What your Broker Hasn't Told you about Branding

 
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Finding a footing in a new industry is always scary, especially in an industry when there's no blueprint to tell you what to do, step-by-step, and when there are countless avenues to pursue. As technology and social media progresses to have an influence on all forms of business, adapting to the evolution of real estate sales is more crucial than ever before.

For those of you who don't know, my name is D'Andrea Pelletier, and I am an opera singer, and Cofounder of Follow Me Realty here in Central Florida. If I've ever sold you a home you may know me as The Opera Realtor, and if you have a Twitter, Instagram, LinkedIn or Snapchat, we are probably connected on all platforms. Why? It's my business to know where my clients hang out, and show them who I am when I'm not showing or selling a house. Establishing myself across all platforms was crucial to my business for both prestige and credibility, because the brokerages was with wasn't going to do it for me, as they shouldn't. But they weren't teaching me how to brand myself either.

As real estate sales agents, Drew Pelletier (CEO and co-founder), and I realized that the traditional brokerage models spend countless hours and money investing in their brand, and not promote the brand of their agents. That means that your brokerage is choosing who your clients are, where you market to, and keeps you chained to the brand that your broker attracts. And that doesn't work for everyone, when you're the go-to person with your homebuyers and homesellers. That's why Follow Me Realty was born.

Follow Me Realty is an online subscription brokerage for entrepreneurs, where we help you find and brand to your specific real estate niche. This is what is called a niche marketing strategy. But what is a real estate niche?

It's simple: your real estate niche is another way of saying your target market, but both online and offline. This is one of the best things you can do as a new Realtor, and it is something that almost no Realtors do when they start. Why don't they? Because most brokers aren't teaching the importance of branding to their agents. It may be a conversation that other agents breeze over in the beginning: " I think I would enjoy helping first-time home buyers". But what do you do after that?

Start right where you are, if you like the people you surround with. If not, change your surroundings to reflect your niche. You could be the Realtor everyone knows in your church, on your street, your sorority sisters, in your PTA Group. Or you could be a relocation expert, a VA homes advocate. The niche options are endless.

Now that your know who your niche is, the next question is which neighborhoods are they in? Go there. What type of community events do your clients frequent? Attend them, and take pictures! Where are they searching for homes the most online? Your face should pop up alongside these homes, otherwise known as lead generation. Knowing this information will teach you which platforms to advertise on, and what type of blogs to post on social media. This is your Niche Marketing Strategy. Every person you know will either buy or sell a home, or know someone who is. Depending on your niche marketing strategy,

No matter what industry you're in, understanding how to market will affect your pipeline for better, or for worse. For instance, your market may perceive you as either too aggressive, or a Followup Queen. It's all reflective of your audience choice and what they respond to, so having your finger on the pulse of that niche is a daily practice.

Generating a client base is much easier when you know who your target market is, and how to find them. Homebuyers and sellers get the advantage of working with agents who are thoroughly trained to negotiate and facilitate their transactions with excellence. With the amount of content we provide to our agents daily, your home buyers and sellers will keep coming back to you because your value will exceed those of your competitors. 

Listen to our take about creating a Niche Marketing Strategy on the latest episode of The Follow Me Show, "Finding Your Niche" below. Go to Follow Me Realty for more free content and valuable Realtor information!

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