12 minute read
7 DEADLY SINS
Compliants are thinkers. They’re always wondering how things work. They want practicality, logic, fairness and a systematic approach. When talking to thinkers give facts, documentation and data. They seek accuracy. They’re motivated by standards of high quality, limited social interaction, detailed tasks and logical organization of information. some personality assessment tools can cost thousands of dollars, but at 7 Deadly Sins Corcoran Coaching, we’ve opted for a much more affordable offering: a free DIsC assessment. Just visit www.corcorancoaching.com/behavioralstyle. of Personal Branding php and you’ll be guided through a quick questionnaire to learn your own dominant style and how to read others as well. What is a ‘personal brand’? Just like com- sistently (across all marketing platforms), pany or product branding, it’s built around a well-defined brand can elevate agent recYes, understanding people, listening to their needs and wants and responding appropriately all take work and attention. But because real estate is a people imaging and messaging that is designed to create a feeling. And in the case of personal branding, it influences how you want others ognition and help to establish credibility and authority. However, when executed incorrectly, the effects are lackluster at best, business, it’s simply a must. And the better at it you become, the better to feel about you. From your photos to other and harmful at worst. To help you avoid living you’ll make as an agent or broker. I promise. brand images, elements and even content, the pitfalls of personal branding, we’ve there is a lot that goes into creating your compiled a list of what we feel are the 7 Best of luck to you! unique brand. Displayed correctly and con- deadliest sins.
Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Branding is not about being known for real estate agent who expressed to us that Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international your profession. It’s about being known she was already well branded in her area. consulting and coaching company that specializes in performance coaching and for being different in your profession. If She stated, “When I walk into a restaurant the implementation of sound business systems into Real Estate Companies, Mortgage all agents were the same, how would your in my community, people already know Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 customers know who to choose? Lack of differentiation is by far the #1 personal I’m a real estate agent.” And while that is a great start, it’s nowhere close to sucor visit us at www.CorcoranCoaching.com. branding sin. We love to tell the story of a cessful branding. Let’s assume I walked
into that restaurant and noticed her. But I ‘brand’ stands out to me? What lets me also noticed two other agents in the same know that one of them is uniquely posirestaurant. Now, who do I choose? Which tioned to serve my needs? and they don’t care for sudden changes in procedure or lifestyle. They also like activities they can start and finish. NO FOCUS
In business, you can’t be all things to all side of your specific focus. That would be Compliants are thinkers. They’re always wondering how things work. people. Many have tried and failed. In or- quite difficult. It does mean that, over time They want practicality, logic, fairness and a systematic approach. When der to have a successful business and brand, (if done correctly), you will do more and talking to thinkers give facts, documentation and data. They seek accuracy. you must clearly define your ideal custom- more of the exact kind of business you They’re motivated by standards of high quality, limited social interaction, detailed tasks and logical organization of information. er and how you will super-serve that customer. In other words, declare and develop a specialty. By being focused, it does NOT want, and conversely, even stop doing the kind of business you don’t want. And that’s what a great brand is designed to mean that you stop doing all business out- accomplish. some personality assessment tools can cost thousands of dollars, but at Corcoran Coaching, we’ve opted for a much more affordable offering: a free NO AUTHENTICITY DIsC assessment. Just visit www.corcorancoaching.com/behavioralstyle. php and you’ll be guided through a quick questionnaire to learn your own dominant style and how to read others as well. Recognizable personal brands can be very clever and memorable, but if your brand isn’t ‘you’, it won’t last. If you try to put You should be able to ‘breathe your brand’ in everything that you do. This is important not only for your customers, but perout a persona that is different from your haps most importantly for you. There is Yes, understanding people, listening to their needs and wants and responding own and the way you live your life, peo- a tremendous amount of confidence that appropriately all take work and attention. But because real estate is a people ple will take notice over time. The most comes with knowing that you are who business, it’s simply a must. And the better at it you become, the better incredible personal brands weave pro- you portray, and that you have the habits, living you’ll make as an agent or broker. I promise. fessional and personal qualities into one. Your brand becomes an extension of you. inspiration, knowledge and expertise to back it up.
Best of luck to you! NO CONSISTENCY
Copyright©, 2015 Bubba Mills. All rights reserved.You can have a recognizable and memo- cards, postcards, brochures, etc. Other peorable brand, but if you don’t display those ple don’t see them nearly as often, so don’t Bubba Mills is co-owner and executive vice president of Corcoran Consulting and branding elements correctly and consis- apply or compare your own habits and Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international tently across all of your marketing plat- exposure to theirs. Repetitiveness in marconsulting and coaching company that specializes in performance coaching and forms, it does you little good. In order to keting is not only a good thing, it’s essenthe implementation of sound business systems into Real Estate Companies, Mortgage Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational and education speaker, coach and mentor to the top real estate agents and mortgage companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 accomplish this task well, you must step back from your marketing and see it the way others do. You see your social media tial for retention. Once you determine the overall messaging and look of your brand, that look should continue across literally or visit us at www.CorcoranCoaching.com. channels every day. You see your business every marketing platform you touch.
NO CONTENT
The ultimate goal of personal branding is comfortable producing is the key to keeping to become known as an authority in your chosen niche. That means that you must it simple. No one wants to be bogged down with producing content. But on the flip side, and they don’t care for sudden changes in procedure or lifestyle. They also demonstrate the knowledge, expertise and/ like activities they can start and finish. no one knows how much you know until or experience to back up your position. you share it. Great content demonstrates Content that best expresses you and your your knowledge and helps your customers Compliants are thinkers. They’re always wondering how things work. brand could be as simple as a series of photos, quotes, e-books, video shorts, etc. Choosing the type of content you’re most at the same time. In addition, it serves another purpose with search engine optimization and attracting prospects online. They want practicality, logic, fairness and a systematic approach. When talking to thinkers give facts, documentation and data. They seek accuracy. They’re motivated by standards of high quality, limited social interaction, NO CALL TO ACTION detailed tasks and logical organization of information.
You’re spending money to market across multiple platforms, so why not take the opportunity to extend an invitation for using other people’s money’. Your call to action may change with different marketing channels or purposes, but you some personality assessment tools can cost thousands of dollars, but at Corcoran Coaching, we’ve opted for a much more affordable offering: a free your prospects to engage with you? It can should always, always have one. If you DIsC assessment. Just visit www.corcorancoaching.com/behavioralstyle. be a simple call to action, such as ‘call me want people to do something, tell them php and you’ll be guided through a quick questionnaire to learn your own first’ or more specific, ‘contact me for a what you’d like them to do. That’s how you dominant style and how to read others as well. free home staging assessment’ or ‘down- move prospects one step closer to becomload my e-book and learn how to invest ing customers. Yes, understanding people, listening to their needs and wants and responding NO FOLLOW-THROUGH appropriately all take work and attention. But because real estate is a people business, it’s simply a must. And the better at it you become, the better Why is this included in branding, you may ask? Because your brand is your bond. It’s munication with hundreds of agents, follow-through is at the top of the list when it living you’ll make as an agent or broker. I promise. your handshake. When you say you’ll do comes to customer complaints. You don’t something, how can people trust you if Best of luck to you! want to be that person. Putting an incredible you don’t follow through with your prom- message and image out there isn’t enough. ise? This is often the element that people You must live up to those standards with Copyright©, 2015 Bubba Mills. All rights reserved. forget altogether. And in fact, in our com- every customer, every transaction
Bubba Mills is co-owner and executive vice president of Corcoran Consulting and Tonya Eberhart is the Branding Agent to Business Stars and founder of BrandFace®, LLC. Coaching Inc. (www.corcorancoaching.com/programs, 800-957-8353), an international Michael Carr is America’s Top Selling Real Estate Auctioneer & BrandFace® partner. consulting and coaching company that specializes in performance coaching and Together, they focus on personal branding and marketing designed to help real estate the implementation of sound business systems into Real Estate Companies, Mortgage professionals become the face of their business & a star in their market. BrandFace® Companies and Small Businesses. Bubba Mills is a nationally recognized inspirational for Real Estate Professionals is a book, professional speaking series and an exclusive and education speaker, coach and mentor to the top real estate agents and mortgage workshop for agents, and is currently active in 18 U.S. states, Canada and New Zealand. companies. To find out more about Corcoran Consulting & Coaching, call 1-800-957-8353 For more information, visit www.BrandFaceRealEstate.com.or visit us at www.CorcoranCoaching.com.
PATRICIA LLERAS
PATRICIA LLERAS
Patricia Lleras came to the United States from Colombia, where she had previously managed her own advertising agency. After settling down in New Jersey, she shifted her focus to real estate. It wasn’t always easy; Patricia had to enroll in English classes and find her foothold in a new country. But all her work paid off when she attained her license and finally achieved the American Dream. “Coming to this country truly changed my life,” she says. “Yes, it took a lot of effort, but here I’ve found a lifestyle and career that I love.”
Today, Patricia is a Realtor for Weichert Realtors where she assists clients throughout Bergen County and the surrounding areas. Offering more than twenty years of sales experience, she has cultivated a process around personalized service and open communication for all her buyers and sellers as she is bilingual speaking both English and Spanish. “My clients know they can come to me—no matter what,” she says. “They trust that I will be there for them whenever I’m needed.”
When listing a home, Patricia offers her clients a variety of resources. On top of sharing their homes
over a series of targeted digital and social media campaigns, she also sends out promotional postcards to the area and leans on her extensive professional network to extend a home’s reach throughout the community.
Elsewhere, Patricia is just as detailed when assisting her buyers, standing for their needs and educating them on the nuances of their transaction. Moreover, she leans on her expert knowledge of her region to help her clients make informed decisions on the market. “You have to be proactive,” she says. “I’m always here for my clients. Starting with the buyer’s consultation, I guide them through the process and make sure they understand each step.”
Through the years, Patricia has earned a terrific reputation around New Jersey, with the vast majority of her volume coming from either repeat clients or referrals. When asked about the key to her success, she emphasizes the importance of empathy. “I always put myself in my clients’ shoes,” she says. “I want to see what they want, so their best interests can be my best interests. After all, the strongest business strategies emerge from serving your clients, rather than looking out your own wallet.”
When she’s not with clients, Patricia can be found mentoring the up and coming agents at Weichert Realtors, showing them how to market themselves and work smart when handling buyers, sellers and rentals. Outside her career, she enjoys spending time with family or participating in silent auctions for breast cancer awareness.
Going forward, Patricia has strong plans for the future of her business. In the coming months, she will be earning her broker’s license and continuing to build on her momentum. But above all, she most looks forward to the relationships and new opportunities that lie ahead. “As you get to know a client, you become a part of their family,” she says. “I just love seeing the look on their faces when I give them the keys to their dream home; that sense of satisfaction and gratitude keeps me driven to help them long after the deals are done.” To learn more about Patricia Lleras
email plleras@weichert.com, visit www.patriciallerasrealtor.com or call (201) 673-4865
