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How to Help Your Agents Build Their Brand

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As a broker, owner or manager of a real estate office, chances are you’ve worked quite a bit on developing your company culture. Everyone wants their office to have a strong identity so that it shines as the area’s most reputable brokerage. After all, a strong brand makes for a lasting business!

So wouldn’t it make sense to want the same for your agents? By investing in real estate training that helps your team members develop their own personal brands, you are investing in the future of their career.

Because this topic is so broad, it may help to host a series of lunch and learns with your team explicitly focused personal branding. This shows that you are dedicated to their success and would like to provide tools to guide them on their journey. Here are some of the topics to cover in order to help your agents build their brand.

Encourage Core Values

A strong personal brand must reflect strong core values. Encourage agents to develop their own core values to guide their real estate marketing strategy. During one of the lunch and learn sessions, invite agents to brainstorm and come up with their own personal values in business and life. This will set a strong foundation for the brand they develop. Additionally, this is a great opportunity for you to lead by example — if you haven’t already, create core values for your company, and make an effort to include them in all company-wide initiatives. Agents can see these concepts in action, and how a brand can encompass values.

Build a Brand Sentence

This can be another lunch and learn topic for your team. Using their core values and any other words that describe both their personality and their skills, have your agents create a sentence or phrase that encapsulates their brand. Let this sentence guide their individual marketing efforts — all social media and emails should go relate to this “mission statement.” Again, develop one for your company as well so you can provide an example of how this works in practice.

Emphasize Great Service

Exceptional customer service should be a key part of any personal brand strategy. Make sure your agents are up-to-speed on how to provide out-of-this-world service to their clients so that this can become part of their brand! Look for separate real estate training programs that dive deep into the subject so your agents become pros.

Looking for more tips on how to lead your agents toward success? Get certified to lead The Pathway to Mastery®—Essentials, a real estate training program from Buffini & Company. Your agents will learn how to perfect their real estate marketing, lead generation and skills for working with buyers and sellers. Sign up today to lead a class in your office!

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