Marketing Blueprint Series: Building Your Luxury Real Estate Brand (Part 1) with Malte Kramer

Estate of Mind — The Art of Selling Luxury Real Estate

Building Your Personal Brand Will Help You Grow Your Business:

Do you consistently work on strengthening your personal brand as a luxury real estate professional? It’s important to remember that your personal branding is different from the branding associated with your brokerage. While the two may in fact be very similar, they aren’t exactly the same, and they don’t have the same impact on how your potential clients may perceive you.

Your personal branding as a luxury real estate professional is what potential clients are going to associate with you. It’s the thing that’s going to help encourage them to partner with you — and potentially refer future business your way. In order to more effectively grow your luxury real estate business, you need to make sure that your personal branding accurately reflects the type of service clients can expect to receive, and always align your website messaging with your personal branding to create a more consistent, well-rounded experience for them.

Finding Your Niche in Luxury Real Estate:

In order to set yourself apart from the competition, it’s important that you highlight the aspects of your brand that make you different from your competitors. Similarly, finding your niche in luxury real estate can also help you stand out more to potential clients. By establishing yourself as the authority in a particular type of property, you’re not only segmenting yourself as the first choice among a group of niche buyers and sellers, but you're also building out your luxury real estate brand in a more unique way that will potentially yield better results in the future.

Before you establish your niche though, it’s important to determine the set of guiding principles that you want to adhere to throughout your tenure as a luxury real estate professional. For instance, if you are determined to always respond to client correspondence the same day, make sure that you commit to doing so all the time, with every client. This guiding principle will in turn help shape your brand as a luxury real estate professional, which will ultimately help you more effectively establish a foothold in a specific luxury real estate niche.

Topics and Questions You’ll Uncover During this Episode:

• How a well-curated brand image can help set you apart from competitors
• What should be included in a luxury real estate website?
• Why establishing a niche in luxury real estate can be an effective growth strategy
• Building a personal brand image around authenticity
• How branding and reputation should impact your marketing efforts

Resources Mentioned within Episode:

• Official Website - Luxury Presence
• Official Website - Malte Kramer
• Connect with Malte Kramer on LinkedIn
• The Institute for Luxury Home Marketing