On Friday, over 80 real estate professionals congregated on the top floor of The Balmoral in Vic Park for REBarCamp Perth 2013: a relaxed day of sharing and learning organised by people in the real estate industry, for people in the real estate industry.
REBarCamp covered an array of topics that, unlike most other events, were chosen by the attendees themselves.
One of the first sessions of the day was all about personal branding. This was a really interesting session that covered everything from letterbox drops to the importance of consistency in branding yourself as a real estate agent.
Here are my main takeaways from this session.
1. Be authentic.
Personal branding isn’t just a flier or an email newsletter. As Derek from Baston & Co told the room, personal branding is “all consuming“. In other words, everything you do and say becomes part of your personal brand.
Authenticity is also about being a real person. Most people in the room agreed that agents can benefit from being seen as more than just a real estate agent.
Cathryn Bahen pointed out that facets of an agent’s personal brand can be separate from real estate. She advised that agents should make prospects see that they have good intentions by demonstrating that they’re not just about getting listings.
2. Find your niche.
With many agents vying for business in the same patch, it’s important to differentiate yourself. Many people in the room agreed that this can be done by finding your unique place in the community – your niche.
For example, the Bastons, Natalie Hoye, and Davide Palermo have created a niche for themselves through involvement with their local schools. Someone mentioned an agent that is well known around her suburb for walking her dog around the area every day. And some agents monopolise the unit market in their area by becoming well-known amongst investors, while others focus on building relationships with home owners.
To find your niche, advised Beaufort Realty’s Natalie Hoye, it’s important to know your own values. Be clear on your strengths and make the most of them.
— Lee Baston (@bastonproperty) November 8, 2013
3. Relationships matter.
Which is more important: an agent’s personality, or ability? An interesting discussion arose around that very question.
A couple of people in the room said that your prospects don’t necessarily need to like you; they just need to know that you can do the job.
Others said that relationships and personality were paramount in being a successful agent. One sales representative said that while ability is important, “relationships overcome a lot of conditions“.
James Baylee from Century 21 shared one way that he builds relationships with people in the community: holding a pizza night for some of his most valued clients and prospects. While such functions aren’t cheap to run, they are “100 times better than dropping D.L. flyers,” according to James.
So how do you know if you’ve succeeded in creating an excellent personal brand? Derek Baston shared the ultimate test: ask yourself whether you’re confident to tell your prospects “to find out what kind of agent I am, feel free to call any one of my past clients.”
Were you at this session? What do you think makes a great personal brand? Share your opinion in the comments below.
Top first session #REBCPerth Derek Baston what a star DJ
— David James (@dsjsales) November 8, 2013