Personal Branding in a Competitive Market

We all know that the housing market is full of ups, downs and unexpected turns punctuated by periods of stability. Many factors impact buyers’ and sellers’ appetites – interest rates, inflation and mortgage rates, to name a few. Regardless of the market’s current temperature, one thing remains certain: Real estate agents need to continue to attract new clients, gain new listings and grow their businesses.

A changing market doesn’t mean it’s time to drop off the radar. Now is the time to step up your personal branding. Smart and savvy personal branding is the key to staying ahead of the competition. That’s where The Studio’s Design Concierge can help.  

Just ask Trish Chandler and Lisa Harris, also known as The Bradenton Blondes. The Sarasota-area duo was looking for an opportunity to revamp their branding, show clients the right combination of their personality and experience and meet the demands of staying visible in a saturated market. With the help of The Studio’s Design Concierge, the team took on a look and feel that captured their decades of Gulf Coast expertise and memorable personas.

I had the chance to speak to Trish and Lisa about why personal branding is more important than ever and how Design Concierge helped them define who they are, what they stand for and why others should do business with them.

Why was creating a defined personal brand so important to you?

We’re competing in a sea of a thousand agents in a busy part of the country – the Bradenton/Sarasota and Lakewood Ranch markets – and we wanted someone to look at our branding and say, ‘Wow, the Bradenton Blondes.’

What were your initial goals while developing your unique brand?

We wanted a combination of fun and excellence, something that conveyed that we were professional, but still knew how to have fun. We created a presence that is captivating, unique and showcases our personality. That’s what Design Concierge has done for us, and it’s so far above anything else out there.

What was the process you went through with Design Concierge to achieve this?

We ordered a Disruptor Package with Design Concierge, which started with the professional logo. We worked closely with Design Concierge Account Manager Mike Gaudreau to talk about the brands and logos we liked and the color families we wanted to explore. Mike was with us every step of the process to help us get it exactly right. We were seeking sleek, clean lines, as well as something luxurious. We selected a concept and went through some revisions to get it exactly where we needed it. After that, we ordered brochures, email signatures and business cards with this new logo. Each piece is consistent and excellent. The whole package really speaks to who we are and allows people to make a connection with us visually.

What effect has Design Concierge’s personal branding materials had on your business?

Our business cards, website and brochures were worth the investment. We are able to get our foot in the door with potential clients looking for Bradenton, Sarasota or Lakewood Ranch real estate. They now can see that our brand shows excellence, quality and attention to detail – the very same values that we convey as agents. When times get tough, you have to focus on quality. We're representing excellence, not just in our marketing materials, but the way we do business. Design Concierge starts the ball rolling with quality pieces, and it's our job to bring that to fruition in the work we do.

What advice do you have for agents who haven’t yet defined their brand?

When you brand yourself, go with what fits your personality – everybody's different. It would behoove newer agents to think about how they want to be represented. There’s a lot of emphasis for new agents on how to get leads, and that’s great. But if you don't have some sort of materials to say who you are, you're just a wallflower.

If you’re ready to be like Trish and Lisa and invest in yourself with smart, sophisticated personal branding, head on over to the Design Concierge portfolio to learn more about what we can offer.

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