Compared to all the other real estate professionals in America, what makes you special?

Phrased that way, this might feel like an intimidating question. But rest assured, there is an answer. The way you respond shapes your business in profound ways.

Here are examples of ideas other real estate experts like you have had:

• "I'm special because nobody else knows the Borough of Brooklyn like I do."

• "I'm special because I truly understand what goes into senior downsizing."

• "I'm special because I bring years of negotiating experience to my clients."

The question is, how can you communicate your advantages so your leads will know and remember them? The solution is found in online branding.

Online branding is crucial because the majority of your future clients will find you online first. They might read about you on your website weeks or months before they actually expect to reach out to a real estate agent.

The first impression you make helps determine whether you're the one they eventually choose.

Exactly What Is a Brand, Anyway?

To clear up confusion, it helps to understand what branding is not:

• Branding isn't just about your values, even though your values are part of your brand

• Branding isn't just about your visual identity, such as your logo, color scheme, or fonts

• Branding isn't just what you say about yourself, but also what others say about you

You can think of branding as a structured and intentional approach to communicating what you want others to know and remember about your business. Branding isn't just visual; it's everything you put out into the world, including how you interact with people professionally.

Likewise, things other people say about you — such as reviews on third-party sites like Yelp — become part of your brand when someone learns about you by reading them. But if you've taken time to think deeply about your brand, you'll be able to positively influence even the factors you don't directly control.

What Do You Want Your Brand to Represent?

There are several questions you can ask yourself to get to the heart of your brand:

• Who Is Your Ideal Customer?
  After a little time getting used to the industry, this is the most crucial question any real estate pro can ask. All branding is directed "to" someone, and you'll need to know that person's characteristics. Marketing to first-time Millennial homebuyers is very different from marketing to Baby Boomers. Who do you want to serve, and what are their pain points? What demographics do they fall into? How do they research real estate issues?
  
  
• What Is Your Mission?
  You might think of your mission as your promised experience, what you want to deliver for everyone who picks you over the competition. For the agent focusing on those Millennials, it might be something like: "Make the home buying process easy and stress-free for people aged 30-40 searching for their first home." Whatever you choose as your mission, it's most effective when you can express it in a single succinct statement.
  
  
• What Can You Provide That Others Don't?
  Scroll back to the beginning of this article and take another look at the three answers people gave when they were asked what makes them special. Each statement provides insight into what they have to offer that most other real estate pros won't. Since everyone brings their own unique perspective to real estate, each person has their own grab-bag of specialized skills that can differentiate them from their colleagues.

Three Ways to Express Your Unique Brand Online

Once you have clarity on your brand, here's how to bring it to life online:

• Blog Regularly in Your Areas of Expertise
  Every blog post serves as a preview, a tantalizing taste of the value you can offer when someone chooses you as their agent. By publishing regularly, you strengthen your credentials as a local expert. In the process, you can also raise your visibility in online searches on topics relevant to your business.
  
  
• Embrace Branded Real Estate Video
  Video truly is the next best thing to being there. It's not just for listings, either: it's the ideal way to introduce yourself to new website visitors. The more video content you produce, the more chances people have to feel like they know and trust you. Some agents augment practically all of their blogs with video.
  
  
• Amplify Your Voice on Social Media
  Instagram, Facebook, and LinkedIn all provide amazing opportunities to further your brand. Take the time to lavish attention on every element of your profiles, from header images to headlines. Then, share new content as it comes out. That should encompass blogs, videos, new listings, and any news that matters to you.

With best-in-class marketing automation, Delta Media Group helps you showcase your brand with confidence. Contact us to learn more.