1. 3. Personal Branding for Today’s Buyer’s Representative

2. Personal Branding Page 34

3. Your Brand as an ABR®  Specialized education and knowledge  In-depth knowledge of agency rules and regulations  Access to timely information  ABR® designation  Backed by REBAC of the NAR Page 34

4. Unique Services  Commitment to “Find the best home, location, price”  Money-back guarantee  Guidance  Bilingual services  Moving assistance  Home maintenance  Referral gifts  Free consultations with experts  Post-transaction services Page 36

5. Unique Skills Knowledge Experience Professional designations Unique backgrounds Community and school knowledge Property-specific expertise Page 37

6. Niche Markets  Neighborhoods or property types  First-time home buyers  Seniors  Life transitions  Recreational activities  Luxury home buyers Page 37

7. Personal Interests  Shared interests offer a unique home- buying experience  A clear theme, used consistently, creates memorable branding Page 40

8. Image Building and Branding >Be consistent >Promote everywhere:  Web site  Social media profiles  Letterhead  Business cards >Convey value and service expectation Page 42

9. What’s in a Name? Can you …  Use your name in a way that is memorable? Is it unique?  Rhyme with other words for a catchy slogan?  Associate your name with a picture, song, or phrase? Page 43

10. Images and Photos  Pictures of pets  Casual settings in relation to events, seasons, or activities  Niche-properties What makes this photo memorable? Page 44

11. Exercise: Image Building and Branding >Distinguishing characteristics >Unique services >Value proposition >Slogan and brand identity >Web site domain name Pages 45-46