Facebook Share Twitter Share Linkedin Share Pinterest Share
Building a Brand that Matters

Building a Brand that Matters

By Darrin Friedman

Regardless of what point an agent is in their career they are confronted with a simple fact: they are their brand. Whether they realize it or not, they are a product in a marketplace, chosen by consumers for one reason or another to fulfill a service. 

The question is was this brand strategically created, or just some organic mesh of unrelated events that created it -- a bi-product of confused layers of inferiorly organized ideas?

For most, it's the latter. But it's okay. It's not too late. We are going to fix it. Here are 3 simple ways to strategically create a brand that you can be proud of.


1. Discover who you are -- It's time to start defining yourself. Take out a piece of paper and jot down 10 things that make you truly unique. And, no, if you write down "I like Houses" or "I like People" you are doing the exercise incorrectly. Push yourself. Don't make them real estate related. If you like gardening, write it. If you are into musical theater, write it. Search yourself for what makes you, you. By the time you have finished the list you should discover the basic foundation of what makes you tick, which is a great start.

2. Put the words together -- Take your list and put the words together into a narrative that the consumer will understand. The last thing they want to hear is that you are a people person. Everyone says that. What they don't know is that you love to sing. Let's see what we can do with that... "As a trained singer of more than 20 years I have learned the discipline that helps me achieve great results for my clients." See? It's about making your likes and achievements about them. Try it out and see how it works for you. Just remember, you are writing a narrative, not a list. You are aiming for about 300 words. Make them count!

3. A Brand is about consistency -- Once you have your narrative complete it's time to share it. Use the narrative as a bio anywhere the consumer can find you. Apple doesn't vary based on site or network, neither should you. Be clear, consistent, and proud of who you are.


For those agents, and organizations for that matter, who want to truly achieve in our industry, strategic branding is essential. Like that of any other product, it needs to be nurtured, maintained, and grown until it saturates a marketplace. By following these lessons, you should be well on your way.