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🧱 How Agents Land Dream Clients With A Magnetic Personal Brand
This week, I dive into how agents can build a personal brand that attracts their ideal clients.
Andrew Bayon
October 10, 2024
This one was sent later than I hoped, thanks to the hurricane in Tampa.
If you’re in Florida or know someone here, I hope they fared well with the storm.
So, what could your business look like if you stood out in your market & generated consistent inbound leads every month?
This playbook is with a Serhant branding expert who has helped hundreds of agents do just that.
You might just be missing one of only 3 things we’ll break down today.
With 3 case studies showing what they did:
Agent 1 closed $9M in 12 months from 1 platform in a new market.
Agent 2 closed $10M in their 1st 10 months in business
Agent 3 closed a $700k listing in only 12 weeks, posting consistently
So, if you’d like to add more inbound listings & clients, keep reading!
After you check it out, let me know what you think of it, too!
— Andrew
Playbook
So, where do you even start when building a personal brand?
Candice Carcioppolo, Senior Brand Strategist at Serhant, has helped thousands of agents, and this is her personal branding masterclass for agents.
On the podcast, we broke down 3 of her agent case studies:
Todd (in his 50's & a new market) closed over $9 million in deals within 12 months of starting on YouTube
Shane (brand new to real estate) closed over $10 million in his first 10 months with micro-events
Katherine (in her 50s) got a $700,000 listing with only 800 followers in less than 12 weeks
This is her 3C Method behind building a personal brand that lands dream clients.
1. Know Your Client Intimately
Todd, for example, focused on conservative families looking to move to Knoxville. He understood their desire for a community aligned with their values.
Shane, on the other hand, targeted luxury clients, understanding their need for efficiency and high-end amenities.
“You have to know your clients intimately. That means understanding their fears, their pain points, what they’re struggling with, what they desire.”
Todd and Shane told Candice who their most likely ideal clients were based on who they “generally” work with.
Based on your:
Interests
Hobbies
Passions
Daily life
Friend group
There are people you “generally” tend to work with. Candice says to focus on those and build content for them first.
2. Consistent, Valuable, Content
Show the journey - don’t just post just listed & just sold
Share personal interests - if you enjoy boating or walking, and so do your clients, talk about that (and how where you live affects it).
Pre-emptive answers - answer the questions your clients ask you in emails or conversations with content (scale 1 to 1 → 1 to many).
Stories - share behind the scenes of the day-to-day or week-to-week.
Todd leveraged YouTube to create long-form content about Knoxville, addressing potential clients' questions before they even asked.
Shane used Instagram to showcase the luxury lifestyle, giving glimpses of country club meetings and high-end properties.
"So if you just post just listed, do you want to sell your house? That's boring? AF.
Your followers don’t really care about that.
They don't trust you yet.
They don't know you.
They don't like you.
So if you're creating that value add that's really speaking to their desires, their pain points, their needs and what they actually want, and you're asking them to take the next right step with you.
It's not a buy a house, it's a conversation. That's how you make the sale."
Katherine's success with just 800 followers proves that it's not about the number of followers, but the quality of connections you make.
When you watch an 8 to 18-minute video on YouTube, you earn their trust by asking them to click the link below if they’re looking to buy or sell.
However, if you just posted a picture or a 30-second reel, 1 post hasn’t earned the right.
Now after a handful of value-add content, then you can make an ask:
Repetition: Mentioning the call-to-action multiple times in the video
Visual cues: Using pop-up text to draw attention to the call-to-action
Clear instructions: Telling viewers exactly what to do (click the link below)
Relevance: Tying the call-to-action to the viewer's potential needs or desires
Confidence: Being "unapologetic" about asking viewers to take action
How did Todd & Shane decide between Instagram vs. YouTube?
Todd was more long-winded and wanted to create long-format content, so YouTube was a better fit for him.
Shane was more lifestyle & design-driven, so Instagram and events were a better fit.
3. Strategic Collaborations
Shane exemplified this by creating "Real-De-Fy" events, combining real estate, design, and finance.
This allowed him to collaborate with professionals from different fields and expand his network.
"Everyone is waiting for someone to recognize them, but if you're not giving them a reason to recognize you, you're not in front of them, it's not going to happen."
Collaborations whether it’s:
Collabing on Instagram Posts
Going Live Together on YouTube
Cross Promoting on Email Lists
Hosting Events With Partners
You speed up getting attention by not just leveraging your own platform but others as well.
"It's going to take a consistent 3 to 6 months (often longer), realistically, on any platform, to start seeing the results that you want."
If you want to dive deeper into how to build a magnetic personal brand with Candice, then check out the full podcast on Breaking and Building Leaders!
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