The Reputation of Your Personal Brand: It is all about Trust!

By
Services for Real Estate Pros with ra@napaconsultants.com

As a luxury real estate marketing professional your reputation is at the core of your personal brand equity—the value of your brand.  Your reputation, your trust factor can be the deciding factor in selecting you to list a luxury property over your competition or be selected as a buyer’s representative.

Blogging is a great way to build trust over time with potential clients, providing you have something of interest to say on a subject about which you are passionate.  It is a wonderful way to build your reputation and your personal brand in the minds of potential referral sources who do not even know you personally.  But, your column must be follow-worthy and comment-worthy.  If you really want to stand out, it must be “buzz-worthy”. That is, your content must be worthy of sharing with others. To spark word-of-mouth advertising your content must remarkable.

Do you still subscribe to a newspaper? We do, but only to one: the digital edition of the Wall Street Journal where we can customize the content that we want to read and also receive news alerts of things that matter to us the most.  Personalized, customized news is readily available for free, yet we are willing to pay a nominal monthly subscription fee to WSJ for a good reason. The reason is simple: we trust the Wall Street Journal as a news source and we follow certain columnists like Walt Mossberg, whose opinion we trust. 

Walt Mossberg is the author and creator of the weekly Personal Technology column in The Wall Street Journal, which has appeared every Thursday for almost 20 years.  Walt is a perfect example of a “power journalist” and a one-man-brand.  He is an opinion leader with an impeccable reputation.

Walt is also the co-creator and co-producer of the technology industry's most prestigious annual conference, D: All Things Digital.  On allthingsd.com, Walt spells out his Statement of Ethics.  “It is more than most of you want to know, but, in the age of suspicion of the media, I am laying it all out”, says Walt.

With the general trust level for real estate agents in general, blogging can set you apart as a trusted advisor.  You may not have to include a Statement of Ethics on your blog or website. But, if you set high standards like the WSJ and Walt Mossberg, not only can you create a strong personal brand, but you can also build a solid reputation that will give you a competitive edge.

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Rainer
34,719
Barbie Burke
Respect Realty - Tempe, AZ

It is amazing how you "brand" yourself by what you do and what you don't do.  I find that in reading a lot of blogs in many different forums you really see branding at its best and worst.

February 24, 2010 09:31 AM #1
Rainmaker
476,782
Barb Szabo, CRS
RE/MAX Trinity Brecksville Ohio - Cleveland, OH
E-pro Realtor, Cleveland Ohio Homes

I still see agents here trying to beat the system, making insincere comments for the points only and posting 10 blogs a day to get it over with, but they are missing the point. It's just as you say. It's about content and sincerity, and consistency. That's how you get people to follow you. Great post.

February 24, 2010 10:36 AM #2
Rainmaker
224,645
Kirsten Lindquist
Pacific Union International - Sonoma, CA
Realtor - Sonoma Wine Country
Ron and Alexandra: Another good one. Walt is great. His analysis of the IPhone was spot on. Keep these informative posts coming....I am, after all, one of YOUR subscribers!
February 24, 2010 10:59 AM #3
Rainmaker
1,313,402
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Barbie,

Thanks for your comments.  Like you we read many blogs, and its true what you are saying.

February 24, 2010 11:04 AM #4
Rainmaker
1,313,402
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Barb:

Thanks for your comments.  I have seen the same thing, and I think those agents do not understand the blog and its value.  They learned that you have to blog, they don't know why or how!

February 24, 2010 11:05 AM #5
Rainmaker
1,313,402
Ron & Alexandra Seigel
ra@napaconsultants.com - Carpinteria, CA
Luxury Real Estate Marketing

Kirsten,

Thanks, you can count on that.  We make it a point to walk our talk, and everything we talk about we have experienced for ourselves.  We have loved Walt Mossberg's opinions and we have gotten so many wonderful tips from him for our technology needs.  We love to pass on information!

February 24, 2010 11:07 AM #6
Anonymous
Anonymous
Anonymous

Good blog.  Yes, it's about trust.  And, that's in every aspect of our lives!!!

February 24, 2010 11:46 AM #7
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Rainmaker
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Ron & Alexandra Seigel

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