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Real estate agents often look for ways to differentiate themselves from their competitors. One way they do this is by creating a personal brand. A personal brand is how other people see you. It is what they think about when they hear your name, see your picture, or interact with you.
Many real estate agents make the mistake of thinking that all they need to create a personal brand is a gimmick, so they might always wear a red hat or crazy tie. They might also try to set themselves apart by using pictures of their children, families or pets in their marketing materials. Unfortunately, none of these tactics meaningfully differentiate one agent from another because they don't demonstrate your expertise and ability to sell real estate.
Creating a successful personal brand that sets you apart from other agents involves accentuating the positive characteristics of your personality that make you unique, such as your individual strengths, passions, core values, talents and life experiences - and then explaining how those characteristics relate to your ability to help someone buy or sell their home.
Here are four steps to create a meaningful personal brand.
Step 1 - Evaluate Your Strengths
Your strengths are those things you do that come easy to you. They are a combination of your talents, your skills, and the knowledge you've acquired through training, life experience, and mentorship. Strengths are those activities you can do consistently on a day-to-day basis without giving the process of how to do them much thought. In addition, they are things you are passionate about and enjoy doing. Your strengths are your competitive advantages in business. They are what differentiates you from others.
Step 2 - Understand Your Prospects
Marketing is primarily about psychology. It is about understanding and empathizing with the primary concerns, frustrations and problems of your prospects and clients. What issues and problems do your prospects face? What are they most concerned with? What motivates them to buy or sell their home? To differentiate yourself from other agents, you must clearly explain your strengths in a way that is beneficial and meaningful to your prospects and clients.
Step 3 - Analyze Your Competitors
The third step to creating your personal brand is to look at what your competitors are doing. How do they market themselves? To stand out from other agents, you have to market yourself differently from other agents. Too often, real estate agents look to other real estate agents and copy what they do rather than trying new things to set themselves apart.
Step 4 - Create Your Personal Brand Statement
Finally, create your personal brand statement. This is a concise phrase that describes who you are, how you want others to see you and why that is relevant to your target audience. In addition, for your personal brand statement to effectively market your services, it must be different from what your competitors are saying. Your personal brand statement should be authentic and describe who you are at your best. How do you want others to see you? The answer should motivate you to become who you say you are - and to be the best person you can be.