HOW TO BUILD YOUR UNIQUE

PERSONAL BRAND

Pocket Guide
HOW TO BUILD YOUR UNIQUE PERSONAL BRAND
Whether you are a brand new real estate agent or a seasoned professional, creating an irresistible
personal brand can help you stand out from the crowd.

Now you may be asking, ‘what is a personal brand?’ or ‘can I have my own brand while representing my
brokerage?’

A personal brand is simply the “act of creating a distinct professional reputation for yourself”, according
to the global management consulting firm, Korn Ferry. (https://www.kfadvance.com/articles/
building-personal-brand). Moreover, developing your professional reputation alongside your
employer’s brand can really increase your value in the marketplace!

However, creating a unique, professional perception for yourself requires more than simply
attaching a self-proclaimed ‘influencer’ title to your LinkedIn profile and writing some posts. It also
entails committing time to self-reflect and develop a long-term strategy.

STEP ONE towards creating your personal brand is to define yourself and your core skills.
Remember, there is only ONE of you in the whole world, so don’t sell yourself short. Using the
example of the chart below, list your worth, skills and expertise that can “pull” clients to you.

YOU SKILLS & ATTITUDE

Your Values Multilingual

Your Expertise Communication

Your Goals People

Your Personality Negotiation

Your Tagline Passionate

(“always connected, communication is key”)

Positive

Professional

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The main reason to engage in personal branding is to stay top of mind with quality content and a
positive presence. Therefore, it is key that you understand and define your value. Also, think about
what you want your future value to be and how you will get there.

If you are still stuck, our personal branding statement exercise can help get you started.
Start by filling in the blanks below:

I help __________________(clients) by______________________(solving problem) which

leads to ______________(outcome).

Example: “I help Dubai real estate searchers by offering transparent services which leads to finding the
ideal property to match their personal style.”

Then make it sound like you…

Passionate about providing honest and transparent real estate services to find you the perfect property
that reflects your style. Always connected, communication is key!

STEP TWO is to define your target audience. This could include first time homebuyers, new expats,
families looking for villas in Dubailand or locals looking to buy in Umm Suqeim. At this stage, you
should also assess whether your skills and passion suit the needs and requirements of your target
audience.

STEP THREE is to define what can you give of value? The best way of staying top of mind is to be
present with quality and valuable content. Valuable content is not a series of “for sale” and “for rent”
posts. Here are some examples of things you can give that are of value.

1. First time home-buyer clinics. “Meet me at Costa Coffee the first Saturday of each
month. I’d love to buy you a cup of coffee and walk you through the entire purchase and
mortgage process.”

2. Articles and Blogs: LinkedIn provides a great opportunity for you to promote your
knowledge and professionalism through informative articles and blogs.

3. Market reports: bayut regularly provides market reports and this is your opportunity
to add your perspective, “I am a professional and I have a professional opinion about this.”

STEP FOUR is incredibly important and this is your strategy component. It is taking all of the above
and creating a social media strategy to get the right content, to the right person, at the right time. To
do this, you simply define your: goals, customers, channels, frequency and content.

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It is worth noting that sales in any field is about emotions. This is amplified when it comes to real
estate. People buy on emotions and then justify their purchase with logical and rational thoughts.
Consider how you can appeal to this golden nugget of information.

Nike is probably the quintessential example for connecting emotionally with consumers through
their “Just Do It” campaign. Consider tag lines that can you help you connect emotionally with your
target audience. “Always connected, communication is key” is an example. (others: “Passionate about
Dubai after 25 years of living as an expat. Let me share my experience and passion for service with you.”
“Connected, honest, transparent and I always pick up my phone.”)

Perhaps you have read this far and have decided, “this is not for me, personal branding.” Be aware
that everyone has a personal brand and this could be negative, positive or even neutral. Your
personal brand today is made up of:

Your posts online

Your property listings

Your email and whatsapp messages

Your professionalism on the phone

Video content you promote

Reponses to social media

We encourage you to take a critical look at your current brand and ask yourself, “could I improve this?”

The great news is you can guide and actively be in control of your personal brand. Start with the steps
above and join us at Bayut Academy to further build your personal brand.

To expand your skills and knowledge as an agent, we recommend you visit

and sign up for our workshops today.