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Brokers, how to create and leverage your personal brand

As brokerage and real estate industry leaders, we know it is important to create an effective brand strategy for your brokerage, but have you thought about how your personal brand impacts your organization?

While your brokerage has unique, defined characteristics and operational properties that steers it towards its goals, your personal attributes can often play a huge role in supplementing the entire process. Here’s how to leverage your personal brand as a leader in real estate.

Talk the talk and walk the walk

Your vision and goals should be in alignment with that of your brokerage. If they’re not, you might want to revisit your desired outcomes and see if you’re actually leading your team in the right direction, or make sure that your personal or development goals are parallel to the ones of the brokerage, otherwise priorities can be separated very quickly.

This requires not only talking the talk, but walking the walk, as they say. What you stand for is ideally also translated into the messages and goals of the brokerage as a whole in order to attract and maintain agents with the same vision and values.

Be authentic (take accountability, show up)

Authenticity can go far when it comes to leadership, and also creating a personal brand that sets you apart from other industry leaders. When we show up as leaders, and take accountability for our actions, we allow for an environment that sets expectations among employees and agents to do the same.

This is important as a brokerage leader, when paces can change at any given moment, and agents as well as staff can be quick to jump ship when they don’t feel like they are being led by leaders who care or support them and their needs. 

Find what makes you unique

Everyone has a unique defining characteristic that sets them apart from others. This is no different when it comes to leadership. Again, the same way your brokerage may have a simple differentiation strategy, you may have a leadership style or expertise that stands out from others in the industry.

Use this to your advantage, as your positive effects as a leader in your brokerage can help attract high-performing agents, retain them, and, ultimately, support the growth of the brokerage from every touch point. Leaders worth remembering are the ones who are not afraid to be different, when they know the outcome supports the entire organization, and not simply self-interest.

Marion Weiler is a brokerage consultant and CEO at Weiler International LLC.

This column does not necessarily reflect the opinion of RealTrends’ editorial department and its owners.

To contact the author of this story:
Marion Weiler at

To contact the editor responsible for this story:
Tracey Velt at

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