Effective realtor branding online should position a real estate agent apart from the competition.  Determining what makes a real estate agent different and communicating these attributes as benefits to consumers is essential to developing a strong online presence.  The following process for creating unique realtor branding online can help any agent quickly develop a value proposition that attracts potential clients via social media, search engines, agent websites or any place within the internet’s reach.  First, Laurie Weston Davis of The Geeky Girls reveals her strategies for establishing a realtor’s online brand in the following video:

1.  Determine Your Personal Value

Fortunately you are already in possession of everything that you need to establish your benefit to potential clients.  The formula for establishing your unique value proposition is hidden within your pre-existing attributes, knowledge, skills, experience and relationships.  Examine your resume, life experiences and educational background to uncover the qualifications that compose your personal validity.  Collect third party endorsements from people you’ve done business with to obtain their impressions of working with you to further develop your value.  Some examples include:

  • The treasurer of a homeowner’s association has superior community knowledge with financial expertise.
  • A stay-at-home mom that raised three children has amazing negotiating, management & conflict resolution skills.
  • A telemarketer has extensive experience in promotions, marketing and technology.

2.  Translate Value to Benefit

realtor branding onlineOnce you’ve uncovered your particular set of attributes, the next step is to determine how these experiences are relevant to real estate.  Ask yourself how these values can be of benefit to your future real estate clients?  The key here is to convey exactly how your particular quality adds value to consumers by using the formula: Because of my (attribute) clients get (benefit).  Some examples include:

  • My career in the Navy provides me with relationships to access thousands of military home buyers and sellers.
  • My ability to speak two languages opens your home to many home buyers overlooked by other agents.
  • Being raised in this community gives me local expertise and a wide network of potential home buyers and sellers.
  • Our large real estate company provides exposes your home to a maximum number of potential buyers.

3.  Create a Unique Message

It’s important to remember that a value proposition can still be “unique” even if many other agents offer similar benefits. Uniqueness can also be achieved by using bold, clever or memorable wording that sticks in the minds of potential clients before you even meet them in person. Some examples might include:

    • Sally Johnson’s 6-Step Guaranteed Sale Program
    • John Jackson – Born & Raised with Seattle Knowledge
    • Janet James – Chicago’s Premier Luxury Home Specialist
    • Tony Keller the Home Seller

 4.  Position Your Branding Online

realtor branding onlineOnce an agent has created a unique value proposition, its time to position it everywhere to begin gaining the “mind-share” of the public.  Although the message should be included in all print marketing materials and an agent’s primary website, the placement doesn’t stop there.  Since it has become well publicized that most home buyers begin their search online, it is essential to have a complete online presence to evidence the ability to market and locate property.  The following is a compilation of the various mediums where agents should position their online brands to obtain maximum exposure:

Real Estate Prospecting: Client Database Scripts

Scripts for Building Referral Networks from Business Relationships

Scripts for Buyers: How to Show Less Homes

Agent Websites that Generate Real Estate Leads

Just Listed & Just Sold Real Estate Scripts

What to Say When Calling FSBO Sellers for Listings

Managing & Compensating Buyers Agents on Real Estate Teams

Easy Ways to Ask Your Clients for Referrals

How to Compensate & Structure Real Estate Teams

How Realtors Build Referral Based Businesses

The 5 Ways to Mirror & Match Client Behavior

When & How Realtors Should Make their First Administrative Hire

Top Producing Realtor Prospecting Scripts

The 3 Primary Duties of a Top Producing Realtor

Scripts for Overcoming Listing Presentation Objections

How to List For Sale By Owner (FSBO) Homes

When Should I Start a Real Estate Team?

How to Conduct Better Real Estate Team Meetings