'Personality branding' should be fun, not frivolous

Real Estate Connect Q&A: Nicole Nicolay

In 2005, real estate blogger, trainer and entrepreneur Nicole Nicolay was looking for a fun way to stay top of mind within her sphere. So, she started dancing.

Eight years and more than 500 dances later, her YouTube "dance grams" — in which Nicolay turns on her webcam in her home office, blasts some pop music, holds up a handwritten dedication note and starts dancing — have become her "most effective source of lead generation," she said.