There are thousands of
real estate sales professionals in Ontario and it is no secret that the real
estate industry is very competitive. Standing out and differentiating oneself
is really important to compete.
Although there are
standards and practices that must be adhered to, and these do lend credibility
to your name, are they enough to enhance your brand image? To ensure success,
one of the most effective things that you can do is to develop and establish a
brand that is you.
Many organizations who
serve the real estate community have projected the image that they believe the
consumers should expect when conversing with real estate sales professionals.
Many organizations are
affected by stereotyping based on an individual’s misuse of the system or
negative experience - the real estate sector is not exempt. Stereotyping can
have a positive impact, but in most circumstances will have a negative impact
on the organization. This is where differentiation becomes crucial, especially
in respect to developing your own brand. While your procedure and objective is
similar to the majority of other real estate sales professionals, it does not
mean you are alike.
The real estate sales
professional brand – what does it need to look like? Again, this is a hard
concept to grasp – but a few common things come to mind: professionalism,
competency, level of knowledge, and sincerity.
Your brand, needs
to be developed according to your own standards, standards that you set for
yourself and adhere to on a consistent basis. It should encompass all of your
goals and markers for success, and needs to branch out from the typical way of
doing things.
Things to consider:
-
Where you sell and what you sell.
This is an obvious one, but it is synonymous with brand image. You can’t
expect to reel in the major clients with a reputation that will not entice or
attract.
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Technology plays a major role in
most industries nowadays, and real estate is no exception. Being behind the
tech times can be extremely detrimental, especially since the younger
generations are becoming the clients of today and will be the clients of
tomorrow.
-
Another strong point of
differential is ongoing and consistent training to maintain a solid grasp on
emerging trends and popular advances in the real estate world. Perhaps more
than just the annual conference or networking is required here.
-
Accessibility also plays a key
factor. This goes hand-in-hand with embracing tech advances. Your clients need
to be able to get in touch with you, and this doesn’t just mean over the phone.
What about an industry
standard? Is it possible to set one? Is it feasible to create a set list of
expectations and raise the bar in a way that is acceptable to all members?
While it is simple to project that real estate sale professionals should be
expected to perform at a certain level, everyone has a different perception of
this level – and with very few measures in place to monitor this behaviour it
is almost impossible to ensure that everyone is holding to those expectations.
So does that mean it is a useless endeavour? We will put that to you.
In the end, just
remember: as a real estate sales professional, your success depends upon your
ability to present your brand. Everything that you do, every action, and every
communication, needs to be consistent and reflect well upon your brand. In an
industry with standards and an almost innate general perception, the best thing
that you can do for yourself is enhance your own reputation and image.
For more about brand
image and to find out about the tools to enhance it, please visit www.geowarehouse.ca.
