You can’t just pound a sign in the ground or put your picture on a business card and expect to sell a piece of real estate; it’s about branding yourself. It’s what sets you apart from the competition. Everything that is said, known, written or heard about you boiled down into one simple message that everyone can remember is your brand.
 
As an individual agent, you control all your communication materials and individual contacts. Be consistent, your brand is the promise you make to a consumer. This can be called your benefit statement or unique selling position.
 
Your brand should communicate not only who you are but also what a person can expect when dealing with you. You might decide that it is a different level of service a customer gets from you or the benefits of a technologically savvy agent.
 
Once you have defined your brand integrate it into everything you do. Do this successfully and you will create more than basic awareness.