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Creating YOUR own Personal Brand: Unlocking success being YOU!

While getting ready for our panel discussion today, it became clear that the stage time at eXpCON 2023 would be limited. In light of this, I took the opportunity to document my thoughts and action plans regarding the topics we'll cover in our discussion.

I encourage you to explore this content, share your thoughts through feedback, and consider subscribing to both the blog and my exclusive VIP mailing list. Your engagement and insights are highly valued.


A personal brand for real estate agents is a unique and recognizable identity that sets them apart from others in the industry. It encompasses your values, expertise, and the impression you leave on clients and colleagues.

My brand embodies the essence of authentic leadership and transformation. Guided by the principles of servant leadership, empowerment for women in the real estate industry, integrity, purpose and growth. My brand, characterized by professionalism, collaboration, and excellence, offers a holistic journey that nurtures personal growth, elevates leadership skills, and creates lasting impact. In everything I do, I am committed to being the catalyst for positive change, enabling women to rise as empowered leaders in their careers and communities.


Creating a personal brand involves these steps:

1. Self-Reflection: Understand your strengths, values, and what you want to be known for as a realtor.

2. Define Your Target Audience: Identify the type of clients you want to attract and tailor your brand to resonate with them.

3. Unique Selling Proposition (USP): Determine what makes you stand out, such as specialized knowledge in a specific neighborhood or a unique approach to client service.

4. Consistent Messaging: Develop a clear and consistent message that communicates your USP across all platforms.

5. Online Presence: Establish a professional online presence through a website, social media, and professional profiles.

6. Content Creation: Share valuable content related to real estate, local market insights, and client success stories to showcase your expertise.

7. Networking: Build relationships within the real estate industry and your local community to expand your network.

Why does a personal brand matter for real estate agents?

1. Differentiation: In a competitive field like real estate, a strong personal brand helps you stand out and be memorable to potential clients.

2. Trust and Credibility: A well-crafted brand can instill trust and credibility, making clients more likely to choose you for their real estate needs.

3. Attraction of Ideal Clients: A defined personal brand can attract clients who align with your values and niche, making your work more enjoyable.

4. Long-Term Success: Building a personal brand is an investment in your long-term career, as it can lead to a steady stream of referrals and repeat clients.

Overall, a personal brand is essential for real estate agents because it distinguishes them in a crowded market, builds trust, and fosters relationships that can lead to ongoing success & profitability.


Channeling your "superpower" into a personal brand involves leveraging your unique strengths and abilities to create a compelling and authentic identity.

My superpower lies in transparency, authenticity, and a direct leadership approach. I excel at maintaining openness and honesty, often turning challenging situations into positive outcomes. This begins with being honest with oneself, regardless of the circumstances.

Here's how to create your own identity using your superpowers:

1. Identify Your Superpower:

- Reflect on your exceptional skills, talents, or qualities that set you apart as a realtor. It could be something like market analysis expertise, negotiation skills, or a deep knowledge of a specific neighborhood.

2. Align with Your Values:

- Ensure that your superpower aligns with your personal values and passions. Authenticity is key to building a strong personal brand.

3. Craft Your Message:

- Develop a clear and concise message that highlights your superpower. Explain how it benefits your clients and why they should choose you as their realtor.

4. Showcase Your Expertise:

- Create content that showcases your superpower. This could include blog posts, videos, or social media updates that demonstrate your skills and knowledge.

5. Consistency:

- Maintain consistency in how you communicate your superpower across all platforms and interactions. This builds recognition and trust.

6. Storytelling:

- Share stories and experiences that illustrate how your superpower has positively impacted your clients. Stories resonate with people and make your brand more relatable.

7. Networking and Collaborations:

- Collaborate with others in the real estate industry who complement your superpower. Networking can help you expand your reach and credibility.

8. Continuous Improvement:

- Keep honing your superpower through learning and growth. Stay updated on industry trends and adapt as needed.

9. Client-Centered Approach:

- Always focus on how your superpower benefits your clients. Your brand should convey that you're dedicated to helping them achieve their real estate goals.

10. Monitor and Adjust:

- Regularly assess how your personal brand is perceived and make adjustments as needed based on feedback and changing market conditions.

By effectively channeling your superpower into your personal brand, you'll create a distinct and compelling identity that resonates with clients and helps you succeed as a realtor.


Measuring the success of a personal brand can be somewhat subjective, but there are several key indicators and metrics that can help you evaluate its effectiveness.

I realized the importance of strengthening my personal brand when my identity became susceptible to negative influences during a collaboration. It became evident that my brand lacked the resilience to counteract the negativity associated with the partnership. This realization was reinforced by wake-up calls, including advice from influential leaders who recognized the need for action. As a result, I shifted into a proactive "clean-up" mode to improve and protect my personal brand.

Here are some ways to measure the success of your personal brand:

1. Audience Engagement: Look at the level of engagement on your social media posts, blog articles, or other content. Higher likes, shares, comments, and interaction indicate that your brand is resonating with your audience.

2. Follower Growth: Track the growth of your online presence. Increasing followers or subscribers over time suggests that your brand is attracting a larger audience.

3. Website Traffic: Monitor the traffic to your website. An increase in unique visitors, longer average time spent on the site, and lower bounce rates can indicate that your brand is driving interest.

4. Referrals and Recommendations: Measure how often you receive referrals or recommendations from past clients or colleagues. Positive word-of-mouth is a strong indicator of a successful brand.

5. Lead Generation: Evaluate how effective your personal brand is at generating leads. Are you consistently attracting potential clients who are interested in your services?

6. Client Retention: Assess how many clients return to work with you or refer others. High client retention and referral rates demonstrate that your brand delivers on its promises.

7. Market Recognition: If you're recognized as an industry expert or thought leader, it's a sign that your personal brand is strong.

Appearances in industry publications, speaking engagements, or awards can indicate this.

8. Consistency of Messaging: Ensure that your messaging remains consistent across all platforms. Inconsistencies may indicate that your brand needs refinement.

9. Competitive Analysis: Compare your brand's visibility, reputation, and reach to competitors in your niche. If you're outperforming or differentiating yourself positively, it's a sign of success.

10. Client Feedback: Solicit feedback from clients and colleagues. Their input can provide valuable insights into how your brand is perceived and where improvements can be made.

11. ROI (Return on Investment): Evaluate the financial benefits of your personal brand efforts. Are you seeing an increase in revenue or profitability as a result of your branding activities?

12. Personal Satisfaction: Assess your personal satisfaction and fulfillment in your real estate career. If your personal brand aligns with your values and goals, it can be considered a success.

Remember that measuring the success of a personal brand is an ongoing process. It may take time to see significant results, and adjustments may be necessary along the way to continuously improve and adapt your brand strategy. Have patience and never stop measuring.


A highly effective tactic for someone just starting to build their personal brand is to consistently create valuable content related to their niche or industry.

This content can take various forms, such as blog posts, videos, podcasts, or social media updates.

Here's why this tactic is crucial and how to get started:

1. Establishes Expertise: Creating content allows you to showcase your knowledge and expertise in your field, positioning you as a credible authority.

2. Builds an Audience: Regular content creation attracts an audience interested in your niche, helping you grow your online presence.

3. Engages with Your Audience: Content provides a platform for you to engage with your audience, answer questions, and foster a sense of community.

4. Increases Visibility: Consistent content can improve your visibility in search engines and on social media, making it easier for people to find you.

5. Demonstrates Your Personal Brand: Your content should reflect your unique perspective and values, helping you shape your personal brand.

To get started:

1. Choose Your Platform: Determine where your target audience is most active and select the platform(s) that align with your content format (e.g., YouTube for videos, LinkedIn for professional articles).

2. Content Calendar: Create a content calendar outlining what you'll publish and when. Consistency is key.

3. Research and Keywords: Research topics and keywords relevant to your niche to optimize your content for search engines.

4. Quality Over Quantity: Focus on creating high-quality, informative, and engaging content rather than churning out large volumes.

5. Promote Your Content: Share your content across your social media channels and engage with your audience's comments and questions.

6. Learn and Adapt: Pay attention to what resonates with your audience, and be open to refining your content strategy based on their feedback.

Starting with consistent content creation not only helps you build your personal brand but also lays the foundation for other branding strategies as you progress in your journey.


Your personal brand should align closely with your core values and business goals to ensure authenticity and consistency in your professional identity.

Here's how your personal brand can reflect your core values and business objectives:

1. Consistency: Ensure that your brand messaging, actions, and behavior align with your core values. Consistency builds trust with your audience.

2. Clarity: Clearly communicate your values through your brand. Use your values as guiding principles in decision-making, client interactions, and content creation.

3. Authenticity: Authenticity is key to a successful personal brand. Be true to your values and beliefs, as it will resonate with like-minded clients and colleagues.

4. Differentiation: Use your unique values and goals to set yourself apart in your industry. Highlight what makes you stand out and how that benefits your clients.

5. Content Creation: Create content that reflects your values and educates your audience about them. Share stories and experiences that demonstrate your commitment to your values.

6. Client Relationships: Build relationships with clients who share your values or appreciate your business goals. Strong alignment can lead to more meaningful and productive collaborations.

7. Long-Term Vision: Ensure that your personal brand aligns with your long-term business objectives. It should support your efforts to achieve your goals over time.

8. Community Engagement: Engage with communities, both online and offline, that reflect your values. This can help you connect with like-minded individuals and businesses.

9. Feedback and Adaptation: Be open to feedback and willing to adapt your personal brand if necessary. Your values and goals may evolve, and your brand should evolve with them.

10. Transparency: Be transparent about your values and how they influence your business decisions. Transparency builds trust and authenticity.

Remember that your personal brand is a dynamic entity that can evolve alongside your values and business objectives. It should be a genuine reflection of who you are and what you aim to achieve in your professional journey.


An AHA Moment

Oprah Winfrey is a media mogul known for her powerful personal brand. Her “aha” moment came when she transitioned from a local news anchor to hosting a talk show in Chicago - “The Oprah Winfrey Show.”

Here’s how her personal brand played a crucial role:

• Authenticity: Oprah’s personal brand was built on authenticity and genuine connection with her audience. She openly shared her life experiences, struggles, and triumphs on her show, creating a deep bond with viewers.

• Empowerment and Inspiration: Oprah’s brand was centered around empowering and inspiring individuals to lead their best lives. Her “aha” moment was realizing that her ability to connect with people and uplift them was the driving force behind her show’s success.

• Impactful Content: Oprah shifted her show’s content to focus on meaningful and transformative topics, such as self-improvement, wellness, and personal growth. This shift aligned perfectly with her personal brand and resonated with her audience.

• Brand Extension: The success of “The Oprah Winfrey Show” allowed her to extend her brand into various other ventures, including her magazine “O, The Oprah Magazine,” her book club, and her own television network, OWN.

• Global Influence: Oprah’s brand became globally recognized, and she leveraged her influence to make a significant impact on philanthropic efforts and social causes, further enhancing her brand’s legacy.

Oprah’s “aha” moment was realizing that her personal brand was not just about being a TV host but about being a source of inspiration and empowerment for millions of people. This understanding not only built her successful media empire but also left a lasting impact on the lives of countless individuals.


Much like Oprah – and please note, I’m not drawing a direct comparison here – my ‘AHA’ moment came when I realized that as a public figure building my personal brand, every action and word I choose carries weight. It influences not only those who support and look up to me but especially those who seek inspiration in my journey.


This has been a very thought provoking topic. Absolutely, there was a wealth of information in this single article. I plan to complement it with a follow-up video on my YouTube channel.

I regularly share articles like this two to three times every week. Be sure to subscribe to this blog.

My aim is to empower a broad community of realtors, with a special focus on supporting women in our industry to achieve success. I assure you that once we connect, I am committed to leaving a positive impact on both you and your business.

Let's Get Moving!!


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