The Grocery Store Moment That Changed Everything

It was an ordinary evening, a few years back. We were on our way home from the office, and decided to stop at the store to pick up a few things we needed.

Inside, we ran into a woman we hadn’t seen in a couple of years, the adult daughter of a client we had helped through a major downsizing and home sale. She was kind, cheerful, and greeted us with: “Oh, it’s Mr. and Mrs. RE/MAX!”

We chuckled... but then came the story we didn’t expect.

She told us that her oldest daughter (our past client's granddaughter) had recently called our office because she wanted our help with buying her first home. But she knew how busy we must be because the person, who had answered the phone, had told her daughter: “They’re not available right now, but someone else can help you.”

And just like that, what was supposed to have been our piece of business, had been handed to someone else. Not intentionally. Not maliciously (we hope). But likely because of how we had positioned ourselves.

We Had Been Doing It All “Right” -  Or So We Thought

See, back then, we were doing what so many agents still do: Promoting the brokerage and the company. Sharing generic, company-branded posts. Plastering their logos on everything. We thought we were being good team players. 

But here’s what we didn’t realize: We weren’t building our brand, we were building theirs.
So much so that our past client’s daughter thought we were the owners of the brokerage, and assumed anyone at the office was part of “our” team.

What she didn’t realize, and what we had apparently failed to make clear, was, that we were just agents. Independent contractors, operating under that company’s umbrella, but ultimately responsible for growing our business.

And in that moment, standing in the frozen food aisle, stunned, it hit us:
We needed to differentiate ourselves. We needed to be clear in everything we did. 

What Is Personal Branding and Why Does It Matter?

A personal brand is the way people perceive you. It’s the story you tell. It’s how someone knows, without hesitation, that you are the one they want to work with, not just anyone in your office.

Without a clear personal brand, people may remember you, but they won’t be sure how to find you, connect with you, or choose you again. Especially not, if you're not keeping in touch consistently. (That's why automation is another key to success in your business). 

They’ll remember the name of your company, or maybe the office location, but if they’re not clear on your identity, they won’t even know they’re looking at your marketing.

And worse? They might end up working with someone else entirely, thinking it’s all the same.

What We Did Next

After that grocery store moment, we changed everything.

We branded ourselves, not the office.
We refined our messaging, our co-branding visuals, and our voice.
We started building recognition as the go-to people for downsizing because of our unique marketing, sincere care and the guidance and support we were providing.

This became our 'in' for attracting our ideal clients - and everyone we were being referred to as a result of doing a great job for them. There was never again any misunderstanding: We were the ones they wanted, by name, not just any agent with our office. 

Today, helping agents build a personal brand that stands out is at the heart of what we do, because it’s not just about marketing. It’s about making sure your effort is building your business, not someone else’s.

The takeaway?
Your personal brand isn’t optional. It’s essential.
If you don’t define it, someone else will benefit from all your hard work...