3 Branding Secrets That Got Me Where I Am Today

When I was cast on Million Dollar Listing, I was renting out studio apartments—not selling million-dollar homes. I wasn’t even close to the agent I am today in terms of my knowledge, sales volume, or reputation—and I was up against people who had all three. But I was 100% certain about my personal brand, so I led with that; I showed up to the casting as a confident, media-savvy salesperson who would make up for the million-dollar listings I didn’t have with sarcastic one-liners and a killer camera presence. It worked; My brand was what ended up landing me the opportunity.

Branding is about what you choose to show people about yourself; It’s about going beyond what you sell and digging deep into your core identity to highlight what makes YOU special. Successful branding makes you stand out from your competition—and I’m going to share three of my secrets that will help you do just that.

Branding Secret: Discover your “And.”

The first step to branding is to break down your identity down into two things: What you sell, and something else that you’re known for—which I refer to as your “And.” For example, maybe you sell cars and you also served in the Air Force for ten years. Maybe you sell real estate and you’re a Celtics superfan. Your “And” is just as important as what you sell, if not more; It’s what makes you memorable and different. Without it, you’re just a salesperson like everyone else—but with it, you’re someone unique who has more to offer people than just selling something.

Luxury real estate is what I sell; my media presence—whether it’s a Bravo show, a YouTube video, online content, or a podcast—is my “And.”

Branding Secret: Use content to stay in front of leads.

Wherever your potential clients are is where you need to be creating content. Assess your market and determine whether a newsletter, Facebook ads, Instagram page, TikTok account, or any combination thereof will reach the most leads. You need to focus on quality, of course, so don’t overextend yourself on too many platforms. Make sure you’re posting at peak days and times, that you’re adding value and serving a purpose, and that you incorporate your “And.”

Now, here’s the part that might surprise you—the quantity of your content is actually just as important as the quality. Here’s why: The average American buys or sells a home just once every thirteen years, which means you have to keep a lead’s attention for thirteen years before they’ll need your services. You’re playing the long game here, why being consistent and regular with your content is so crucial in order to see the payoff. Be patient! And be consistent.

Branding Secret: Amplify your visibility and credibility.

If you’ve ever heard me talk about “shouting it from the mountaintops,” this is what I mean. It’s amplifying your brand by expanding your audience, building credibility, and raising your public profile.

Look to offer industry commentary (pitch an article to your local paper), book a speaking engagement (reach out to your alma mater), and create partnerships with agents, developers, or local businesses who can help raise your profile. Also, look to your clients! Use your “And” to your advantage to secure a review or referral; If your “And” is that you make amazing homemade cookies, send a batch in your client’s favorite flavor as a closing gift. If she posts it on Instagram and tags you, you’ll get priceless visibility and credibility.

The takeaway…

Branding is the most powerful tool we have (next to our mindset, of course) to create the success we want. My branding took me from renting studio apartments to building a media company, launching my own brokerage, and becoming a top-producing agent in New York City. I promise, if you want what I have, YOU CAN DO THIS, TOO. If you want to learn more about personal branding, get on the waitlist ASAP for my upcoming course.