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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.
PERSONAL BRAND IN THE DIGITAL AGE:
IT’S ALL ABOUT YOU
Sue Woodard, Chief Customer Officer
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.
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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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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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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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.
YOU
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.
WHAT IS A PERSONAL BRAND
WHY SO CRITICAL NOW
HOW TO BUILD A PERSONAL BRAND STATEMENT
YOUR NEXT STEPS
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.
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)
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.
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
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.
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
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.
JUMPSUIT PRINCIPLE
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JUMPSUIT PRINCIPLE
SPANX PRINCIPLE
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.
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
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.
Jesus Neri
MLO - Chicago IL
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.
WHY
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• Multi-Apping
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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.
• Multi-Apping
• Deals in pipeline longer
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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.
• Multi-Apping
• Deals in pipeline longer
• Consumer loyalty requires connection
33
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.
NAR Homebuyer Survey
• 2016 17% bought from same agent
• 2017 12%
• 2016 52% of purchases - referral to agent
• 2017 42%
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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.
KICKER: 89% of people said they’d definitely work with or refer their real estate agent
… NOT HAPPENING.
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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.
• Multi-Apping
• Deals in pipeline longer
• Consumer loyalty requires connection
• Demographic shift
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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.
Millennials as buyers37
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.
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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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
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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.
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
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.
“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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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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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
47
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.
HOW
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.
YOUR PERSONAL BRAND STATEMENT
•NOT “CREATING” IT…EXTRACTING IT
•AUTHENTIC TO YOU
•ADD SOME FLAVOR!
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.
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.
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.
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.
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.
•I HELP PEOPLE IN _______________ (WHERE)
•WHO WANT _________________ (WHAT/RESULT)
•BY PROVIDING ______________ (HOW)
•ESPECIALLY NOW, WHEN _______________(WHEN)
•AND…I’M KNOWN FOR ____________! (UNIQUE)
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.
NOW WE’RE
GOING TO DO IT
TOGETHER!
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•I HELP PEOPLE IN _______________ (WHERE)
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.
•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
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.
•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
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.
•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
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.
•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
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.
•I HELP PEOPLE IN _______________ (WHERE)
•WHO WANT _________________ (WHAT/RESULT)
•BY PROVIDING ______________ (HOW)
•ESPECIALLY NOW, WHEN _______________(WHEN)
•AND…I’M KNOWN FOR ____________! (UNIQUE)
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.
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.
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.
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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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.
YOUR NEXT STEPS:
• Audit your current image
• Build out your personal brand with content
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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.
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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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.
YOUR NEXT STEPS:
• Audit your current image
• Build out your personal brand with content
• Do not keep yourself a secret
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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.
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.
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
