DEAR BROKER, HOW CONSISTENT IS YOUR BRAND?

Having a website, a Facebook page, an Instagram or Twitter account isn’t enough! Yes, your brand does exist online, but, does it show your potential costumers how good you are in the industry? How consistently amazing you are at what you do? What you are known for? Your brand?

Your brand is not the colors, fonts, and logos on your website. Your brand is the experience you and every agent provide for customers. It is a complex medley made up of every client interaction that adds up to a lot more than what you present online.

With that said, what you present online does matter. At best, your online brand is an expression of the ideals you have for your company. The experience people get in person is usually innovative and edgy so why not make the changes. Maybe add brighter colors and images or videos to make the online experience more compatible with what our customers get in the field.

To build a consistent brand, ask yourself the following three questions:

1. Do you teach agents and give them examples? If so, how often?

Sometimes what you say in the office never makes it to the field. That may be because the message isn’t communicated at all or that it isn’t communicated with enough frequency to make it stick.

If your website says you lead buyers to their dream home, then agents need to know what that means in practice. Use examples to help them understand the value. You may share a story about an agent who went beyond meeting prospects in the office and instead walked through their current home asking questions about what they loved about their current home and what they wanted to be different in the next place.

Talk about the value they can bring to the transaction and the way it is expressed frequently enough that the idea sticks with agents beyond the meeting room.

2. Do you have consequences in place if the behaviors in the field don’t line up?

Agents rarely interact with customers at the office. Why? Because they spend their time in their car and in the properties they sell. They are in the field so much you may not even see the agents for a week at a time. It’s easy for them to go rogue.

But that’s no reason to let go; your agents are an extension of your business and values. If they aren’t building your brand, they’re damaging it. That’s why you need to have a system in place for working with and coaching agents to meet your standards.

3. Do you have feedback from clients?

Having checks and balances in place ensures what you present in meetings actually happens in practice. One way to do this is to get customer feedback. You may conduct an e-mail survey or call customers to thank them for their business and ask a few questions. If you ask the customer to explain your brand in two sentences, will they be able to communicate what your website says? If so, it’s working. If not, there needs to be some accountability.

To be sure the client experience represents you well, communicate the standard regularly, have a process in place for rogue agents, and establish methods for getting customer feedback. The real-life experience is what should guide the online expression of your brand not the other way around.

Shaura Cuyan - Summit Virtual Assistant