Most Realtors consider their name to be their “brand”. This is a pretty common strategy, but usually it isn’t the most effective. A personal name is often not enough to establish a brand unless you have reached an extreme level of success; for example, consider Trump, Buffet, or Bill Gates. These people have been able to build their names to have brand value through years of media coverage, press releases, biography’s, etc. However, your everyday Realtor will find that it is hard to turn a name into a synonymous local brand. Think about this, you have 10,000 agents in your area each trying to promote their personal brand over yours, but in the same given area you might only have 200 business branded Realtors. It’s easier (and cheaper) to stand out amongst a smaller crowd of competitors than to go head to head with everyone who is using the same personal brand tactic. You are much better off creating a brand around your business than trying to brand your name!
Let’s work on an example. You could be ”Tom Jenkins Idaho Realtor”, or you could start the brand “Premiere Idaho Properties – By Tom Jenkins”. The latter brand would be easier to build, working with a logo, slogan, and complete branding package. Take this concept further, and you could create a brand that is “SEO” friendly. Another problem that can arise with self-branding – what are the chances that someone is going to search “Tom Jenkins Idaho Realtor”, or even “Tom Jenkins”? Probably little to none if you ask me.But one thing you can bet on is people in Idaho would search Google for “Idaho Real Estate” or “Idaho Properties For Sale”. Starting the brand as ”Premiere Idaho Properties” now will help you stand out on Google and other similar search attempts.
Benefits of a “Business” Realtor Brand:
- Easier to sell in the long run because the business does not revolve around your name.
- Easier and cheaper to differentiate yourself as a brand.
- Easier to be found on search engines if you create an SEO friendly brand name.
You can see how having a personal brand can be limiting and undesirable. Not only is it hard to sell in the future, but building your name recognition is a continuous uphill battle. Why not go against the grain and set yourself up with a workable business brand instead of a problematic personal one?
Article by Michael Soros