7 DEADLY SINS

and they don’t care for sudden changes in procedure or lifestyle. They also like activities they can start and finish.

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 Corcoran Coaching, we’ve opted for a much more affordable offering: a free 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.

Yes, understanding people, listening to their needs and wants and responding 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 living you’ll make as an agent or broker. I promise.

Best of luck to you!

7 Deadly Sins of Personal Branding 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 recimaging and messaging that is designed to ognition and help to establish credibility create a feeling. And in the case of personal and authority. However, when executed branding, it influences how you want others incorrectly, the effects are lackluster at best, to feel about you. From your photos to other and harmful at worst. To help you avoid 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 unique brand. Displayed correctly and con- deadliest sins.

Copyright©, 2015 Bubba Mills. All rights reserved. NO DIFFERENTIATION

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 also noticed two other agents in the same restaurant. Now, who do I choose? Which

‘brand’ stands out to me? What lets me know that one of them is uniquely positioned 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 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. Yes, understanding people, listening to their needs and wants and responding 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 living you’ll make as an agent or broker. I promise. Best of luck to you! NO AUTHENTICITY

Recognizable personal brands can be very You should be able to ‘breathe your brand’ clever and memorable, but if your brand in everything that you do. This is importisn’t ‘you’, it won’t last. If you try to put ant not only for your customers, but perout a persona that is different from your haps most importantly for you. There is own and the way you live your life, peo- a tremendous amount of confidence that ple will take notice over time. The most comes with knowing that you are who incredible personal brands weave pro- you portray, and that you have the habits, fessional and personal qualities into one. inspiration, knowledge and expertise to

Your brand becomes an extension of you. back it up.

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. some personality assessment tools can cost thousands of dollars, but at Corcoran Coaching, we’ve opted for a much more affordable offering: a free 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. Yes, understanding people, listening to their needs and wants and responding 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 living you’ll make as an agent or broker. I promise. Best of luck to you!

You’re spending money to market across using other people’s money’. Your call multiple platforms, so why not take the to action may change with different maropportunity to extend an invitation for keting channels or purposes, but you your prospects to engage with you? It can should always, always have one. If you be a simple call to action, such as ‘call me want people to do something, tell them first’ or more specific, ‘contact me for a what you’d like them to do. That’s how you free home staging assessment’ or ‘down- move prospects one step closer to becomload my e-book and learn how to invest ing customers. NO FOLLOW-THROUGH

Why is this included in branding, you may munication with hundreds of agents, folask? Because your brand is your bond. It’s low-through is at the top of the list when it your handshake. When you say you’ll do comes to customer complaints. You don’t something, how can people trust you if 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.