We often talk about the imperative of personal branding, in the highly competitive world of luxury real estate marketing. Now, with social media leveling the playing field your website is accessible more than ever before, and the need to stand out is mission critical. Having the best “packaging” is often the determining factor in selecting an agent online because consumers are pressed for time and they have the power to quickly move on to check out your competitors in a single click.
Today, we were in the book store. Alexandra was looking for a book and I snapped this picture of the “Women’s Interests” section in the magazine racks. The layout of the covers on just about every magazine in this category looked almost identical. With the exception of one magazine, every cover has a picture of a model surrounded by words intended to hook buyers. Doesn’t this remind you of the plethora of agent websites with head shots that look so much alike? Even the content is the same.
Statistics show that most books and magazines are selected solely based on the cover, the graphic imagery and the messaging. It is the same online. Think of your personal brand as your book cover or your magazine cover. Certainly, there is much more to your brand than this. But, if you are looked over because you blend in like the majority of magazines in any given category your shelf life is going to be limited and you will not have a chance to deliver your valuable service as often as you would like.
It is important to understand that in blending in and looking like everyone else in the luxury arena you are not demonstrating your marketing savvy. More than ever the luxury seller is looking for the individual who understands the importance of standing out in an ocean of me too.
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