The Power of Personal Branding in Commercial Real Estate

Introduction

Remember that feeling as a teenager, eager to build wealth? I certainly did. At 18, I opened a Roth IRA and an investment brokerage account, driven by the desire to "make money while I sleep." This concept perfectly mirrors the power of effective social media marketing.

Traditionally, networking events were the cornerstone of building relationships in commercial real estate. While in-person connections remain vital, social media offers a unique advantage: reaching your audience 24/7. Imagine someone scrolling through their feed on a Saturday afternoon, encountering your insightful content while you're enjoying a day with your friends or family out on the ski mountain. This consistent, high-quality content builds your brand and establishes your expertise, even when you're not actively networking.

What is Personal Branding?

Your social media presence or personal branding is a direct reflection of your personal brand. It showcases your personality, values, and expertise to the world. My own accounts often feature a blend of my professional interests (commercial real estate in Salt Lake City, specializing in retail leasing) and personal passions: skiing, drinking tequila, trying out new group fitness classes, shopping, and getting coffee with friends. This glimpse into my life allows people to connect with me on a deeper level, even before we meet in person.

Why is Personal Branding Important in Commercial Real Estate?

In a competitive field like commercial real estate, building a strong personal brand sets you apart. While many brokers possess the skills and knowledge to succeed, it's your unique personality and approach that truly differentiate you. Clients are more likely to choose someone they connect with on a personal level – someone whose values align with their own.

Social media allows you to cultivate these connections proactively. I've encountered numerous individuals who feel they already know me through my online presence, even though we've never met. This pre-existing rapport can significantly accelerate the client-building process.

Building Your Audience: Who Are You Talking To?

To effectively leverage social media, you must understand your target audience.

Identify Your Niche

What specific knowledge or expertise do you possess? As a retail leasing broker in Salt Lake City, I have a deep understanding of local market trends, new developments, and emerging retail concepts.

Define Your Ideal Client

Who would benefit most from your insights? In my case, my target audience is primarily women in Utah aged 20-50 who are interested in local retail news and trends.

Choose the Right Platforms

Where does your ideal client spend their time online? My primary platforms are Instagram and TikTok, where I've found the most engagement from my target audience.

Creating Content that Resonates

Consistency is Key

Regularly posting high-quality content is crucial for building a loyal following.

Focus on Relevance

Share information that is valuable and relevant to your audience. This could include:

• Market Updates: New developments, leasing announcements, and industry trends.

• Local Insights: Data-driven analyses (like busiest restaurants or popular shopping destinations), local events, and hidden gems.

• Behind-the-Scenes: Offer glimpses into your daily work life and the challenges and successes you encounter.

  
  

Keep it Concise

Short-form video content (under a minute) generally performs well on platforms like TikTok and Instagram Reels.

Finding Content Inspiration

Leverage Your Professional Knowledge

Your day-to-day work provides a constant stream of content ideas. New leasing deals, market research, and client interactions all offer valuable insights.

Utilize Industry Resources

Subscribe to industry publications, attend local and national events, and network with other professionals to stay informed and discover new content ideas.

Pay Attention to Your Audience

Monitor your social media analytics to see which posts resonate most with your followers. Respond to comments and direct messages to understand their interests and preferences.

The Impact of Personal Branding on Your Career

Building a strong personal brand on social media is an ongoing process. It requires consistent effort, a deep understanding of your audience, and a commitment to sharing valuable and engaging content. By embracing this approach, you can establish yourself as a leader in your field, build meaningful connections with potential clients, and ultimately achieve greater success in your commercial real estate career.

Conclusion

If you’re interested in learning more about my journey, you can find me @retailchloe on just about every platform. I love chatting about social media and would be more than happy to help you get started on building your brand. Feel free to reach out anytime!