footprint, here are five ways to grow a personal brand online.
1. Build a personal website
Having a personal website means that you’re in control of your personal brand. If you switch brokerages or create content for your site, you won’t need to start from square one with your search engine optimization efforts. It shouldn’t take long for your personal brand to start ranking in search engines when you build a personal website, and over time it will become a great way to introduce yourself to potential clients.
Your personal website is a great place to showcase your expertise. Think about the types of properties you’re most interested in helping buyers and sellers with, along with the locations where you offer the most experience. These things should be front and center on your website, and you should have plenty of neighbourhood overviews and in-depth articles that reflect that knowledge. You’ll know your personal brand is thriving when potential clients are aware of your expertise before you ever speak to them. Set up a blog on your website to get started.
2. Run a newsletter and set growth goals
Most real estate agents use email marketing to some extent, and we’d recommend investing in a personalized newsletter if you want to build your personal brand. Your newsletter should have a focus or theme to help it stand out from the pack. You could offer a monthly video in the newsletter, a summary of what you see in specific markets, or predictions on where things are headed. There are endless possibilities, but personal branding is all about repetition, so aim to keep your messaging focused at all times. If you have a theme, use it as your North Star to stay on message.
If you want your personal brand to reach more people via email, you’ll need to grow your newsletter. Promote your newsletter on all of your media channels, including on your website, within your blog posts, and on your social media channels. Your sign-up page should have only one call to action: Join my newsletter. We’d also recommend putting some advertising dollars into promoting your newsletter, either with social media ads or through display advertising. Both of these types of paid advertising can work very well for agents.
3. Grow your social media following
Social media has become an integral part of personal branding for real estate agents, so if you’re new to social media marketing in 2021, it’s essential to learn the ropes. Start by putting your efforts into Facebook and Instagram before expanding onto other social media platforms, as they’re arguably the most important networks for real estate agents today when it comes to connecting with potential buyers and sellers. Use your social media profiles to tell your story.
Growing your following on these channels takes time, but with persistence and creativity, you can end up reaching thousands of people every day. It also opens you up to new paid advertising opportunities like Facebook advertising. Posting on your Stories regularly, running branded contests, mentioning other local businesses, and offering exclusive content that resonates with your audience are a few other things you can do to grow your social media presence and make sure that as many people see your personal brand as possible.
4. Offer your thoughts on a podcast
Make a list of your favourite real estate podcasts or podcasts that have a local footprint and speak to your target audience, and contact their hosts to see if they’d be interested in having you on as a guest. Hosts are often thrilled to have interested guests come on their show, so don’t feel like you’re overstepping. If you give the host a compelling case as to why you can bring value to their podcast, you’re very likely to get a positive response.
Being a guest on a podcast can do wonders for your personal brand. If you start small, you can use your appearances to move your way up to larger podcasts (it’s easier for hosts to evaluate whether you’ll be a good guest if they can hear you on other podcast episodes). Every show you appear on further presents you as an expert in your field.
If you find that you love being a podcast guest and have an extensive network, consider starting and hosting your own podcast. Being the host of a show adds another layer of credibility to your personal brand. It can also help introduce you to some fantastic people and open doors to new opportunities from a networking perspective.
5. Start a video series
Almost every digital platform offers video options in one form or another, so leveraging video to grow your personal brand should be in your marketing plan. Whether it’s hosted on YouTube, Facebook, Instagram, or on your website, a video series is a great way to grow your personal brand. It offers viewers the chance to see and hear you before they reach out, to understand your offering, and to know a little bit about what to expect when working with you.
Let your personality shine through when recording your videos, and don’t be afraid to be yourself. Scripted video has a place in your video marketing plans, but it can be overused in particular on social media platforms. Conducting expert interviews and running Q&A sessions are two excellent formats if you’re looking to use video to connect with more clients.
Growing a personal brand is a continuous process. It takes consistency and clear messaging, and it can be the difference between acquiring a new client and missing out on an opportunity. Don’t let any of those opportunities slip through the cracks, start your journey with personal branding today by presenting yourself as the local expert in your community.