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‘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. It's all part of what she calls "personality branding," a concept she'll elaborate on in a keynote talk titled "How Do We Make Real Estate Fun, Without Making It Frivolous?" from the main stage at Real Estate Connect New York City, which runs Jan. 16-18 at the Grand Hyatt New York. Nicolay is co-owner and chief creative officer of Agent Evolution, a company that builds custom WordPress sites for real estate pros and educates them on the ways to get the most out of the popular website platform. She's also an...