If you feel slimy advertising your business, we’re going to show you how to market your database WITHOUT having to talk about real estate. If you’re wondering why would you want to do this is because real estate content is boring.
The problem everyone has is how do your market your database without shoving real estate down their throat?
Learning how to market your database begins with embracing your personal brand.
The truth is…
- Your database/local community doesn’t care how many houses you sold this month!
- Your database/local community doesn’t want your turn back the clock emails!
- Your database /local community doesn’t want to hear about today’s interest rates!
- Your database/local community doesn’t want to hear about real estate until they are in the market to buy or sell themselves!
So quit talking about real estate and start creating content people would actually look forward to receiving.
I know some of you are probably confused right now, but bear with me and follow along. It will all make sense by the end of this post.
Let’s walk through the process of identifying your personal brand, creating a marketing message, and then a consistent strategy going forward. The key here is creating a marketing strategy that is authentic, fun, and doesn’t rely on regurgitating boring real estate information people don’t care about. This is a service we have for real estate agents called Flip This Agent you can check out on our site ?
Step 1: Develop Your Personal Brand
Do you know what your personal brand is? First, it begins by realizing you are a brand. Yes, that’s right you’re a brand.
It was reported only 4% of consumers used the agent because of the brand they were affiliated with. This means 96% of consumers chose the agent over the brand. So quit marketing your broker’s brand and start marketing your own!
Your personal brand is your “story” or mission statement. It’s why you do what you do. It should be based on what drives you and/or a collection your past experiences.
Let’s switch gears…
Can you imagine any new business becoming successful without identifying who they are or what they represent? Every business has a “why” behind them or something they stand for. Identifying your brand begins with identifying your WHY and what you stand for. It’s difficult to come up with a marketing strategy without first identifying this first because it will contain the theme of your message.
Learning how to market your database using your personal brand involves learning how to tell great stories. Story telling will allow people to consume your content much easier. As a matter of fact, I’m going to do it to you right! You will be able to consume the content I’m sharing with you much easier through a story than if I just told you outright what to do. Watch this?!
How Do I Find My Niche?
I’m glad you asked. As in any business, the first place to start when coming up with a marketing plan is to determine where the largest percentage of sales come from. Once you know that number, then you can begin creating a marketing plan that caters to that audience.
If I were to open up a taco stand in San Diego, I would first research who buys the most amount of tacos demographically and then craft my brand and message to cater to that audience. It makes common sense when you think of it.
Your database of relationships is your audience. It’s every agent’s audience because of these stats.
66% of buyers last year closed with an agent they were referred to or used in the past.
You don’t get referrals from strangers, you get them from the people you know.
Building your personal brand is how you start attracting and stop chasing!
You should create your brand around how your network knows you. Your brand should be reflective to who you are as a person. If you’re a doctor, then be the real estate doctor. If you’re brand is your name, then build a visual storyline around it that reflects whom you are as a person. The best part about this is that every agent has a brand unique to them! God only made one of you!
At the end of the day your brand is nothing more than a visual reminder and consistent story of what you do and how you roll. Make sense?
I’m a dude. Thats my brand. I wish I cold be a luxury agent, but I can’t. A long time ago I realized the “Dude” is how my network remembers me.
Your brand needs to do the same thing. It has to be authentic and should reflect whom you really are. Don’t overthink this as it’s really that simple. This is the single mindset shift needed when learning how to market your database.
Your Branding Matters
The branding and logo is important because it becomes the visual reminder that you exist amongst your database. Because our brains process images 60,000 faster than text, anything you can show visually is way more impactful than anything you can say verbally! Your logo matters so make sure it shares your story.
Once you get started, your branding will eventually create name brand recognition amongst your database as the go to real estate pro. Branding is all about creating impact and gathering the attention of your audience.
Step 2: Create a marketing strategy
Once you have your brand identified you can now create a marketing strategy with it. First, when marketing your brand, the goal is to create impact. When I create marketing content for my database, I am not doing it to generate a lead. I am doing it to generate attention of my audience. My only goal is name brand recognition. This is the first mental mind shift that occurs with learning how to market your database using your personal brand.
You must first understand the numbers of the real estate business to see how this works. The truth is that 80% of buyers found their agent from referral, repeat client, or they personally met them at an open house or sign call. Those are indisputable facts.
10-15% of your “database” is moving this year.
100% of your database knows someone who is moving.
If I had 100 people in my world who knew what I did for a living about 10-15 of them are moving. At the same time all 100 of them knows at least one person who is moving this year they can refer me to.
Generating referrals from your database is much easier than you think, but it requires consistency to do it. You will begin generating referrals once your database starts associating “real estate” with your brand.
Advanced: Setting Up Your Content Theme, Strategy, & Storyline
This is the fun part! Every brand has a story or why behind it. In my own brand, it’s pretty obvious. I’m just a dude who tells it as it is. Some people think it’s cool, but others think it’s super unprofessional.
When I was still selling real estate, I knew that my Facebook ad audiences that responded to my marketing were 27-46 years old. Apparently, older people didn’t think the dude was cool, but you knew what? There were a lot of people who did, and the “dude” was way more memorable and a pattern interrupt. I’d rather laser focus on that.
Marketing your brand is all about differentiating your offering with authenticity! I believe when you dial in your brand to a select demographic or audience that people connect with, you’ll reach less people, but do more business. Everybody lives somewhere don’t they? Everyone also has the potential to refer you business too.
The name of this game is TOP OF MIND BRAND AWARENESS!
Once you define your brand there is no shortage of content to create around it. The only time it doesn’t work is when people don’t like you, but then you’d be in the wrong business.