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Stop Relying on Your Brokerage—Build Your Own Brand! · The Real Estate Agent Playbook

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  why is it that so many agents that I'm talking to
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  are so concerned about the brand of their company
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  and they say they're not gonna get listings
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  they're not gonna get leads
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  the truth is is
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  the only brand
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  you need to be building as a real estate agent
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  is your personal brand
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  we're gonna talk about all of this
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  and why it is so
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  important for you to have a personal brand
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  and the flexibility in order to
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  create a personal brand at your brokerage next
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  stay tuned
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  what's up guys
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  Jeremy Kane with Real Estate Agent Playbook
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  talking to you today about personal branding
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  my goal is to help you get a win
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  every single day in the game of real estate
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  and if I can help you do that
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  that's a win for me
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  so if you're here for the first time
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  please like uh
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  the video throw me a comment
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  subscribe if you like it and if you really like it
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  hit that notification bell
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  we love the engagement we love to build this community
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  it's growing both on the podcast side
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  as well as the YouTube side uh
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  and Instagram now as well
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  so please head over to all the things
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  do all the things and hopefully you like this one
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  so I've talked to a ton of agents
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  whether it's you know
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  in my coaching side within my organization
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  or just within my brokerage or masterminds
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  and I'm part of
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  and I often run into this same constant thing
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  why do we need a personal brand
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  what's it going to do for you
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  the one question that I can ask
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  that can shut it down is what happens
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  the day that you want to leave your brokerage
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  or you want to you know
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  take your business in a different direction
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  will you be able to you know
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  pick up right where you left off
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  or will you have to restart from the very beginning
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  and the truth is if you spend all of this time
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  you know pitching into
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  you know a brokerage brand
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  whatever it is and you have all of their branding
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  all of their stuff everything you're hiding behind
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  you know their amazing marketing platforms
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  their amazing tech
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  all the things that truthfully
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  every single brokerage offers
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  then what happens when the time comes
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  when your agents ask you why should I choose you
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  if you have to turn and say well
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  because I work for this brokerage
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  you will be way behind
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  because the agent coming in behind you
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  is going to talk about their strategy
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  their personal brand what their reach is
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  plus they also have a brokerage in order to
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  you know put there and have
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  have the numbers and and all the things
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  not to mention some brokerages have
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  I don't know 87,000 agents in 28 countries
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  and so when you start to factor this in
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  and you have the flexibility
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  to build your personal brand
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  within your brokerage
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  because we all know that we have to have our license
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  hung at a broker you know
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  under an employing broker under a managing broker
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  if we are the managing broker
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  we have to have our own brokerage operation
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  our own brokerage name
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  and then we have all of the things that come into
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  you know the
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  the advertising rules
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  and all of that from state to state
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  but when you can bolt a personal brand onto
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  you know the things that the brokerage offers that
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  you know the consumer would be interested in
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  then this is where your business can really take form
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  and you become an entrepreneur
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  versus just like an employee of a brokerage
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  with this is all you have right
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  it's almost like the brokerages are cruise ships
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  so if you need a special marketing thing
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  whatever you need to go out and get it
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  so under your personal brand
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  you can bolt that on to your brokerage brand
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  and you are doubling the value that you can offer
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  and the reach and the noticing
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  and all of the things that the general public
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  will see in you and your personal brand
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  versus just the brokerage brand
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  so then you say okay
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  that sounds good my brokerage is very flexible
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  they allow me to build my personal brand
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  as long as I'm within the guidelines
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  I can you know
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  change colors as long as I leave the brokerage
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  you know logo and all
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  those things and it's it's within the state guidelines
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  so where do you start how do you define your brand
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  right what's your story
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  what do you want your brand to look like
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  how do you want that to be portrayed right
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  what is your core message
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  that's where I would start
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  start with your core message
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  within your target audience
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  what's the message you want to deliver
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  to your specific audience
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  and start to think about how that looks right
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  a lot of times when we think about branding
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  we think about you know
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  the colors and the logo
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  and all of the things super important
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  but not your brand
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  your story should be intertwined within your brand
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  so that you can portray that right
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  we are most equipped to help the people that we were
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  three years ago across the board
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  that includes our clients
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  you know in our personal lives
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  where were we in our real estate journey
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  where we renting where we you know
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  in our first home whatever
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  you're able to kind of not to say that you have to be
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  you know
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  exactly where you wanna be for your target audience
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  but the core messaging needs to be there
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  and then once you have that you have your story
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  then the color and the logo
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  kind of all coming into play
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  then it's about being consistent
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  show up with that brand across all brands
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  across your social media across your website
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  across your print marketing across your emails
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  everything you do should have that brand and look
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  and that brand and core value in your story
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  and so kind of work through this
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  and all it takes is just to be consistent
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  the No. 1 thing no matter what it is in this industry
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  that separates the winners from the losers
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  is consistency if you do a consistently generation
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  you know strategy and you're consistent at it
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  it will work if you have a consistent brand
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  you're consistent at it you stay up
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  it'll start to take form and you'll be happy you did it
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  if you are saying you're gonna prospect for an hour
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  and you're doing cold calling
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  you're doing this and that's what you're doing
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  every single day for an hour
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  and you get consistent
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  you're gonna get better at it anything you do
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  we have to allow for consistency to take hold
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  so that we can improve and perfect our craft
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  no different here in the brand world
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  get your branding right get dialed in
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  and make sure it's consistent across all platforms
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  all messaging
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  and all that you do as a real estate agent
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  okay
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  so now let's dial it in a little bit on social media
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  how are you gonna utilize these platforms
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  a lot of people talk to me about social media
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  we need to first off carry that brand right
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  be consistent across channels but I start
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  I talk to a lot of people
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  because the nature of our group
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  because we get the Social Agent Academy for free
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  and we're partnered with Mike Sherard
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  I get a lot of questions about social media
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  a lot of the people that join us are very interested
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  in growing their social media
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  or have a social media presence
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  the ones that are just starting out
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  how do we how do we take form pick one platform
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  the one that you use the most
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  and slowly incorporate your life into that right
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  it's I get it there's you know
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  and I'm here to tell you
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  you don't want to have your kids on
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  you don't have your personal life on
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  that's okay the camera doesn't always have to face in
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  but if you're looking at building a real estate brand
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  we need something that people will identify with right
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  real estate is hyper local
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  so if you're out to dinner
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  take a picture of the you know
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  restaurant sign
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  you don't have to post it when you're there
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  no one will know right so if you just take picture
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  take picture of food or whatever interview the
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  the manager whatever that looks like
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  you can put that information on there
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  then you tag them
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  you're you're starting grow that local presence right
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  but the point is choose one platform
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  get greatly consistent at it
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  and continue to dial it in right
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  that's that's the biggest thing so for instance
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  if you're choosing Instagram
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  you can use stories for just quick daily
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  this is what I'm doing
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  day in the life of a real estate agent in Denver
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  Colorado or wherever you might be
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  and you can kind of start to do all of the things
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  because people are going to identify with you
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  where you're at in your life right
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  sure we'll have
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  you know people that are on either end of the spectrum
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  just getting in a you know
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  buying a home
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  and were referred by somebody that's in your cohort or
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  you know somebody that's
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  you know downsizing or moving to
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  you know
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  senior living or something like that that maybe
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  you know
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  isn't your direct Avatar that will also come in
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  but the people that are gonna identify
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  the people that are within your lifestyle
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  they're doing the things that you're gonna do
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  people that are going to the parks that
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  you know with kids and that kind of stuff
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  like all of that stuff is part of your life
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  so quick easy stories again
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  you don't have to post them when you're there
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  you can wait till you leave whatever
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  be safe among all else but just make it quick
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  it doesn't have to be super refined
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  it doesn't have to be super edited
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  but if you're just documenting
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  the things that you're doing
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  in and around your town
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  people will be more interested in that
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  then
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  we can start to incorporate some of the real estate
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  stuff right
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  showing a house that's fine
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  people love looking at houses
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  but then if all the sudden if we go from you know
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  somebody who's in the fitness world to 100%
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  all you're posting is houses and market stats and
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  you know strategies
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  then that that gets people a little bit like huh
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  what happened here you know
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  so you want to make sure you filter that in
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  but the way we do that is
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  is actually expand
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  more of what we're posting within our stories more
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  you know personal type things
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  in those stories
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  and in those posts will help draw those people in right
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  I love sports I live in Denver
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  I help coach real estate agents
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  I used to coach basketball
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  I have 3 kids so all of that stuff is filtered in
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  especially in my short form content
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  but most of my posts are reels
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  and posts about real estate
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  but since I do have the stories
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  and I have the diversification of all the things
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  on that platform people can kind of see it
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  it's not just like real estate real estate real estate
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  real estate it's a lifestyle piece of of Denver right
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  I go to the Broncos training camp
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  I'm gonna do a little video on that
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  I incorporated my kids into that one
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  I have the Broncos so I'm local in Denver
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  so it just makes sense
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  it's my lifestyle that people are like oh hey
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  he must be from Denver
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  because there's a big orange Bronco on the top
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  pin to the top of his you know
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  so on and then they're like
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  oh he actually knows what he's talking about the market
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  so you just kind of filter these things in
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  and as we continue to do this
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  we build that brand right
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  and and my brokerage EXP and the group I'm in
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  the wolf pack here on my shirt
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  my hat like that's stuff that I rep
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  it's part of the brand it's it's what I what it is
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  however my real estate brand is Jeremy Kane Homes right
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  so it it's just part of all of it right
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  this branding this branding E X P
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  you know more branding towards the agents right
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  the agents that I wanna join my organization
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  that's you click below we can chat
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  but um
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  it's it's a whole different thing
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  and then Jeremy Kane Holmes right
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  orange and blue right
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  the orange sunsets of Colorado the Broncos logos colors
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  like all of these things there's all reasons for that
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  because that's where I'm hyperlocal
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  right with the Wolf Pack and EXP
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  I'm global so there's
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  there's differences
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  and there's differentiation between my brand
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  but ultimately it's all in the real estate space
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  so when we really break it down
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  what your brokerage offers helps launch you right
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  if it's you know
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  great marketing great
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  you know templates
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  all the things that gives you the
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  the launch and
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  and the foundation to do what you need to do right
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  as you grow you build this personal brand
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  and you take some of these tools
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  but you want to build your own right
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  even if I have the very best templates in the planet
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  I would take those templates
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  and add my personal brand touch to them
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  and put them out right
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  that's where I've been I've been here 11 years
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  when you're first starting
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  I get it get going
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  get going with the tools that are offered
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  they're free they're whatever
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  and then you're good to go
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  and once you do that
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  like start putting putting your own touches on it
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  your own closing gifts your own
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  you know sign design
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  your own stuff
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  and then that personal brand will start to take over
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  we still have the foundation over here
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  but we're still building this house of
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  this personal brand
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  that people are starting to identify with it
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  people are starting to follow
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  and then we're just okay
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  how do we how do we maintain and grow this right
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  consistency is the key as we've said a million times
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  and then once we're there
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  then it's just engaging right
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  especially on social media
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  respond to those comments
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  engage be in the DMs
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  engage with your you know
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  your target audience so that they can see that right
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  first and foremost people will see you as you go
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  they're at Denver you're in the same restaurants
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  you're doing this you're doing that
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  but then start to engage with those people
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  so that it grows so then maybe they're like hey
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  Jeremy Kane he's a real estate agent in Denver right
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  and you start to grow and you start to engage
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  just as you would you know
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  before social media existed right
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  it's you're going out
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  you're going to a Rocky's game
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  you're going to a Broncos game
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  you meet up with a couple friends and they're like hey
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  you know how's it going
• 12:50
  you're you're doing that
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  and then before you know it
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  you see someone you know or they see someone you know
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  and they're introducing them to you and so on
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  and your personal brand starts to carry right
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  no one says hey
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  this is my friend Jeremy when I'm at a Bronco game
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  he's at EXP Realty Jeremy Kane Holmes
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  no they say he's a real estate agent right
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  no one cares where I work or where I hang my license
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  but they do care that I'm a real estate agent
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  and then I talk to them and I start building
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  and infiltrating that conversation
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  with my personal brand and what my strengths are and
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  you know just who I am as a person right
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  so my personal brand goes across
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  you know professional lines
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  and it's it's how I live my life right
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  how I carry myself I don't mention
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  you know I don't say hey
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  do you know anyone who wants to buy and sell
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  I want them I know that I
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  I can bring them value if they are an HVAC contractor
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  electrician or whatever I can bring them value
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  so I'm I'm working
• 13:49
  I'm digging in to see exactly what they do
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  is there anything I can do to help
• 13:53
  this is all part of my real estate brand right
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  instead of me asking do you want to buy or sell
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  I say hey
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  is there anything I can do to help your business
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  or your life and if there is
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  then it comes into play then I'm like
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  oh well
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  I'm a real estate agent
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  I have a ton of clients that could absolutely use that
• 14:08
  or I move people into you know
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  that town often I would love to
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  you know give them your card and say
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  go check out your restaurant or whatever that is
• 14:18
  that's all part of my personal brand coming into play
• 14:21
  nowhere in that conversation
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  does it matter if I'm at Remax EXP
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  Real Broker or whatever
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  so just kind of understand that this is how we do it
• 14:30
  and it becomes a lifestyle
• 14:32
  becomes a part of your story
• 14:33
  and if we can carry it across
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  you know recreational fun
• 14:38
  entertaining business
• 14:40
  you know networking
• 14:41
  all the things
• 14:42
  then it's really easy to get behind that personal brand
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  and the orange and blue you know
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  logo that I use for my my production side
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  that's just part of it that's just so it
• 14:53
  people can kind of relate to it when they see it on
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  the emails and they see that kind of stuff
• 14:58
  but other than that it's me
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  it's Jeremy Kane it's who I am
• 15:02
  so just understand
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  I understand that your brokerages are great
• 15:07
  but the only reason that people are saying hey
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  you know is this
• 15:13
  are you with this brokerage
• 15:14
  is because they don't know any better right
• 15:17
  they don't know any better
• 15:18
  and you probably put it out there
• 15:20
  that you're not with that brokerage
• 15:21
  so they're asking you why
• 15:23
  why shouldn't they hire this broker
• 15:24
  from this luxury brand you know
• 15:26
  or why shouldn't they hire an agent from this luxury
• 15:28
  brand because
• 15:30
  all the agents that know anything about luxury
• 15:32
  must be in this small box that pays
• 15:35
  you know
• 15:35
  a full commission and no cap and all the things no
• 15:38
  absolutely not right
• 15:40
  so as we kind of put this to bed
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  understand that what you're projecting is probably
• 15:47
  that brand kind of awareness
• 15:50
  and that's what one of the things that you lean on
• 15:53
  right
• 15:53
  you lean on your brokerage brand when in all actuality
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  your brand is what's going to win you the listing
• 15:59
  your brand is what's going to market the property
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  sell the property do all the things
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  so why don't you put that on the forefront
• 16:05
  take that to the Mountain Top
• 16:06
  and see how that changes your entire uh
• 16:10
  business as you go so I hope this helps
• 16:12
  please like comment subscribe
• 16:14
  we'll see you next time
• 16:15
  go start building that personal brand
• 16:17
  get consistent
• 16:17
  and then work on scaling it and growing it
• 16:20
  we'll see you next time