Part 1: Pick the Right Brand Category. Pick the Right Song!
American Idol judges seem to admire those contestants who know who they are in terms of their brand category (country, rock, rhythm and blues, etc) and those who stay within that genre. Real estate agent personal branding requires the same clarification of brand category. That is why selecting a niche and sticking with it is so important.
American Idol, Carrie Underwood's brand category is country. David Cook's category is pop rock. Fantasia's category is rhythm and blues. Once you clarify your brand category you must find your own "voice" or your authentic "brand signal" within that category and you must choose the right songs to showcase your unique talent.
Song choice is extremely important. Many artists fall into a trap when it comes to choosing songs. They encounter what appears to be a paradox: the choice between artistic integrity and commercialism. The trap is that the two are considered to be in opposition. Commercialism is considered the excessive emphasis on profit making. If you opt for commercialism you are selling out. But, keep in mind that American Idol is about creating commercially successful stars!
The underlying false premise here is that there is a scarcity of songs from which to choose. The truth is that there are plenty of songs that may be chosen that are both commercially appealing and right on your brand signal.
In creating your real estate personal brand, the right brand category is a niche that you can really be excited about. In luxury real estate a niche might be waterfront property or metro high-rise condos, or luxury fractionals. The key is to find a category that you can be passionate about. Then find a unique approach to represent yourself as the expert in this niche. That is what picking the right "song" is all about.
There is no scarcity of approaches. You want to resonate with the widest possible audience. For example, an agent in Florida calls prospective home seller who own very expensive estates and tells them to walk outside in 15 minutes and look up! He then gets into his helicopter and hovers over the estate and calls the homeowner back. Then he asks for permission to land on the grounds and take the homeowner for a whirl around the neighborhood as he points out all of the properties he has sold. A listing agreement is signed before he lands!
Is this your song? Pick the right brand category. Pick the Right Song for you!
Ron and Alexandra Seigel are the managing partners of Napa Consultants, International the leading luxury real estate marketing firm, specializing in web design, personal branding, and company branding. Gain the competitive edge in your luxury real estate marketplace. Visit our highly acclaimed blog, the Language of Luxury. "Get Fluent. Get Affluent!"Read the entire AMERICAN IDOL SERIES at http://www.NapaConsultants.com/popular-articles
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