In successful organizations, everyone is a strong performer — so how can you stand out? To clearly set yourself apart and define your value and what you bring to the table, it’s crucial to have more than just a good reputation. You also need to have a strong personal brand. 

What is a personal brand? 

It can be easy to confuse your reputation and your personal brand, but the two are not interchangeable. Everyone has a reputation — how you communicate, the type of experience you deliver to your clients, what you bring to the table, and more. Your reputation is a culmination of experiences that people have had with you, and the opinions and beliefs people have formed about who you are as a person. 

On the other hand, your personal brand is something that you purposefully craft. Think of it as how you want people to see you. While your reputation is built on your credibility, your personal brand is built on the values that you expressly and outwardly represent. 

Why your personal brand matters in commercial real estate 

In commercial real estate, so much of your success is tied to the experience of your clients and the service you give to them. Your personal brand goes a long way toward delivering on this. In commercial real estate, your personal brand can: 

• Establish your credibility ahead of time. A well-crafted personal brand helps to demonstrate your expertise and your professionalism — all before a client even meets you. This helps to build trust and credibility early on with potential clients. 
• Set yourself apart from your competitors. The commercial real estate marketplace is saturated with agents and brokers. To help distinguish yourself, build your personal brand to help set you apart from other agents, making it easier for clients to remember you when searching for an agent. 
• Help to build your online presence. It’s no secret that we are living in a digital world. Today, most clients research agents online before they even make their first point of contact. By developing and honing your personal brand, and sharing it across multiple platforms, you will make a strong and positive first impression, encouraging potential clients to get in touch with you to learn more. 
• Attract the right clients for you. By clearly communicating your values and your areas of expertise upfront, your personal brand will help attract the right clients to you. These are the clients who are also most likely to become loyal, repeat customers.

How to build your personal brand

To help define and build your personal brand, you first want to think about the niche you want to serve. Think about your specific areas of expertise, as well as the types of clients you want to work with. This will help you laser-focus your potential clients and your brand message.

Next, think about what sets you apart and why clients should choose you. This is your value proposition. Use this to craft your message, and then share your message across your website and social media platforms. Lastly, keep your face out there. Network throughout your community, to keep your name top of mind and to position yourself as a trusted asset in the commercial real estate space. 

RealNex is a CRM tool that can be used by commercial real estate professionals to work more efficiently and improve their productivity. At RealNex, we offer an incredibly powerful, yet amazingly simple, end-to-end solution. To learn more about RealNex and see samples of the products that we offer, visit our website. When you are ready to experience the RealNex difference for yourself, schedule a demo or contact us today — we’d love to talk with you!