{"id":10860,"date":"2024-02-06T10:07:16","date_gmt":"2024-02-06T18:07:16","guid":{"rendered":"https:\/\/www.realtyninja.com\/blog\/?p=10860"},"modified":"2024-02-06T10:25:06","modified_gmt":"2024-02-06T18:25:06","slug":"blurred-lines-building-a-personal-brand-while-keeping-your-life-personal","status":"publish","type":"post","link":"https:\/\/www.realtyninja.com\/blog\/blurred-lines-building-a-personal-brand-while-keeping-your-life-personal\/","title":{"rendered":"Blurred Lines: Building a Personal Brand, While Keeping your Life Personal"},"content":{"rendered":"\n<p>What\u2019s the first thing that comes to mind when you hear the word <em>\u201cbrand\u201d<\/em>? Nike? Starbucks? Lululemon? I\u2019m sure the word, \u201cAncient Egypt\u201d doesn\u2019t come to mind. Yet <a href=\"https:\/\/academic.oup.com\/book\/567\/chapter-abstract\/135301261?redirectedFrom=fulltext\" target=\"_blank\" rel=\"noreferrer noopener\">commercial branding\u2019s history<\/a> reaches that far back, with the branding of cattle.&nbsp;<\/p>\n\n\n\n<p>Today\u2019s branding practices look just a<em> little<\/em> bit different than they did in Ancient Egypt. There was no SEO optimization for hieroglyphics, for one.<\/p>\n\n\n\n<p>But what does branding have to do with REALTOR\u00ae marketing? After all, agents are selling properties &#8211; not pyramids.&nbsp;<\/p>\n\n\n\n<p>While many brokerages have strong and recognizable corporate brands, a savvy <meta charset=\"utf-8\">REALTOR\u00ae who wants to stand out in the sea of competitors should also consider developing a personal brand for themselves. A personal brand is something that you own, no matter what brokerage you\u2019re at, or if you decide to switch brokerages in the future.<\/p>\n\n\n\n<p>Because like it or not, when you\u2019re a real estate agent, <strong>you are the brand.&nbsp;<\/strong><\/p>\n\n\n\n<iframe loading=\"lazy\" src=\"https:\/\/giphy.com\/embed\/VzqUY6cZu7OtacXo3Y\" width=\"480\" height=\"270\" frameBorder=\"0\" class=\"giphy-embed\" allowFullScreen><\/iframe>\n\n\n\n<h2 class=\"wp-block-heading\">Real Estate Branding of the Past<\/h2>\n\n\n\n<p>REALTOR\u00ae marketing, much like the real estate market itself, has evolved significantly over the years. After all, there were no real estate agent websites in the 18th century.<\/p>\n\n\n\n<p>The first ever printed real estate advertisement was reportedly in <a href=\"https:\/\/blog.drawbotics.com\/2018\/10\/31\/real-estate-marketing-then-and-now\/#:~:text=In%201704%2C%20the%20first%20real,intermediary%20between%20sellers%20and%20buyers\" target=\"_blank\" rel=\"noreferrer noopener\">1704<\/a>, published by the Boston News-Letter.&nbsp;<\/p>\n\n\n\n<p>Eventually technology like the telephone, radio and television would start playing a larger role in the real estate marketing space in the 19th and 20th century. Shout out to Mr. Bell and Mr. Tesla.<\/p>\n\n\n\n<p>Later in the 20th century, popular REALTOR\u00ae marketing practices would include things like bus shelter ads and mailing out listings or sold brochures around the neighbourhood.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1510\" height=\"1146\" src=\"https:\/\/www.realtyninja.com\/blog\/wp-content\/uploads\/lionel-hutz-realtor.jpg\" alt=\"\" class=\"wp-image-10861\"\/><figcaption>I bet Lionel Hutz from The Simpsons had a great bus bench.<\/figcaption><\/figure>\n\n\n\n<p>When I was a teenager growing up in a Vancouver suburb, I remember seeing one real estate agent&#8217;s face a lot on the bus stops going to and from school. One day, I went to a new friend\u2019s house and was welcomed warmly by his father &#8211; the same man on the bench, but about 15 years older in real life. I guess he didn\u2019t want to update his bus ad.<\/p>\n\n\n\n<p>It\u2019s easy for me to tease about the marketing practices of the past, but to give credit where it&#8217;s due, at the time these were innovative and forward-thinking ways of getting your personal brand out to the public without the internet. I can\u2019t even go to the bathroom without my phone nowadays.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Real Estate Branding Today<\/h2>\n\n\n\n<p>Fortunately for us, someone finally decided to invent Wi-Fi. Shout out to Ms. Lamarr.\u00a0<\/p>\n\n\n\n<p>The age of the internet has changed the landscape of the real estate marketing game. Where a REALTOR\u00ae once had only a few options to market themselves not even 30 years ago, technology today has opened up the proverbial marketing floodgates. Social media, influencer marketing, digital advertising, real estate website building, podcasts\u2026 the options feel seemingly endless.<\/p>\n\n\n\n<p>And while there\u2019s more housing inventory along with the growth of Canada\u2019s population over the years, that also means there\u2019s more agents out there competing for the same clients. Creating a unique and memorable personal brand is more important than ever today.\u00a0<\/p>\n\n\n\n<p>Not every REALTOR\u00ae needs to strive to become an influencer along the likes of Ryan Serhant and Grant Cardone, and nor should they have to. Developing and implementing a personal brand doesn\u2019t mean you have to give up your privacy or devote every waking moment of your life to your business. You can still have a thriving personal brand alongside a thriving (and private) personal life.<\/p>\n\n\n\n<p>Check out these tips on how to build your personal brand, while still keeping your life personal.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Tip 1: Develop Your Brand Identity<\/h3>\n\n\n\n<p>Personal branding is more than just a pretty logo, a catchy slogan, or an aesthetic REALTOR\u00ae website. A brand is a representation of who you are: your values, your principles, your unique qualities.<\/p>\n\n\n\n<p>When developing your brand identity as a real estate agent, it may be helpful to ask yourself some questions:&nbsp;<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>What are my goals?<\/li><li>What are my values?<\/li><li>Who is my audience?&nbsp;<\/li><li>What colours and visuals resonate with me?<\/li><li>How do I see myself?<\/li><li>How do I want others to see me?<\/li><li>What is my story?<\/li><\/ul>\n\n\n\n<iframe loading=\"lazy\" src=\"https:\/\/giphy.com\/embed\/145oN9zM5xYnn2\" width=\"480\" height=\"254\" frameBorder=\"0\" class=\"giphy-embed\" allowFullScreen><\/iframe>\n\n\n\n<p>The last question, <em>\u201cWhat is my story?\u201d<\/em>, is the one that\u2019s most difficult for our clients to answer. I mean, what does that even mean anyways to a REALTOR\u00ae? You\u2019re selling homes, you\u2019re not Harry Potter.<\/p>\n\n\n\n<p>Here\u2019s an example of what a story could look like for a REALTOR\u00ae:<\/p>\n\n\n\n<p><em>(Like Harry Potter, this agent doesn\u2019t actually exist)<\/em><\/p>\n\n\n\n<p>Harry, a REALTOR\u00ae based in Mount Pleasant (a neighbourhood in Vancouver) loves food. When he started developing his personal brand, he initially branded himself as the \u201cMount Pleasant Expert\u201d. Harry soon realized that this brand wasn\u2019t unique enough &#8211; there were plenty of agents in the area who also marketed themselves as such.<\/p>\n\n\n\n<p>He started thinking about what he truly wanted his personal brand to be. Then it hit him: food! He could combine his love of food with his real estate practice: thus, \u201cThe Foodie Agent\u201d was born. Harry started posting social media content showcasing different food spots in Mount Pleasant, especially around his listings. He also collaborated with local vendors to create unique closing\/possession gifts for his clients: his \u201cFoodie Goodies\u201d baskets would become a huge hit.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Tip 2: Choose Your Marketing Channels<\/h3>\n\n\n\n<p>Social media? OK, yeah, that sounds simple enough. But between Instagram, Facebook, LinkedIn, TikTok, YouTube, Pinterest, WhatsApp, Twitter (sorry, I mean X), Threads, SnapChat, Reddit, Discord, WeChat\u2026 and whatever is about to be invented 10 minutes after the time of this writing, it can feel overwhelming for any REALTOR\u00ae who\u2019s deciding where to market themselves.<\/p>\n\n\n\n<p>But, Spoiler Alert: you don\u2019t need to be all of them!<\/p>\n\n\n\n<p>As a real estate agent, put yourself in your potential client\u2019s shoes when choosing your marketing channels. Do you cater mostly to first-time home buyers? They may be more likely to go on Instagram or TikTok. Relocation expert? YouTube might be a good option to consider. When it comes to social media, choose two or three channels that you enjoy or are most familiar with &#8211; chances are, it\u2019s where your prospective clients are too.<\/p>\n\n\n\n<p>But while having a strong social media presence on at least a few channels is beneficial, having a real estate agent website is almost a non-negotiable today. A polished and functional website is like your brand\u2019s digital signature: it\u2019s the first place that a potential prospect will find you online. After all, it only takes a <a href=\"https:\/\/www.theguardian.com\/science\/2006\/aug\/23\/usnews.internationalnews\" target=\"_blank\" rel=\"noreferrer noopener\">tenth of a second<\/a> to make a first impression.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Tip 3: Set Your Boundaries \u2014 and Stick to Them<\/h3>\n\n\n\n<iframe loading=\"lazy\" src=\"https:\/\/giphy.com\/embed\/26tn42f4M1jbuAMM0\" width=\"480\" height=\"270\" frameBorder=\"0\" class=\"giphy-embed\" allowFullScreen><\/iframe>\n\n\n\n<p>Now, if I haven\u2019t made this clear by this stage, I\u2019ll say it again: having a personal brand doesn\u2019t mean you have to give up your entire personal life.&nbsp;<\/p>\n\n\n\n<p>Boundaries can sometimes be a tricky thing for agents to navigate. After all, most open houses and showings are on evenings and weekends, writing offers can happen&#8230; well pretty much anytime, and negotiating deals can run for hours (if not days). That being said, many REALTORS\u00ae get to enjoy the flexibility and autonomy that comes from being self-employed.\u00a0<\/p>\n\n\n\n<p>Take that same mindset of flexibility and autonomy when it comes to developing boundaries around your personal brand.&nbsp;<\/p>\n\n\n\n<p>A personal brand is exactly that: personal. You get to decide how much (or how little) or yourself you want to share.<\/p>\n\n\n\n<p>Want to portray yourself as a \u201cfamily man\u201d? Absolutely. Does that mean you have to share photos of your children\u2019s faces? Absolutely not.&nbsp;<\/p>\n\n\n\n<p>With creativity and thoughtful planning, you can still have an effective personal brand that rings true to your essence. For example, that \u201cfamily man\u201d could portray this brand through other means, like talking about family-friendly events in his community or showcasing how your listings are beneficial to growing families.<\/p>\n\n\n\n<h3 class=\"wp-block-heading\">Tip 4: Be yourself&nbsp;<\/h3>\n\n\n\n<p>\u201cJust be yourself!\u201d might be cheesy and out of a Saturday morning cartoon special, but it\u2019s a clich\u00e9 for a reason. Because it\u2019s true.<\/p>\n\n\n\n<p>Even through a digital lens, authenticity shines through.&nbsp;<\/p>\n\n\n\n<p>Today\u2019s audiences are more savvy than ever. Through exposure to a bounty of online content, it\u2019s easy for a consumer to spot a fake, a phony, a fraud, an imposter, a charlatan, a con artist\u2026. You get it. Fake isn\u2019t &#8220;in&#8221;. Being yourself is.<\/p>\n\n\n\n<p>I get why \u201cbeing yourself\u201d might be a little alarming when it comes to personal branding. As a REALTOR\u00ae, you probably want to help as many people as physically possible. But let\u2019s face it: not everyone is going to like you.<\/p>\n\n\n\n<p>And that\u2019s OK.<\/p>\n\n\n\n<p>Think about it: there\u2019s only so many hours in a day. And at the end of that day, there\u2019s only so many people you can help. You would want to attract the people that are most attracted to you: those people are the ones most likely to like what you\u2019re about, and therefore be more inclined to trust you as their agent.<\/p>\n\n\n\n<p>So go ahead and be the \u201cFoodie Agent\u201d or the \u201cFamily Man\u201d or the \u201cPink Lady\u201d or whatever \u201cYou\u201d looks like. Not everyone will like it. But the ones that matter, will.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Case Study: A Marriage and Business Come Together<\/h2>\n\n\n\n<p>Now, I\u2019ve done a lot of talk about the power of personal branding while also maintaining boundaries. But I definitely (try to) practice what I preach.<\/p>\n\n\n\n<p>Take my marketing agency, <a href=\"https:\/\/www.burkebyburke.com\/\" target=\"_blank\" rel=\"noreferrer noopener\">Burke By Burke<\/a>. I started this business with my husband Eddie in 2023. We never intended to work together. I was a Strata Manager when we met, and he was a Graphic Designer. But as fate intended, we have found ourselves as partners: both in life and work.&nbsp;<\/p>\n\n\n\n<p>But when we developed our business\u2019 brand, we were very intentional about one thing: maintaining our privacy as a couple. Yes, our brand is built on our partnership: our unique strengths and how we collaborate together to bring out the best in each other. But it was extremely important to us to keep our marriage itself as our own. You won\u2019t see us posting selfies of us kissing under the mistletoe at Christmas. That\u2019s what our personal (and private) Instagram accounts are for.&nbsp;<\/p>\n\n\n\n<p>You will, however, see us posting photos of us working together on our business Instagram account or the occasional shout-out on LinkedIn where appropriate.<\/p>\n\n\n\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1852\" height=\"976\" src=\"https:\/\/www.realtyninja.com\/blog\/wp-content\/uploads\/burke-by-burke-team.jpg\" alt=\"\" class=\"wp-image-10862\"\/><figcaption>I\u2019ll never kiss and tell.<\/figcaption><\/figure>\n\n\n\n<p>It\u2019s a fine line for us when it comes to navigating our brand. We want to be authentic with our audience while still maintaining the integrity of our private life. But by setting a strong brand identity with a clear delineation of boundaries, we feel that both our business and personal lives are thriving \u2015 without one having to compromise the other.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Livestrong Lives On: How A Personal Brand Influenced Business\u00a0<\/h2>\n\n\n\n<p>Now let\u2019s take a look at a brand that both benefitted and struggled with personal branding: <a href=\"https:\/\/www.livestrong.org\/\" target=\"_blank\" rel=\"noreferrer noopener\">Livestrong<\/a>.<\/p>\n\n\n\n<p>Founded by cyclist Lance Armstrong in 1997, it was originally known as the \u201cLance Armstrong Foundation\u201d. Those infamous yellow bracelets were everywhere at that time: I couldn\u2019t remember a time walking down the halls of my high school where I <em>didn\u2019t<\/em> see someone wearing one.&nbsp;<\/p>\n\n\n\n<p>But that all changed in 2012 when Armstrong\u2019s <a href=\"https:\/\/www.espn.com\/olympics\/cycling\/story\/_\/id\/28680574\/livestrong-charity-looks-rebuild-following-lance-armstrong-scandal\" target=\"_blank\" rel=\"noreferrer noopener\">doping scandal<\/a> came to light. The brand, so strongly associated with Armstrong\u2019s personal brand, was heavily impacted by the scandal. The brand had to disassociate from Armstrong himself: he was removed from his role as Chairman of the Board of Directors, the foundation\u2019s name was changed to Livestrong, and Armstrong\u2019s imagery isn\u2019t to be found anywhere on their website today.&nbsp;<\/p>\n\n\n\n<p>While this is an extreme example of someone\u2019s private life going public in a bad way, the Livestrong story serves as a reminder of how strongly a personal brand can be tied to a business: both the pros (a peak of $41 million in donations in 2009) and cons (the doping scandal).&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\">Now, Go Own Your Brand.<\/h2>\n\n\n\n<p>Branding isn\u2019t a brand new concept (sorry for the bad pun \u2015 bad puns are actually part of my own personal brand).\u00a0<\/p>\n\n\n\n<p>But maybe the Ancient Egyptians were onto something.&nbsp;<\/p>\n\n\n\n<p>From cattle branding to social media, branding has come a long way from the time of the Pharaohs. But the fundamentals are still the same: be unique and recognizable.<\/p>\n\n\n\n<p>When it comes to personal branding, being unique is crucial to the success of a real estate marketing strategy.<\/p>\n\n\n\n<p>Whether you refine your Instagram page, use a <a href=\"https:\/\/www.realtyninja.com\/real-estate-website-design\" target=\"_blank\" rel=\"noreferrer noopener\">real estate website builder<\/a>, or simply just decide to be more authentic in your presence, remember: you are the brand. Now go own it.\u00a0<\/p>\n\n\n\n<iframe loading=\"lazy\" src=\"https:\/\/giphy.com\/embed\/0WI1FPTxADzi6pu3Xv\" width=\"480\" height=\"270\" frameBorder=\"0\" class=\"giphy-embed\" allowFullScreen><\/iframe>\n","protected":false},"excerpt":{"rendered":"<p>A guest post from our friends at Burke by Burke.<\/p>\n\t\t<div class=\"more-link-holder\">\n\t\t\t<a class=\"more-link\" href=\"https:\/\/www.realtyninja.com\/blog\/blurred-lines-building-a-personal-brand-while-keeping-your-life-personal\/\"><span class=\"more-link-span\">read<\/span><svg version=\"1.1\" class=\"mauer-narrator-svg-arrow\" xmlns:cc=\"http:\/\/creativecommons.org\/ns#\" xmlns:inkscape=\"http:\/\/www.inkscape.org\/namespaces\/inkscape\" xmlns:sodipodi=\"http:\/\/sodipodi.sourceforge.net\/DTD\/sodipodi-0.dtd\" xmlns:rdf=\"http:\/\/www.w3.org\/1999\/02\/22-rdf-syntax-ns#\" xmlns:svg=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:dc=\"http:\/\/purl.org\/dc\/elements\/1.1\/\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" xmlns:xlink=\"http:\/\/www.w3.org\/1999\/xlink\" x=\"0px\" y=\"0px\" viewBox=\"-255 334 62 36\" style=\"enable-background:new -255 334 62 36;\" xml:space=\"preserve\"><g transform=\"translate(0,-952.36218)\"><path d=\"M-193.2,1303.7l-16-17c-0.4-0.4-1-0.4-1.4,0c-0.4,0.4-0.4,1,0,1.4l14.4,15.3H-254c-0.6,0-1,0.4-1,1c0,0.6,0.4,1,1,1h57.7 l-14.4,15.3c-0.4,0.4-0.3,1.1,0,1.4c0.4,0.4,1,0.4,1.4,0l16-17C-192.9,1304.6-193,1304-193.2,1303.7L-193.2,1303.7z\"><\/path><\/g><\/svg><\/a>\n\t\t<\/div>","protected":false},"author":2,"featured_media":10865,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"om_disable_all_campaigns":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[41,96],"tags":[],"class_list":["post-10860","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-modern-marketing","category-websites"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v25.3.1 - 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