BrokerageTechnology

8 steps brokers can take to bolster their agents’ personal brands

A framework for ironing out marketing strategy

Agents can bolster their brokerage’s brand if they provide exemplary service to clients. Yet brokerages often don’t return the favor, leaving agents to fend for themselves when it comes to building a personal brand. It doesn’t have to be that way. Inman recently sat in on a consultation between a marketing strategist and an agent team at Compass, a brokerage valued at $360 million, that showed how brokerages can help agents polish the image they project to the public. The goal of the brainstorming sessions, said Mike Fabbri, who led the meeting, is “to create brand advocacy and loyalty at the agent level." Here are eight steps a brokerage can take to pull that off. 1. Establish identity. The first step to helping agents burnish their brand is to pin down who they are, what they stand for and what makes them special. Only then can a brokerage help an agent strengthen their marketing message. Fabbri, who was recently hired by Compass to “bri...