Your marketing materials don’t just sell a home. They sell you.

As I discussed in my recent posts about branding yourself, marketing is an important extension of your personal brand; especially for real estate agents. Great marketing requires a consistent look and feel to back up your brand image. At a base level, that means careful consideration of your marketing materials.

Every flyer, email, brochure, drop card, ad, yard sign – in fact, everything you share with prospects, clients and media – reflects who you are. Quality matters; low-end, poorly-produced collateral negatively impacts your brand and your business. In any business, you have to spend money to make money – and that includes spending money on printed materials as well as electronic ones.

The most successful agents out there today are consistent in how they do business, and especially in how they promote themselves. They apply their resources, invest in marketing materials to create and protect their brand, which in turn protects their business, which in turns gets them the business. You get the point, right?

Think about how your current marketing materials represents your personal brand. Do your emails, market reports website and flyers talk about what makes you stand out from the crowd? Are they consistent with your ads, videos and postcards, and with how you present yourself in person? And most importantly: are you memorable? Make sure that the impression, and the materials, you leave behind are positive and outstanding.

Remember, it isn’t just a one-time investment. Your personal brand image and how you promote it are ongoing responsibilities. Jay Conrad Levinson, author of Guerilla Marketing, says: “Marketing is not an event, but a process… It has a beginning, a middle, but never an end, for it is a process. You improve it, perfect it, change it, even pause it. But you never stop it completely.”

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