What is the best way to build a brand?

As I write this email to you, I am sitting in an apartment in Nice, France. We're in the middle of a 6-week holiday with our 2 kids (ages 7 & 5) travelling around the UK, France and Belgium visiting family and friends.

During our time away, I've spent a lot of time reflecting on the fact that this trip (and the life we live in general) would never be possible without the experience I had selling real estate. I'm truly fortunate that I got into this industry way back in 2007 when I was just 23 years old, fresh from flunking out of university with a whole pile of debt. I'm deeply thankful for the freedom, financial security and opportunity I have been blessed with and to all the mentors and friends who have helped me along the way.

My purpose with Agent Monday is to support you in achieving whatever level of success in real estate you are personally seeking, because this is a job which allows you to set up and design whatever kind of life you desire.

During our trip, I've wandered past and stopped to look at dozens of real estate offices (I can't help myself) and perused hundreds of 'for sale' signs. But what I haven't seen is a single photo of an individual salesperson. Not one.

This experience reminds me of the unique nature of the Australasian real estate world, where local salespeople fight to build their profile, trying to become local celebrities in the process. Cruise around NZ looking at real estate signboards and anyone would think this must be the approach that works. Many individual salespeople who achieve success quickly become major local brands in their own right, building sizeable teams with GCI numbers higher than many small offices.

And yet, how much of all of this profile-building is actually necessary? Is it just a copycat phenomenon? We see another agent with a massive photo of themselves on their signboard, so we think we need the same? Or is there more to it?

I'm sure there are highly successful salespeople here in Europe making huge incomes, just like in all markets. But certainly the NZ / AUS model with it's salesperson celebrities would allow for more income disparity between the haves and the have nots? The big listers and the won't-last-6-months types?

The nature of our market likely makes it harder for newbies to get started, to win business against the 'team so & so' brand. But I have always believed that an important part of success in real estate is having an abundance mentality. There are always commissions to be made if you are prepared to do the work. No matter how new you are to the game, or how low-key your profile might be.

And that's because...

A big local profile might get you a foot in the door, but that's all. And it's nowhere near as powerful as a personal referral.

Referrals mean so much more than billboards and bus backs. And while some personal promotion is, of course, worthwhile, I believe the public can tell when we are too busy promoting ourselves, as opposed to the houses we should be trying to sell. They can sense when we are focused on our own success more than that of our clients.

You don't need to be a celebrity to win the business

Do you know a tradesperson who is so in demand that they turn down work?

My personal builder has no website, no google business page, no social media, no sign-written car or billboards. But they are always busy. Always in demand. Why? Because they do great work and all their business comes via referrals.

Their expertise and their reputation are their profile.

One of the challenges around profile building for real estate salespeople is that most of the typical avenues aren't in any way useful to your consumer. Bus backs, billboards, just sold flyers, and large agent-focused signboards don't provide extra value to a potential client. They are all about the salesperson.

Instead of those tired and expensive approaches, stand out from the crowd and win hearts and minds by helping as many people as possible.

• Contribute to community groups without expectation of personal promotion. Note: Your time is worth more than any financial contribution.
• Offer advice to buyers and be generous with your support.
• Communicate regularly with your database and share educational articles answering common real estate questions.
• Drop that same value add content in your farming area.
• Be kind to nervous buyers who are making an offer with zero chance of acceptance.
• Make the most of every enquiry that comes into your business.
• No one wants to be 'prospected', so focus on connection instead.
• Share hyper-local sales information that helps your contacts make educated decisions.
• Let open home visitors know the sale result of every home they visit.
• Connect potential clients with local tradespeople they can trust.
• Use creative giveaways like an emergency contact fridge magnet.

Key Takeaway

Communicate regularly with potential clients in your local market. Get your name out there and make sure as many people as possible know who you are and what you do.

BUT, do it in a way that's focused on helping those potential clients. Educating, supporting them, and helping them make smart real estate decisions.

Make your marketing about the customer, focused on what they need.

If you can get that balance right and follow it up by doing a great job, you'll end up with all the business you could ever need.

Have an epic week!

Andrew Duncan

PS. Do you have a question or real estate situation you would like help with? Simply reply to this email and get in touch.