The Core Four Shaping Your Personal Brand

In the most recent Secrets of Top Selling Agents webinar, Debra Trappen, CEO and founder of d11 Consulting, shared her expertise on how agents can develop their personal brand. According to Trappen, “personal brand is who you are, not a logo or a tagline. You don’t need a personal brand. You already have one.” In order to help agents shape their personal brand, she presents the Core Four and gives guidance on how you can leverage social media to position yourself online.

1. Values  The first step in shaping your personal brand is defining your values. Your values are who you are on the inside, and help to create the foundation for you to build your brand. As Trappen notes, “When you define your values, it helps you give your best ‘yes’s and your clear ‘no’s.” It’s all about taking care of yourself so you’ll be able to give your best to others. By prioritizing, you’ll be able to say no to good things, while giving yourself the opportunity to say yes to even better things.

2. Passions  Your passions are what drives you. As Trappen describes it, each person has a “soul tank,” and the fuel for this tank is your passions. She suggests thinking about what you’re interested in and what drives you, and then making a list of 5-10 of those things. Make “me appointments” with yourself to participate in one of these activities at least once a day to refuel your tank and take care of yourself. Additionally, use social media platforms such as Pinterest or Instagram to share your passions with others. Instagram is a great way to show your life behind the scenes and share your personal brand with others.

3. Purpose  Your purpose is what drives you, whether it’s in your personal or professional life. It is your “why.” To define your why, or your purpose, ask yourself “I ___ others.” Whether you enjoy teaching, listening to, or inspiring others, consider your purpose and how you can use it to help others. When you find your why, share it on social media. Trappen suggests creating a Facebook group to connect with others and use your purpose to inspire them. Trappen, who believes her purpose is to empower women in the business world, mentions that she creates a group specifically to reach out to these women. While this doesn’t always focus on the real estate industry, it has helped her make new connections and find new clients.

4. Niche  Your niche is something that’s specific and special to you. It makes you unique and sets you apart from others in your industry. Trappen believes that, by creating and promoting your niche, you’ll be able to attract the right kinds of people. “A niche statement helps you help others send people in your direction,” she says. Finding your niche and promoting it on your social media platforms is an ideal way to connect with others who are interested in similar things as you.

Trappen believes that the most important thing about creating your personal brand is to be authentically you. “There are millions of people who sell real estate, so being yourself is the only differentiator. If you embrace your authentic self, you have no competition. At the end of the day, no one is you.”

Be sure to register for this month’s Secrets of Top Selling Agents webinar, Rev Up Your Video Marketing – You already have the content! with Marguerite Giguere and Anne Jones.

Kiersten Spindler
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Kiersten Spindler

Marketing Coordinator at Homes.com
Before joining the Homes.com team, Kiersten earned a Bachelor's degree in English from Barry University and is currently pursuing a Master's in the same field at Florida Atlantic University. When she's not reading Jane Austen novels or dishing up a vegan feast, she's hanging out at the dog park with her whipador pup.
Kiersten Spindler
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