You are likely to have been told again and again that you should never judge a book by its cover. Yet, the reality is also that everybody judges. They judge others on their appearance, by their actions, by what others say, and more. This is why the business of book cover design is so big! So how does this apply to the world of real estate? According to Al Hartman, it is a vital piece of the puzzle.
Al Hartman on the Real Estate Brand
If you want to be a successful realtor, you have to see yourself as a brand. You can, and should, do this in a variety of different ways. For instance, if you want to set yourself apart as a Christian with a lot of faith and who wants to work in Christian communities, then having your profile photo on which you can clearly be seen to wear a cross is a simple way to set your own brand apart.
But, as a realtor, and this is true whether you are in Houston or in New Orleans, you have to do more than just work on your physical appearance. Yes, a client is more likely to take your proposition seriously if you look professional, wearing a suit and tie and having a clean appearance. But no matter how clean you look, your clients won’t take you seriously unless you have a good reputation.
This reputation is your real bread and butter. It is what will get you referred to new clients and what will ensure that you make sales. You must see yourself as a brand. But you work in a relatively small geographical area, in which you also have a lot of competition. If you want to make it, you have to be quick as well, unless you have some other means of financially sustaining yourself without an income for a while.
A lot of realtors think that, if they work for a well-known brokerage, they don’t have to work on their personal brand. This isn’t true at all, however. Brokerage companies are known for specific realtors and unless you are one of them, you won’t get the work you need. In fact, if you work for a well-known brokerage, you probably have to work even harder at establishing your personal brand.
So how do you create this brand? According to Al Hartman, it starts by determining what you want your brand to be. Do you want to come across as someone who is very educated and knows their business? Then this starts by taking every class you possibly can, and make sure your name is remembered there by others. If you want to be known for dealing only with luxury properties, then you need to find a way to get your foot in that door. Building your brand and reputation is about networking. It is about getting to know the right people who will support the image you have built for yourself.