– Personal branding extends into every aspect of life, not just social media.
– It is essential for real estate agents to differentiate themselves and form a consistent personal brand.
– Maintaining a social media presence is more effective than traditional lead-generation strategies.
– Agents should showcase aspects of their life other than just their real estate business.
– Personal branding can extend beyond social media, such as hosting community events.
– Social media presence is important for potential seller clients.
– Your brand should be an accurate representation of who you are and not forced.
Douglas Elliman’s McKenzie Ryan joined Amie Quirarte of Tahoe Luxury Properties and Jas Takhar of REC Canada at ICNY on Tuesday to share why branding extends into every aspect of life.
When real estate agents hear the words “personal brand” the first things they think of might be business cards, social media posts and email newsletters.
But according to Douglas Elliman’s McKenzie Ryan, an agent in New York, a personal brand should extend into every asset of life.
“A brand is not one dimensional, or what you decide you want to portray on social media,” she told the audience at Inman Connect New York on Tuesday. “A brand is who you show up as in real life and a brand is who you are.”
Ryan spoke on a panel about strategies for building a lasting personal brand alongside Amie Quirarte of Tahoe Luxury Properties and Jas Takhar of REC Canada.
Takhar agreed with Ryan, and argued that forming a consistent personal brand was all but essential for those working in real estate in the current market.
“You have to differentiate yourself,” he said. “If you don’t get started in 2024… you are going to be left behind.”
Takhar also argued that maintaining a social media presence is more effective than traditional lead-generation strategies like mailers and cold calls.
“No longer do people want to be bothered by cold calling because you sound like an air duct cleaner,” he said. “Why not go where people are already scrolling on their phone and showcase other aspects of your life.”
The panelists encouraged agents to show their followers aspects of their life other than just their real estate business — their hobbies, their families, their communities and discouraged posts bragging about real estate awards and accolades.
“How many No. 1 real estate agents are there in every single city?” Takhar said. “Showcase the other aspects of your life.”
Personal branding can extend beyond your social media presence as well. Quirarte told the audience of a community Halloween party she hosted in Tahoe this year with local merchants and musicians that brought 550 people to an event space in town. After spending less than $1,000 on the party, Quirarte said she ended the night with three new referrals.
That’s not to say social media should be neglected. Many savvy potential seller clients may be more swayed by your social media presence than your listing presentation.
“I personally have a love-hate relationship with social media but we have to have a presence and what does that presence communicate,” Michelle Griffith of Douglas Elliman said during a panel conversation on winning listing presentations on Tuesday. “Do you have video footage so that they can understand who you are and get a feeling? I think that as agents, now more than ever we need to really focus on: if our clients are cyber-stalking us, what does that look like?”
Your brand shouldn’t be forced though, and should be an accurate representation of who you are.
“I think that in the beginning especially when you’re getting started and you’re trying to find out what your brand is going to look like its easy to try to fit into a mold of ‘I want to be in this box so that every single person likes me,’” Quirarte said. “Fuck that — you’ve got to do what is best for you. You need to be the agent that you are.”
“It sounds so cheesy and so lame but it goes a long way,” she added.
Property Chomp's Take:
In today's digital age, personal branding has become more important than ever. It's not just about business cards and social media posts; it extends into every aspect of life. This was the message shared by Douglas Elliman's McKenzie Ryan, Amie Quirarte of Tahoe Luxury Properties, and Jas Takhar of REC Canada at the recent Inman Connect New York event.
According to McKenzie Ryan, a personal brand is not one-dimensional or limited to what you decide to portray on social media. It is a reflection of who you are as a person. In other words, your personal brand should be consistent across all areas of your life.
Jas Takhar emphasized the importance of differentiating yourself in the real estate market. He believes that if you don't start building your personal brand now, you will be left behind. He also highlighted the effectiveness of maintaining a social media presence in reaching potential clients. Instead of traditional lead-generation strategies like mailers and cold calls, he suggested showcasing other aspects of your life on social media.
Amie Quirarte shared an interesting example of how personal branding can extend beyond social media. She hosted a community Halloween party in Tahoe with local merchants and musicians, which attracted 550 people. After spending less than $1,000 on the party, she received three new referrals. This demonstrates how personal branding can be effective in building relationships and generating leads.
While social media is an important tool for personal branding, it should not be the sole focus. Michelle Griffith of Douglas Elliman stressed the need for a strong online presence that goes beyond just listings. Potential clients are increasingly turning to social media to learn more about agents and get a sense of who they are. It's important to have video footage and other content that showcases your personality and values.
However, it's important to note that your personal brand should be authentic and representative of who you are. Trying to fit into a mold or please everyone will only dilute your brand. Be true to yourself and let your personality shine through.
In conclusion, personal branding is more important than ever in the real estate industry. It extends beyond social media and should be consistent across all aspects of your life. By differentiating yourself, showcasing other aspects of your life, and being authentic, you can build a strong personal brand that attracts clients and sets you apart from the competition. So, start investing in your personal brand today and reap the rewards in the future.