Survival in real estate is all about providing value. This very idea has been the topic of discussion for real estate agents and brokers on many levels lately as we evaluate the future of our business.

Let’s talk about the future of your business.

How does an agent navigate the ever-changing waters of real estate? How can agents prove that they are valuable to their potential clients?

The key word is branding.

Branding has many definitions that all dance around a central idea.BusinessDictionary.com has one of the best descriptions in my opinion:“Branding aims to establish a significant and differentiated presence in the market that attracts and retains loyal customers.”

From where I sit, there are six key ways to brand yourself as an agent while working for a larger brokerage. 

1. Target your audience

Targeting your ideal clients helps you create marketing materials geared toward their needs in real estate.

If you are speaking to a single group of people in your efforts, you are more likely to strike a nerve, solve a problem or connect on a deeper level. 

The biggest benefit of targeting your audience is that, if you know who you are looking for, it’s much easier to find them. 

2. Get personal

There is a reason every high-level real estate coach in the world will teach you to put a picture of your kid, your spouse or your dog in your listing presentation. It’s personal.

Building a lasting business requires trust and commitment. These are built from emotion.

These traits aren’t achieved by pushing the latest listing or the recent sales from your company. You build trust and commitment by pulling back the curtain and bringing people behind the scenes to show why you do what you do.

3. Communicate your values

Expanding on the personal aspect of your brand are values. These are vital in determining what and who you market to. 

What are your core values in business? Not your company’s, but yours. Most brokerages will keep their core values on a vague or broad level. This is where you, as an agent, can get specific.

Marketing strong character, honesty, and consistency go a lot farther than the latest listing you sold in two days in a seller’s market. Push the values behind the actions and you will create fans.