Do Luxury Sellers Trust Your Brand?
Over the next few weeks, we will be examining the various staple and creative marketing strategies to help you generate more clients, profits, and exposure in Luxury Real Estate.
This week, we will first underscore the importance of your personal brand.
Your personal brand should not be funny or scary – although some people in real estate can be a little scary. You also should not be too full of yourself or overconfident.
The goal of your personal brand is to convey expertise, add value, and differentiate yourself from the competition. Share on XWhat Do People Think or Say About Your Brand?
People often think that a brand is just a logo or something that’s merely in print. Really, a brand is what people think about and say when they hear your name. That’s your brand. That’s the impact you’re establishing in the marketplace.
One thing that is critical to convey through your personal brand is trust. If people do not trust you, then you’re not going to last long in the Luxury Real Estate market.
Simply put, your brand is very critical. It is a carefully crafted persona that you have to work on. It’s not something that happens by accident.
Be Authentic
It is important to be authentic, real, and truthful for a number of reasons.
In particular, the higher you go in price range, the more you’ll find wealthy individuals who are able to see right past one’s disingenuous facade. They can tell if you are excessively infatuated with money alone, and they don’t want to deal with someone like that.
You have to be yourself – be real. That’s easier to do than trying to be someone else.
Dress to Impress
Here in Cape Cod – a resort market – a lot of real estate agents think that since their clients are in flip flops and shorts, they should wear them, too. However, my advice is to dress like the other people they seek advice from. Who else in the luxury space are your clients talking to for advice, whether it’s medical, legal, or tax advice? How do they dress when they’re meeting with clients? Likely not in shorts and flip flops.
You want to be seen as a luxury real estate expert. Thus, dress the part, look the part, and be the part.
Until next time, make it a great week.
