By Ron & Alexandra Seigel, Partners--Napa Consultants, International

Your Personal Brand Signal

From a personal branding standpoint, success in luxury real estate marketing is all about striking the right cord with your target market. By virtue of our very existence we send out broadcast signals about who we are. What signal are you sending out? Are you resonating with the buyers and sellers that you want to attract as clients? Is your personal brand easy to decipher for your target market?

Your success in attracting the right people and circumstances depends on the clarity of your signal. This applies to personal relationships as well as business relationships.At the core of your broadcast is your passion for what you are doing. Are you passionate about marketing luxury real estate?If not, people will pick up on your mixed signals and your self-contradicted message. This is tantamount to a hiss or a crackling sound from a radio signal when it is not quite tuned in to the correct broadcast signal.

Static reduces the fidelity of your message. Eventually, people turn off to you and your message. Static comes from not knowing who you are and pretending to be what you are not. When your signal is clear you attract the very people who are seeking your signal.

Here is an example from nature. Orchids come in many varieties and shapes. Each species has a specific flower suited to a particular insect that will fertilize it. The shape attracts the right insect and repels all others who would be useless to that plant's procreation, but precisely right for another variety.

Marketing yourself has to be the same as the orchid. When you know your own signal it becomes easy to decide who is right for you and also where to spend your productive time and energy. You have to stay true to your signal. You cannot waver, if you want to consistently attract the right referral sources, customers or clients.