Positioning in the property sector: how a personal brand influences customer choice
A personal brand is becoming as important in the property sector as it is in other industries. It is a tool that helps the estate agent or property manager to communicate effectively with the target audience. Personalisation helps to capture the potential buyer’s attention and position them towards you.
Building a personal brand becomes an essential element of property managers’ professional strategy. Presenting yourself as a competent specialist means you can connect with potential clients. In turn, a personal approach helps to build trust. When the client perceives the manager not only as a professional but also as a person, the level of trust increases significantly.
The benefits of a personal branding strategy
A personal branding strategy has considerable advantages for both property managers and estate agents looking to strengthen their position in the market. Not only does it differentiate you from your competitors, but it also builds strong customer relationships. This contributes to long-term success. Consider the key benefits of this approach:
1. Reveals a person’s personal qualities. A personal brand is a way of demonstrating personal as well as professional qualities to an audience. For example, involvement in charitable projects or community initiatives helps clients understand the manager’s values and compare them with their own. This can be a key factor in choosing a professional.
2. Improves the perception of the profession. The property management sector is often criticised. Proper positioning in the media and social media can help mitigate negative perceptions of the sector’s representatives.
3. Increased recognition. Implementing a branding strategy helps to introduce the professional to a broader range of consumers. It makes the manager and their projects recognisable. The client is more likely to remember a particular professional who has become known through his active presence in the media.
4. Clear expectations. A solid personal brand provides you with the ability to clearly outline your service offering. This empowers clients to understand precisely what they can expect from working with you. This approach also helps to avoid working with clients who cannot be successfully engaged.
A personal branding strategy can be implemented in two ways:
1. Referral programme. In this case, existing clients recommend the professional to their friends. A high level of trust and loyalty facilitates this.
2. Online promotion. The Internet offers a variety of ways to implement the strategy. The most popular way is social networks, which help to interact with the public on a regular basis. Another way is to promote the site in search engines. Increasing the position in the output for specific queries allows you to attract already interested users.
Contextual and search advertising works well. The level of investment here will depend on the results expected.
Building a personal brand should start with defining your goals. Then, you can choose an advertising option that fits your vision.