I am sure there are marketing gurus who will cringe at the title “Label Today Socially” – Brand Tomorrow.”
I am not attempting to rewrite the thought on branding. The title is to get you thinking as a real estate agent (or any business) that before you sell your services as a professional in your area, you have to sell your website. And your website will be open to public opinion and branding. The fact is, we live in a whole new world that is constantly changing, and the old fashion school of thought concerning “branding” needs some serious upgrading when it comes to the initial approach. It is ultimately you, me and the rest of the populace that defines both the website and personal brand; who you are, what you do and how you are perceived. And remember this. Not necessarily just “you” as an agent, but your website, set of search tools, targeted information, etc.
This is a harsh thought though, especially if the tide can go in the wrong direction. So, it is important to understand that in the beginning stages of your marketing, you need to not only tell people who, what, where you are, but give them the resources to be able to come to this conclusion on their own.
This holds true for the real estate agents and brokers who are looking to establish a solid position in their communities as specialists in a type of “Property Niche”. And once again, not necessarily the agent, but the website(s).
An agent can have several highly targeted websites that serve different types of buyers. And if these sites serve up the exact information the potential buyers seek and answers their questions, you are establish some ground and establishing something I call Label Hooks. In this instance, positive. For every mental impression I create in my mind about your website, I am creating a mental “label” of you, your services, and expectations. If not positive, I am going elsewhere to search.
For example, if I were looking for a Golf Home in Destin, FL, searched for this in Google and found a site that gave me everything I needed about the golf courses, the country clubs, tournaments, etc., as well as detailed information about the real estate, I would be sold on the website. I would return when I was ready to go over options with my wife, I would email to friends and family, and so on.
The point is that you planted a “Label Hook” and scored valuable points with me. Eventually I will come to a conclusion of who you are and how I can benefit from your services.
So, to continue. All positive (hopefully not negative) “Label Hooks” gives me a more solid impression of you. I call this your Individual Brand with me. It is what I perceive you to be, how knowledgeable you are about the golf communities, and what I come to expect from you as a professional. Continue this service all the way through my purchase, and I am going to share my “Individual Brand” of you on-line via Facebook, chats, recommendations, and referrals.
So in conclusion, rather than selling yourself up front (just another agent), build equity by selling your property specialization, dedication to an area or type of community, etc. through your website. Offer the cleanest and easy-to-use search and save features. Ultimately, this is what buyers are seeking. That is why greater than 80% start their search on-line!
