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How To Infuse Your Real Estate Brand With Personality

By Sarah Layton
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One of the most frequent topics that real estate agents, coaches, and brokers approach me with is branding.

I know it can be challenging to define your real estate brand and develop it with a sense of personality that is true to who you are, separates you from your competition, and ignites a stronger connection between your prospects and your business.

However, you must understand that people want to buy from other people, not money-hungry and faceless businesses.

In other words, no matter how private or reserved you consider yourself to be, you need to be able to include some portions of who you are in your marketing materials in order to maximize how effective they are. Obviously, that is easier said than done so today I am going to show you some simple and actionable ways that you can infuse more personality into your real estate brand.

Your Headshots

Your headshot which will be featured on your real estate website, blog, social media channels, business cards, and various other places is a big part of the initial impression of your brand. First of all, I insist that you have a professional picture taken that is high-quality and reflects what kind of professional you are.

I want to challenge you to not just wear something that you are comfortable in but actually reflects your honest style. It is important that you really feel like you when these pictures are being shot.

Don’t stop there either! I also want you to carefully select a location that reflects where you enjoy being and feel relaxed. For example, you consider yourself to be adventurous and love the outdoors, choose a park or perhaps a beach for your photos. I also want to caution you not to select a setting that will overpower you in the photos because your goal is to show people who you are and shine like the star that you are.

Your Signature Color

The color or colors that you choose to use in your branding also needs to reflect who you are and the type of business you’re running. Please try to limit yourself to no more than two colors because the visual components like your logo will become too busy.

The idea behind having a signature color for your real estate brand is to cohesively unite all of your marketing materials with your personality and become more recognizable to your audience.

Add your signature color to everything that you produce to market yourself. For example, as you can see I have chosen a coral pink for my signature color which you find throughout my website, social media, logo, etc.. At this point, many people browsing the web see that color on a digital product I’ve created and instantly recognize it as something associated with me.

Your About Page

This is a VERY tricky one!

What many people fail to realize is that the goal of your professional bio or about page is not to drone on and on about where you went to college or what kind of professional certifications you have.

BOOOOORRRRIIIIINNNGGGG!!

The true goal of your bio or about me page is to convert your ideal clients and it can be one of the most valuable conversion tools. It is also one of the best tools you have to introduce people to who you are and how you operate. However, if you want to be successful you need to ignore your instincts and use your tone to showcase your personality while talking to the pain points of your ideal clients.

You can learn my exact process for writing a professional bio or “about me” page that converts like crazy right here or book a consultation with me to have me write one for you.

I also have this handy worksheet which you can use to make sure you answer all of the most important questions in your bio.

Your Newsletter

I’m a huge fan of using email newsletters to build your audience, monetize your website and blog, and build a deeper connection with your prospects and clients.

I love how sending out an email newsletter once a week (I suggest Tuesday afternoons for optimal results) gives you the chance to insert more personality into your copy. I know many of you like to keep is uber-professional in your blog content but I invite you to be more cool and casual in your email newsletters.

An easy way to do this is to incorporate personal stories that will entertain your subscribers and show them how easy it is to relate to you. Not only do fun personal snippets and stories make your metaphors more memorable but they help your subscribers get to know you in a way that will make them feel more loyal to you.

For more help profiting from your real estate newsletter check out these articles:

Seductive Email Subject Lines Buyers & Sellers Can't Resist

The Super Secret Method To Creating Email Opt-Ins For Your Real Estate Website

How to Turn Your Real Estate Blog Into An Email Course That Converts Your Ideal Clients

7 Email Every Real Estate Agent Needs To Take Leads From Cold To Closed

Your Blog, Podcast & Videos

Once you have defined your ideal clients and assembled a list of their most common problems and goals in life, business, and real estate, it is time for you to start creating as much custom content as you can to cater to them.

Again, every piece of content you create is an opportunity to show your audience who you are and what makes you unique. I know many of you struggle to stand out and this is one of the best ways to do that.

The more content you create, the faster your audience will grow and the more people you will convert into loyal clients!

The easiest way to create tons of custom real estate content that showcases your personality and forms a connection between you and your audience is to start with a blog post and then repurpose it.

If you are self-conscious about how you look in videos or pressed for time, I strongly suggest you sign-up for this amazing software that allows you to convert a blog post, listing description, or any other piece of content into a video in seconds. From there you can simply download the audio file and you’ve got a video and podcast episode! It is a HUGE time-saver and I’ve been using it for years!!

Easy Steps To Take Right Now

Just as I promised, I have a list of some simple steps that you can take right now to start infusing more you into your real estate brand:

  • Create a profile of your ideal client using this worksheet

  • Write a letter to your ideal client as though they are a friend and take note of the tone you use

  • Ask your friends and family if you frequently use any phrases that you can incorporate into your copy

  • Go through the content on your real estate website, blog, and bio and see if it speaks to your ideal clients in a way that showcases that tone

  • Brainstorm a list of personal stories that you can include in your email newsletters to show a more human and personal side of yourself

You may also be interested in these throwback posts:

How To Build A Winning Real Estate Brand

High-Tech Ways To Market Your Listings

5 Tips For Writing Your Real Estate Website About Me Page

How To Convert Your Real Estate Blog Posts Into Videos