I get asked this question a lot from both new agents and seasoned agents who have been in the business for a while. So if you’ve found yourself asking this question yourself, don’t worry.  You’re not alone. Eventually, every agent asks the question, “What can I do to stand out more from my competition?”


And it’s an important question to ask.

Above all else, there are two key things I recommend you do that will have a tremendous impact on how well you stand out from the rest of the agents in your market – and as a pleasant side effect, will leave you feeling more confident about the business you’re building than ever before.

I’ll cover them briefly here and then expand on each of them in later articles where I can spend more time on the nuts and bolts of each.

Golden Rule #1 – Identify and Develop Your Personal “Brand”

What is your personal brand you might ask? Its not uncommon to hear people using the words “branding”, “advertising” and “marketing” in the same way, however they are three very different things. 

Your brand is not just your business card, or your logo, it’s essentially the personality that people associate with you and your business often before they even decide to do business with you. It’s what your customers make an emotional connection with and what needs to make them feel like they couldn’t dream of doing business with anyone else but YOU.

In fact, you’ll find that professionals who take the time to develop their personal brand have a distinct advantage over those in the same field who don’t – especially when it comes to businesses like real estate that operate in local markets where competition can be fierce.

The rules for personal branding are very similar to the ones that we follow for corporations. Aside from a few variances, the bottom line is the same.

Your goal is to:

  • stand out from your competition
  • be memorable
  • to identify with the target market
  • and make your audience feel like you’re the only one they want to work with

There are several things that help define your brand, including your:

  • business philosophy
  • messaging and tone
  • style and visual expression
  • colours
  • logo
  • tagline or usp (unique selling proposition)

But once you have identified your personal brand, then what?

Golden Rule #2 – Consistently Express That Brand In Every Channel

Let’s assume you’ve already taken the first step and either on your own or with the help of a professional, have identified and developed your personal brand. What’s next?

The next step is to begin “expressing” your brand consistently in everything you do – at every touch-point throughout your prospects and customers’ experience in every marketing channel you participate in.

That means being religiously consistent about the colours you use, the tone you speak and write with, the image you present, how you handle customer care and your after-sale follow-up process, etc.

In future articles, we’ll dive into each of these in more detail. But for now, here are the takeaways for this first article:

  1. Give some thought to what makes you different than all the other agents in your market place and then crystallize those elements into a formal “brand description” you can use moving forward
  2. Once you’ve identified your personal brand, make a commitment to start expressing your new brand consistently – in everything channel you participate in – immediately. That includes your personal website, social media accounts, print marketing collateral, etc.

This article was contributed by:

Kathy Williams
Principal and Senior Strategist,
Kanvas Marketing Group Inc. | “Build Your Brand – Online”