Most people are aware that effective branding can promote recognition for businesses, products and even events. If a brand is consistent and easy to recognise, it can help people feel more at ease doing business with such reputable companies or purchasing their products.
It is the same for personal branding. People adhere to familiarity, and a quality provider will usually experience repeated business.
Multi-national technology company Amazon founder, CEO and president Jeff Bezos said it best: “Your brand is what people say about you when you are not in the room.”
Personal branding is the intentional and continuous effort to influence public perception favourably towards an individual. But why does personal branding matter for a property agent?
Given that real estate dealings often involve face-to-face transactions, personal branding enhances the believability of real estate agents (REAs) and negotiators (RENs).
Unlike new project sales where prospective buyers are likely to be influenced by property developer’s brand, buyers in the sub-sale market are often more influenced by the agent and condition of the property itself rather than the real estate agency selling it.
Successful and sustained personal branding efforts enhance credibility and could position an individual as an authority in the industry while differentiating himself or herself from competitors.
This, in turn, leads to greater influence, wider networks and better prospects for the individual. Here are four personal branding tips for Malaysian property agents and negotiators:
1. First impressions matter
Bear in mind when meeting real estate prospects that there is only one chance to make a great first impression.
Dressing appropriately and projecting an approachable character goes a long way in nurturing a relationship with prospects.
Preparing talking points in advance and doing a little research beforehand on the clients wants and needs projects an image of professionalism and knowledgeability.
Even if the deal falls through, clients who are impressed by the property agent they’ve dealt with are more likely to request for their services again in the future.
2. Be a thought leader
Imagine being pestered daily by a sales promoter sending out spam mails - that is the same image one portrays by continually sharing sales posts or property listings relentlessly with social media followers.
Instead, strive to provide more value to your followers by sharing valuable knowledge and advice on property related matters in addition to the occasional property listing.
From a personal branding standpoint, doing so is more likely to gain trusts from the audience while promoting yourself as a property agent who educates and informs the community.
Here is a pro tip: Share StarProperty articles on your social media pages and give your thoughts on the matters the article addresses.
Be sure to avoid sharing controversial comments and unverified information that could damage your reputation.
3. Position yourself as an area specialist
Specialising in an area is another way to stand out amongst other agents and negotiators. Agents who specialise in an area are also better versed with property prices and amenities in the vicinity.
Hartamas Real Estate (Malaysia) Sdn Bhd associate director Christopher Chan advised agents and negotiators to specialise in the area they live in and join residential associations to access a wealth of information.
Doing so has enabled him to stay up to date with developments in the neighbourhood and in turn, keep other members of the community informed.
StarProperty can help you position yourself as an area specialist, drop us an email at firstname.lastname@example.org to find out more.
4. Strive to win awards
Industry accolades are the ultimate form of recognition and badge of legitimacy for an agent or negotiator.
To be declared an award-winning agent or negotiator will undoubtedly elevate one’s status among industry peers and the public in general.
Plus, announcements of award winners on a major local newspaper and the social media channels of a reputable media conglomerate could likely do wonders for one’s real estate career and personal branding efforts.
With that in mind, the premier awards event for agents and agencies by StarProperty returns for its fourth year. The StarProperty Awards 2020: Realtor Edition is scheduled to be held in November and calls for entries are ongoing.
The awards have 31 categories for real estate agencies to compete for and 26 categories for agents and negotiators to participate in.