Real Estate Agent Personal Branding

By Ron Seigel and Alexandra Seigel

Dialing-In to Your Inimitable Brand Signal

This is part of article series entitled: Real Estate Agent Personal Branding: Learning form American Idol. It is a fun and easy way to learn the principles of personal branding. You do not have to be an Idol fan to enjoy!

Perhaps the biggest challenge for luxury real estate marketing professionals, when it comes to personal branding, is consistently maintaining your true brand signal and not just imitating others. Dialing-in to your own original signal and staying true to that signal without imitating others can be a daunting task. It requires factoring out what other people think about you while still matching the needs and expectations of your target market.

You must strike a balance between giving people what they want and expect and delivering that in your own inimitable way. Playing it safe by conforming to what has been tried and already accepted can become a trap if approval of others is what you are seeking. Pleasing yourself is all important. Imitation is a cop-out.

For a couple of weeks, Lil Rounds was not dialed-in to her brand signal. You can almost hear the static in her voice, like a radio that is not quite tuned into the station. Simon said, "This was, to me, you singing to stay in the competition with a safe song". In earlier weeks, Lil was an original. Once you have heard her clear, pure signal it is not difficult to sense when she is off signal. But, can she hear the static too?

Sometimes you just have to get off signal to more clearly know how to dial back in. It is a matter of fine tuning. This applies in all forms of branding. In the case of American Idol, the contestants get instant feedback from the judges. As a luxury real estate marketing professional, you can master the personal branding "dial-in" process yourself without outside judges. Just become sensitive to the way you feel when you are on your true signal and recognize how you feel when you are off signal. Being spot on signal feels great. Everything else does not feel as good.

Ron and Alexandra Seigel are the managing partners of Napa Consultants, International the leading luxury real estate marketing firm, specializing in web design, personal branding, and company branding. Gain the competitive edge in your luxury real estate marketplace. Visit our highly acclaimed blog, the Language of Luxury.