Editor's note: The following is a guest perspective. Have a perspective you'd like to share? E-mail it to firstname.lastname@example.org. When I hear the word "software" I think of Microsoft. The mention of "soft drink" means Coke or Pepsi to me. Mention "search engine": Google. So how do you make your name pop into people's minds when they hear "real estate"? It's called branding Branding is the immediate association of a business name with its product type. I can think of specific agents -- from Canandaigua, N.Y., to Springfield, Ill., to La Habra Heights, Calif. -- whose names I equate with real estate success. Their agent brands are worth hundreds of thousands of dollars, maybe more. How can you create a successful agent brand? Consistency is the...
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