building your personal brand: it’s all about you resources/sue_wo… · your personal brand...

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PERSONAL BRAND IN THE DIGITAL AGE:

IT’S ALL ABOUT YOU

Sue Woodard, Chief Customer Officer

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Proprietary and confidential. No part of this document may be disclosed in any manner to a third party without the express prior written consent of Total Expert.

Proprietary and confidential. No part of this document may be disclosed in any manner to a third party without the express prior written consent of Total Expert.

Proprietary and confidential. No part of this document may be disclosed in any manner to a third party without the express prior written consent of Total Expert.

Proprietary and confidential. No part of this document may be disclosed in any manner to a third party without the express prior written consent of Total Expert.

Proprietary and confidential. No part of this document may be disclosed in any manner to a third party without the express prior written consent of Total Expert.

Proprietary and confidential. No part of this document may be disclosed in any manner to a third party without the express prior written consent of Total Expert.

Proprietary and confidential. No part of this document may be disclosed in any manner to a third party without the express prior written consent of Total Expert.

Proprietary and confidential. No part of this document may be disclosed in any manner to a third party without the express prior written consent of Total Expert.

Proprietary and confidential. No part of this document may be disclosed in any manner to a third party without the express prior written consent of Total Expert.

Proprietary and confidential. No part of this document may be disclosed in any manner to a third party without the express prior written consent of Total Expert.

Proprietary and confidential. No part of this document may be disclosed in any manner to a third party without the express prior written consent of Total Expert.

Proprietary and confidential. No part of this document may be disclosed in any manner to a third party without the express prior written consent of Total Expert.

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YOU

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WHAT IS A PERSONAL BRAND

WHY SO CRITICAL NOW

HOW TO BUILD A PERSONAL BRAND STATEMENT

YOUR NEXT STEPS

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WHAT

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YOUR PERSONAL BRAND …NOT COMPANY BRAND

•Leads convert 7x more frequently than other leads. (IBM)

•Sales reps outsell 78% of their peers. (Forbes)

•33% of buyers trust company brand… 90% trust people. (Nielson)

•10x more followers than corporate social media accounts. (Cisco)

• 27% more optimistic…40% more competitive (Prophet)

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INTERSECTION OF PERCEPTION AND REALITY

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present…and think about you when you are not in the room.

INTERSECTION OF PERCEPTION AND REALITY

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BUILDING YOUR BRAND: THREE TRUTHS

1. YOU ALREADY HAVE A PERSONAL BRAND

2. YOU CANNOT HELP WHAT OTHERS SAY OR THINK…BUT YOU CAN INFLUENCE & MANAGE IT

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JUMPSUIT PRINCIPLE

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JUMPSUIT PRINCIPLE

SPANX PRINCIPLE

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BUILDING YOUR BRAND: THREE TRUTHS

1. YOU ALREADY HAVE A PERSONAL BRAND

2. YOU CANNOT HELP WHAT OTHERS SAY OR THINK …BUT YOU CAN INFLUENCE & MANAGE IT

3. YOUR SUCCESS IS RELIANT ON STANDING OUT …NOT FITTING IN

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Jesus Neri

MLO - Chicago IL

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WHY

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• Multi-Apping

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• Multi-Apping

• Deals in pipeline longer

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• Multi-Apping

• Deals in pipeline longer

• Consumer loyalty requires connection

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NAR Homebuyer Survey

• 2016 17% bought from same agent

• 2017 12%

• 2016 52% of purchases - referral to agent

• 2017 42%

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KICKER: 89% of people said they’d definitely work with or refer their real estate agent

… NOT HAPPENING.

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• Multi-Apping

• Deals in pipeline longer

• Consumer loyalty requires connection

• Demographic shift

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Millennials as buyers37

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Millennials as buyers

• digital capabilities and

modern user experience

• BRAND they identify with

…and still want a human while buying a home, more than other demographic

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• Multi-Apping

• Deals in pipeline longer

• Consumer loyalty requires connection

• Demographic shift

• Digital shift

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technology will not replace

the MLO or real estate agent

BUT

the MLO and real estate agent

who is using technology

to automate and elevate

their personal brand

will replace those who are not

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“When it comes to our money, we will more than likely always want to talk with a human, especially when it’s a lot of money.”

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• Multi-Apping

• Deals in pipeline longer

• Consumer loyalty requires connection

• Demographic shift

• Digital shift

• Information OVERLOAD

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Proprietary and confidential. No part of this document may be disclosed in any manner to a third party without the express prior written consent of Total Expert.

Proprietary and confidential. No part of this document may be disclosed in any manner to a third party without the express prior written consent of Total Expert.

Proprietary and confidential. No part of this document may be disclosed in any manner to a third party without the express prior written consent of Total Expert.

Proprietary and confidential. No part of this document may be disclosed in any manner to a third party without the express prior written consent of Total Expert.

Proprietary and confidential. No part of this document may be disclosed in any manner to a third party without the express prior written consent of Total Expert.

• Multi-Apping

• Deals in pipeline longer

• Consumer loyalty requires connection

• Demographic shift

• Digital shift

• Information OVERLOAD

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HOW

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YOUR PERSONAL BRAND STATEMENT

•NOT “CREATING” IT…EXTRACTING IT

•AUTHENTIC TO YOU

•ADD SOME FLAVOR!

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Santa Claus is the CEO of a non-profit organization that gives gifts

globally. With decades of experience in supply chain management

and manufacturing technology, Claus has helped turn Christmas

into the modern celebration that it is today.

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Santa Claus is the jolly, grandfatherly figure behind the single

biggest gift-giving operation in the world. Known for his

spectacular flying reindeer and wacky chimney delivery system,

Santa is a beloved cultural icon who makes Christmas the joyful

celebration it is today.

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•I HELP PEOPLE IN _______________ (WHERE)

•WHO WANT _________________ (WHAT/RESULT)

•BY PROVIDING ______________ (HOW)

•ESPECIALLY NOW, WHEN _______________(WHEN)

•AND…I’M KNOWN FOR ____________! (UNIQUE)

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NOW WE’RE

GOING TO DO IT

TOGETHER!

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•I HELP PEOPLE IN _______________ (WHERE)

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•WHO WANT _________________ (WHAT/RESULT)

WHAT DO THE PEOPLE YOU SERVE WANT AS A RESULT OF

WORKING WITH YOU?

TO EXPERIENCE THE JOY OF HOMEOWNERSHIP

A HOME TO BUILD THEIR LIFE IN

LONG TERM WEALTH BUILT THROUGH HOMEOWNERSHIP

A “WHITE GLOVE” HOME BUYING EXPERIENCE

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•BY PROVIDING ______________ (HOW)

HOW DO YOU SUCCESSFULLY FULFILL WHAT THEY NEED?

WHAT DO YOU PROVIDE?

MY FIVE STAR SERVICE GUARANTEE

THE PERFECT COMBINATION OF HIGH TECH AND HIGH TOUCH

MY 20 YEARS OF EXPERIENCE AND FANTASTIC SENSE OF HUMOR

A DEDICATED TEAM TO SERVE YOU

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•ESPECIALLY NOW, WHEN _______________(WHEN)

WHY ARE YOUR PARTICULAR TALENTS SO IMPORTANT AT

THIS PARTICULAR TIME?

THE MARKET IS SO VERY COMPETITIVE

PLANNING FOR THE FUTURE IS SO CRITICAL

PEOPLE SEEK SIMPLICITY IN A WORLD OF COMPLEXITY

PEOPLE WANT REAL CONNECTION AND GUIDANCE

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•AND…I’M KNOWN FOR ____________! (UNIQUE)

MY KNOWLEDGE OF ___ NEIGHBORHOOD, BECAUSE I LIVE THERE TOO!

TURNING CLIENTS INTO FRIENDS

DELIVERING MY HOMEMADE APPLE PIE FOR A HOUSEWARMING GIFT

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•I HELP PEOPLE IN _______________ (WHERE)

•WHO WANT _________________ (WHAT/RESULT)

•BY PROVIDING ______________ (HOW)

•ESPECIALLY NOW, WHEN _______________(WHEN)

•AND…I’M KNOWN FOR ____________! (UNIQUE)

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I HELP PEOPLE IN THE HOUSING INDUSTRY NATIONWIDE

WHO WANT POSITIVE CHANGE IN THEIR BUSINESS & LIFE

BY PROVIDING THEM WITH

TECHNOLOGY SOLUTIONS, ACTION PLANS

AND A SPARK OF MOTIVATION…

ESPECIALLY NOW, WHEN THE INDUSTRY IS

MORE CHALLENGING THAN EVER!

AND…I’M KNOWN FOR THE HEART I PUT INTO ALL I DO.

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YOUR

TURN!

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•I HELP PEOPLE IN _______________ (WHERE)

•WHO WANT _________________ (WHAT/RESULT)

•BY PROVIDING ______________ (HOW)

•ESPECIALLY NOW, WHEN _______________(WHEN)

•AND…I’M KNOWN FOR ____________! (UNIQUE)

YOUR TURN!

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NEXT STEPS

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YOUR NEXT STEPS:

• Audit your current image

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YOUR NEXT STEPS:

• Audit your current image

• Build out your personal brand with content

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CONTENT:Who is my audience and where are they?

1. Tell Stories

2. Get Testimonials

3. Pictures and Video

4. Ask a Question or for Advice

5. Relevant / Timely / Informative

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YOUR NEXT STEPS:

• Audit your current image

• Build out your personal brand with content

• Do not keep yourself a secret

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YOUR NEXT STEPS:

• Audit your current image

• Build out your personal brand with content

• Do not keep yourself a secret

• Continue to evaluate, evolve, LIVE IT

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Proprietary and confidential. No part of this document may be disclosed in any manner to a third party without the express prior written consent of Total Expert.

thank you

sue.woodard@totalexpert.com