← Massive Agent Podcast
Massive Agent Podcast
The RIGHT Way to Build a Personal Brand that Attracts Clients as a Realtor
00:28:38
Loading summary
Transcript1 lines
- [00:00]
Dustin Brome
Building a personal brand as a real estate agent is more important than you think it is, and it's done in a different way than you're doing it. I'm going to break down exactly how to build a brand. What a brand isn't why nobody gives a crap about your logo and why you should not even pay attention to it. What you should be focusing on instead, to build a brand that attracts clients day after day after day on autopilot. Let's go the Massive Agent podcast with lead generation tips and strategies to give you more leads and sell more homes. I love to buy houses. I like to sell houses. It takes brass balls to sell real estate. Wait a minute. The leads are weak. You're weak. I've had better. Better. Oh, have I got your attention now? Here's your host, Dustin Brome. What is up, guys? Welcome to episode 390 of the Massive Agent podcast. I am your host, Dustin Brome, here in Salt Lake City, Utah. My hell. Today we're going to talk about branding, and I'm going to step on some toes because your logo doesn't matter. Your logo doesn't matter. Your personal brand is what matters, and most of you have it backwards. You think that your logo or your colors and everything is your brand. It's part of it. Yes, it's part of it. But really, your brand is what people think of you when you're not around. It's. It's really your online reputation. That's your brand. So what do people remember you by? What pops into their mind first when they're thinking of you or when they see you? That's your brand. And so building that out and making that intentional is absolutely key if you want to con, if you want to get business regularly and. And have it just keep coming month after month after month. I see a lot of agents focusing on the wrong. And you're. You're doing these fancy logos and these colors and all this stuff like that's. That's important to have some. Some continuity, some consistency. Of course, that, that's part of branding. But I'm going to teach you today, actually, how to build a brand as a real estate agent that attracts business to you every single month on autopilot. So let's jump in. So what, what building a personal brand actually means. It's like I said, it's not about colors, it's not about fonts, it's not about logos. It's about how people perceive you, what they think of when they think of you. So your personal brand, also in Their mind answers the question, why should I work with you? So think about that. A consumer is thinking like, should I hire this person or should I reach out to them? Should I ask them a question? And if your brand is built up in a certain way where you've established credibility and trust and all of that, then the answer is yes. So if you don't have that build, if you're not focused on the right stuff, or if you're just too all over the place and you have no consistency in your message, or you're not speaking directly to the audience that you want repeatedly, time after time after time, then you know, people aren't thinking, oh, I should work with this person or I should hire this agent. You already. Here's the crazy part. You already have a brand. You already have a brand. We all do. It's just, are you being intentional about it or not? Some of you have built a brand, and if you, if you knew what that brand was, you wouldn't be too stoked about it. You wouldn't be too excited because you unintentionally built that brand over time. I mean, building a brand, it's as simple. If a brand is your reputation, it's as simple as, do you do what you say you're going to do? Do you get results for your clients? Do they have a good experience? Are you likable? Like, all of that is part of the brand that you're building. So let's talk about building a personal brand and how it creates leverage. So if you're thinking, I don't know if this episode's for me or it is, I'm telling you right now, if you want to sell more houses, if you want to make more money as a real estate agent, this episode is 1000% for you. And if you don't think it is, it's more for you than, than most people. A personal brand creates leverage because it builds trust before the first conversation or interaction. Let me say that one more time. A personal brand builds and creates leverage for you because it builds trust on your behalf before anyone ever talks to you. It makes you referable, a positive brand, recognizable, trusted brand, makes you referable even by the people who haven't worked with you yet. Have you ever referred a restaurant or a service provider that you've never used just because you see them all the time and in your mind, like, they're one of the best? I've done that before, like with a, like a painting company or something. I was like, oh, I see them all over the place, they must be great. So here. Yeah. Try these painting people. And I never used them. I mean, the lesson in there, I think, is like, I don't like taking referrals from people who haven't actually utilized that. That person that they're. They're referring. Like whenever you get a referral to say, have you actually used them yourself? But hey, if nobody asked me, I'm gonna, I'm gonna tell my opinion. That just, I think that just shows the power of the brand where if I haven't even used that painting company or that moving company personally, but they were just top of mind, and it top of mind in such a way that I felt like they were the best and that I would be doing a disservice to this person looking for them if I didn't mention them, even though I had no personal experience. That shows that there's a powerful brand that had been built. Now when you have a strong personal brand that people trust, they find you credible. You stop getting shopped so much. You stop competing against so many other agents all the time. Like when I, when I was new in the industry, the first four or five years, like, I'd go to a listing presentation and they'd be talking to two or three or four other people, like, just every time. And I just, I just. Okay, cool. But as I started to do content and I started blogging back in the day, if you've heard my story, I started with blogging, then I started with social media, Then I started to run ads to get more traffic to my social content and to my blog content. And as people started to watch my stuff regularly, I started to finally, for the first time in my career, like five plus years in, started getting calls where they were like, hey, we need to buy a house. How do we get started? And I'm thinking, oh, cool. Like, you know, how many other people am I competing against for the job? And the first call, I. I even asked them, like, I forget the exact words, but I was like, oh, cool. Like, like, oh. I. What I said was, when do you. When do you plan to actually pick. Pick your agent? And they were like, what do you mean? I was like, you know, when. When do you plan to make a decision on which agent you want to work with? They're like, we already did. That's why we're calling you. And I realized then it's because my brand in their eyes, was one that they trusted, that they looked up to, they found credible to where they didn't want to interview other agents. They came directly to me. So, you know, if that's been happening to you and people come to you and they're not even entertaining other realtor options, you know that you have a strong personal brand to a certain extent, somehow, some way, right? So that, that's a, that's a great sign that you have a strong personal brand and a great reason, if you don't have one, to start building one and, and putting emphasis on the brand building activities that I'm about to cover is you stop getting shopped and competing quite so much and eventually like you're going to have nobody really comparing you with others. It's just incredible. So why do agents not build a personal brand? Well, if you're too focused on deal after deal after deal and everything that is required, like administratively and you know, with the process and the systems of doing the deals, if you're just too into the details and into the weeds and you don't have any help, if you don't have a transaction coordinator, if you don't have a VA or an admin assistant or, or a videographer or an editor or someone like these people to help take work off your plate, you don't have much time to think about how do I cohesively and coherently build a brand? How do I stay consistent when I post on social? How do I consistently post a certain message to the same people over and over and over? And how do I get it to look the same? How do I keep consistency? So I'm trying to figure out how to say this without completely stepping on too many toes. But if you are too busy doing all of the things I'm telling you right now, even if you're making good money and you think that you're doing well, it is crushing your future business because you're too in the weeds. You're the CEO who's in, who's down on the floor, like sweeping the floor and emptying garbages and cleaning the windows. Like, that's not what the CEO should be fricking doing now. The best places to build your brand. The best places to build and showcase your brand. Instagram, YouTube, TikTok, Facebook, LinkedIn, a podcast, an email newsletter. Fricking anywhere. Honestly, social media platforms the easiest because you can do one piece of content and it reaches potentially hundreds or thousands or tens of thousands or hundreds of thousands or millions. That's the leverage that social media provides is you cannot get anywhere else. So you'd be a fool not to be building a brand on social. It's not the Only place you can build a brand for short. But it's. It's by far the most powerful and gives you the most leverage. I will say this because I, I don't want to give you. I don't want to say. I don't just want to. Like, everyone needs to be on Instagram. Like, you need to go on it all in on Instagram because some of you shouldn't, because your audience isn't necessarily on Instagram. Maybe they're on Facebook or maybe they're on TikTok or Snapchat, or maybe they listen to podcasts and they're not even on social. You need to know who your audience is and know where they are, the majority of them, and then be there and build your brand there. Be present there, be posting content that's relevant for those people there. YouTube is powerful because when, when you're consistent and you learn great hooks and you can visually hook people and you can keep interest and you deliver information concisely, people are searching for what you're offering. So YouTube, super powerful as far as brand building goes. But for me personally, Instagram, TikTok, Instagram and TikTok and the podcast is where I build my brand through the content that I do. You just need to find out whatever that is for you. And the key is to figure out who it is you're trying to reach. Who are you trying to help? Who are your ideal clients? Who are they? What do they look like? Like, literally, what do they actually visually look like? What do they do for work? What are the demographics? Like, what do. What kind of money do they make? What do they like doing for fun? Do they have families? Are they in the military? Like, you need to know who your, who your ideal audience is, so then you can keep them in mind and then create for them. Every single time you post on social, you make sure, hey, this is for that group of people, and you stay consistent over and over and over and over. That's where you build your brand. Like, the physical place to build your brand. But let me say this. You can build a brand just by selling a shitload of houses and having your signs all over the place. You can build a brand with a bunch of billboards all over your city. You could build a brand with a bunch of bus benches with. With branding all over the place. Like, if you saturate a. An area where people see you and your logo and your brand and message all the time, over and over and over and over, you've built a brand, a brand of dominance. So Excuse me, that was highly unprofessional. What am I doing 390 episodes into the pod? You'd think I'd know better than that and I could have it edited out, but that'd be. I'll forget about it. So what should your brand communicate? We're going to come back to not just where to build your brand, but how to do it and what types of brands you can build. Because you're all doing different things. You all have different people, you're servicing different interests. Some of you want to build a luxury brand, some of you want to help military members. Some of you, some of you want to be local experts. And, and, and you want to do a ton of local, local interest type of content. And look, let me just say this. Everything works and nothing doesn't. Everything works and nothing doesn't. It all works. You just have to pick the biggest headwind, the biggest roadblock to you. Building a successful, coherent, concise, intentional brand is trying to be too many things to too many people. Pick, pick. If you're trying to create luxury content and look all luxury because you're dressed all nice and blah, blah, blah, and then you're trying to do all this local facing content and then you're trying to help military members and deliver information and value to them. On social. It's just, it's a lot, it's too much. You're trying to chase too many cats. You're trying to chase too many cats. Stop chasing cats. Just go after one, for God's sakes. You want to get a laser pen. If you want to catch a cat, that'll do it. That'll catch them. So your brand needs to communicate your vibe. Like, are you fun? Are you serious? Are you professional? Are you luxury? Like, are you high end? Are you, you know, like, what kind of values do you have? Like, maybe, maybe those are religious, maybe it's political, maybe it's family. You know, who are you outside of a transaction? Who are you outside of a transaction? That absolutely builds your brand. It contributes to the brand you're building. So it's not just your expertise, it's not just what you know, it's not just the advice you give. It's who you are as a person and letting people see you. Because that builds your brand and makes you memorable and likable and connect withable. Connect with able. You become connect with able if you show off who you are as a person, your personality, your interests, your likes and dislikes and all that stuff. Like I, this last summer I had A gopher problem in my backyard. And, and I, I shared it in my stories a handful of times. Like this saga of the, the never ending gophers. We tried, we tried poisons, we tried gassing them, we tried smoking them like all and didn't do anything. So we had to get traps. We had to put these horrible little gopher traps in there that basically squeeze the suckers to death. Yes, graphic, I know, but highly effective. And then I, and they worked. And then I showed that, hey, I caught one today. And then a few days later, hey, I caught another one. And you would not believe how many times I'd go to a conference or I'd go to an event and some agent who I've never met would ask me, do you ever get, get those gophers taken care of? Do the gophers ever come back? It's probably the, the content that I've done that people bring up the most over the seven and a half years that I've been doing my podcast. The, the, the gophers that I shared just, just casually in my stories get brought up a lot because it's memorable and it's interesting and people follow along with that stuff that became part of my brand, like it or not. So super interesting. Think about what that is for you. Let's talk about real examples that convert to clients, Real brand building examples that convert to clients. Agents. I'm going to, I'm going to give you some specific examples of agents, in fact. So I do a Tuesday Mastermind. It's, it's, it's for agents at real, but it's also open to any of our guests. So I'm the host of the thing. I'm, I'm one of the co hosts with, with my partner Randy Mendez and Kristen Cantrell. We host the show or we host the Mastermind every Tuesday. It's at 2pm Eastern time, open to basically every agent. And by the way, if you want to come to the Tuesday Mastermind, totally free, doesn't matter which brokerage you're at, just go to Instagram and DM me the word Tuesday and I'll send you a link to register for the Mastermind Totally free, doesn't matter what brokerage you're with. Come one, come all, be there. Just be there to contribute and learn. DM me the word Tuesday on Instagram to get the link. Anyway, so on our Mastermind, earlier today we had Jesse V from Queen Creek, Arizona. She has built a brand. Recently, after years and years of trial and error, she started to do local facing content a certain way, where she just highlights what, like, new stores, new developments, new parks, like, what's actually going on in her market in Queen Creek, Arizona. And she started doing it visually in a specific way, and she just started to tell stories and say, hey, here's what's coming. Trader Joe's is going here. They're building an apartment complex here. There's a new shopping center going here. And she'd visually show this stuff and talk about it, and her account has blown up. She told us today she's getting 35 leads a day. Yes, that's correct. Yes, that's right. 35 leads per day. That's insane, because she. She just hammers that one format, that one approach, that one angle over and over and over and over. And she said that she gets, like, it's now happening, where people out in public come up to her and they're like, hey, you're Jesse V. From Instagram. Hey, I've seen your videos on TikTok. How incredible is that? She's built a brand just by being consistent and doing it well, of course, but consistent over and over and over. She becomes known as the local expert who knows what's going on. And so she has people reaching out to her, not even necessarily about real estate, but they're like, hey, do you know if we're getting a Whole Foods? Do you know, like, is a splash? Are we ever going to get a splash pad in this part of town? Because they just see her as the person that would know. How incredible is that? And she gets a ton of buyer and seller leads from that. And she was on the Mastermind earlier today, and we were talking about this, so it's fresh in my mind. She went all in on one niche and just dominating that niche. Local expertise, like, local happening. What's happening locally? That's all she does on Instagram and TikTok and YouTube and everywhere. That's it. So that one approach done well. And she had trial and error, of course, but, like, she had other. She's not the first person to do that. There's lots of others. Alyssa Kernute up in Spokane, Washington, crushes that format. She puts her own unique spin on it. Really, really good. Like, really, really good. But there's so many great people that are already doing something similar you can just learn from. But when you. When you know that your brand is built and it's. And it's bringing you a ton of business, it's when you have gone all in on a certain niche and you're dominating. So maybe that's relocation to your market, people moving to your area. Maybe it's first time home buyers, maybe it's VA people, military members who are relocating or using their VA benefits, or maybe, maybe luxury market, luxury home sales. Those are all niches that you can dominate. So the key here is not just to give information but also to show your personality through your content. Let people see who you are. So sarcasm, humor, like mom life, dad life, like workouts, vacations, like you collect pez dispensers or something. Not that I ever did that for about 10 years of my life. And my wife made me sell all of them because there was no more room in the house. But that's, that's another story for another day. But like anything like that, that's what people connect with, right? Like I'm building my massive agent brand through the podcast, through social media content, just by being me and just my personality, my smart ass comments, my take on things like so I over time have built the brand. So when you think of massive agent, like that's the brand, you know, for better or worse. Let's talk about some simple ways that you can start building your brand today. Simple ways to start building your brand today. You have to talk to the camera and post on the Internet. You, you have to. It's just, it's, I'm not saying it's the only thing that works, but it works so well when you do it consistently over time that you're insane not to create social media content. So I would, here's what I would focus on at least one to three stories a day stories. So reminder, your stories are only seen by those who already follow you, people who already know you see that. So it should be more laid back, it should be more behind the scenes. It should be more like who you are as a person. What is your life actually like? What are you up to that day? What are you thinking about? What's interesting to you? One to three stories a day, not a big time consuming thing. And then one post a day, One post a day, you can time block that, that in there. And if you don't have time, you need to make some hires. You need a virtual assistant, you need a transaction coordinator. Maybe you need to hire some showing agents. If you're spending too much time driving all around the place showing houses, you need some leverage. Every one of you has one to three stories and one post a day in you to do. You can do it, you're just not prioritizing it. But know who you're speaking to, know what type of brand you want to build, what is the objective, and then, and then just do that. Figure out who you're speaking to. Post for them, post for them over and over and over and over. And if you can, you want to pour your brand on steroids. Start like a series lately on social, if you've been watching me at Massive Agent on Instagram and Tick Tock, I've been doing these, you know, if, if a Realtor's DMS were in real life, I've done four parts, I put out four parts. I'm going to keep doing them because they crack me up. I have a ton of fun doing them. But if you've seen the, you know, if, if Realtor DMS were in real life, if I just keep hammering that, people start to know me as that person. I pushed pause on this, but I was doing the Instagram video audits. Like I would go and watch an agent's videos and I would critique it and I tell them, you know what, what they can tweak to make it better. And I did like 30 of them or so. And so agents started to get to know me as that. And then I did Instagram bio audits and now I'm doing. So I'm trying to do all these little series. And you can do that and just keep doing it and keep doing it and doing it and doing it and then you become known as that. Just ditch the generic content, ditch the boring stuff. If you're posting something that you find boring for real, like, if it's truly boring, if your energy in it is just like, like, I don't really care about this. This is boring, then people that watch it are going to find it boring. So talk to the camera. One, one to three stories a day, one post a day. Post that shit on the Internet on whichever platform your people are using the most. Instagram, TikTok, Facebook, whatever. And you can, if you, if you want to just post once and have it, go to all the platforms like I do, go to massive agentsociety.com repurpose and try out the repurposed IO tool that I use. I love it. I post once and it goes everywhere. Incredible. Saves a ton of time. And you can still be on all the platforms and do all the stuff. Then ask yourself, what are you known for and what do you want to be known for? Do a little audit. What are you known for and what do you want to be known for? And if you don't know what you're known for ask your friends, ask your clients, ask your social media friends and connections. Just say, hey, I know this is weird, but, like, I'm trying to think about my brand and how I can build out my brand. Like, if you had to, how would you describe, like, what I'm known for? And give them permission to be fully honest? Because you may be known for something that you didn't even realize, sometimes good, sometimes bad. And then what do you want to be known for? And once you have those answers, then you can start to intentionally create content that meets those things and hits that objective. Ditch the generic content. Start answering your audience's real questions. So here, this is a great way to start today. If you're like, I don't even know what to post, think about the last few questions that you've been asked by a client or DMS that you've, that you've received from people asking you questions. Just answer those questions in a video. Just do that. And the more you can just stay focused on who it is you're trying to help and reach, the faster your brand will grow. And, and pretty soon you'll start being recognized in public or, or you just start getting business where people are not interviewing others. So build a brand. It's not about a logo. The logo is part of it. Yes, but I'm telling you, you don't need a logo. You don't need any of that right now. Stay consistent with like, colors and font in your. On social media, like, try to use the same font, try to put captions in the same place. You know, try to do certain, like, the same color of text, the same caption style. Like, if you can do that, that helps to establish some branding. Of course. So if, if your video pops up, people recognize it like, oh, it looks like one of Dustin's videos. It must be. Just do your best. Don't overthink that, please. But there's a little tip for you. Ultimately, your brand is what will, will feed you in the future. So don't ignore it. Before we wrap it up, I mentioned that Tuesday Mastermind that I do. If you're an agent at Real or at any other brokerage, be my guest on our Tuesday Real producers Mastermind. We have guests sometimes. Today we had an open, open Mastermind, which was super powerful. Incredible. To get the link to register, just DM me the word Tuesday on Instagram. I'll send it to you. Be there every Tuesday at 2pm Eastern time. And, and before we wrap, I gotta find my notes. I gotta find my notes before I totally, totally screw this whole thing up. Keeping Current Matters is a tool you need in your tool belt. Be the advisor your clients trust with Keeping Current Matters. KCM gives you easy to understand market insights, ready to share graphics and scripts to keep you looking like a pro. And being an advisor and helping you, that's one way to build your brand. Just be knowledgeable and share your market knowledge and like with market insights and everything. Like if you become known as the person who's the go to for what's happening locally with the stats and the numbers, that's a pretty powerful brand. It doesn't mean it has to be the only thing that you're known for, but that's pretty cool. Try KCM for free today over at try kcm.com BAM and with BAM X, you can level up your business alongside some of the biggest, best, most fun and coolest agents in the industry with BAM X courses, masterminds, marketing materials, content posts, Business in a box. A network of ambitious agents to scale with. Join BAMEX today over@massive agentsociety.com Bam X. Thank you all for listening. If you found this episode helpful, valuable, interesting, entertaining, please share it with another agent. Share it with other agents that you think would benefit from it. Help me to reach more agents. Help us to help agents through this. Like business is hard. Business is hard. Real estate. It's simple, but it's hard. It's hard enough to do it yourself. So throw a lifeline to another agent. Don't keep this podcast to yourself if you find this valuable. If you listen on a regular basis and you haven't shared it or told anyone else about it, what the hell? Shame on you for being selfish. Share the podcast, this episode, or the pod in general with your other agent friends. Otherwise, what an what? Don't keep it secret. Thanks for listening guys. We'll see you guys next week on the Massive Agent Podcast. See you.