When Dallas agent Robin Austin Reed heard me speak about branding at a seminar three years ago, he immediately recognized the value in creating his own unique brand. And with his Team Rockin' Robin brand, he quickly saw amazing results as his business doubled in the first year. This is how he did it.

Hi Michael,

A lot has happened since I first heard you speak at a RE/MAX seminar in Dallas about three years ago. I immediately bought your ePOWER PRO book™, and can attribute thousands of dollars in profits to successfully implementing your teachings in my business. I’ve recommended the book to over 1,000 REALTORS®, lenders, and anyone doing business online. Being a good communicator is great, but online communication must be taught.

These practices are second nature to me now, but sometimes I stop to think that all of this came from what I’ve learned from you. I started focusing on email subject lines with simple things like using the recipient’s name in the subject to get their attention and using symbols to make the message stand out. I developed a variety of email signatures and Top Producer action plans that promote my team. It’s been a lot of fun, and it works!

I branded myself based on your seminars, books and advice, and experienced quick success with my ‘Team Rockin Robin’ concept, doubling my business in the first year I began using it. At that first seminar, you mentioned Duckin.com and how having a website that wasn’t just tied to one person’s name could be worth seven figures someday. Agents change and we make fun of them with 20-year-old glamour shots, but they can’t leave it behind because it’s their identity.

I wanted something about me but not attached to me. Rockin’ Robin is a long time nick name and kind of an alter ego. It’s been fun, it makes people laugh, and it’s memorable. It made a lot of difference in my business because it wasn’t just about me. People started saying “hey, how’s it going Rockin’ Robin?” and it took on a life of its own.

I’ve made a lot of money off the brand, and have bought and sold a RE/MAX agency in the process. But I’ve outgrown the brand, and with a recent move to Keller Williams, I’m now establishing a new brand – The Austin Reed Group. I know how to make this work for me. Rockin’ Robin won’t go away, but it will be quieter and I won’t promote it. It’s been great for homes in the suburbs under $250,000, but it’s too silly to sell million-dollar homes.

I needed a brand that is classy, more modern, quieter. In a sense I’m starting over with clients that I can give more personal attention – a cleaner, new brand in The Austin Reed Group. I’m still going to have fun with it, but until people get to know me, I can’t show them my loud and crazy side! The new website being developed for The Austin Reed Group will be a lifestyle website – not just about houses or buyers or sellers.

Once again, thanks for showing me how to put it all together…we love ‘Mr. Internet!'

Robin

Robin Austin Reed
The Austin Reed Group
Keller Williams Realty
18383 Preston Rd, Ste 150
Dallas TX 75252
Robin@RobinAustinReed.com 
972-588-8888 x 6

Thank you Robin —I love your enthusiasm (never lose that "wild and crazy" side!)

If you read Robin's comments carefully you will see that he is "evolving" his brand. He understands that the brand must be congruent with the target market he intends to dominate. So few people in this business think in those terms, yet it is not hard. It just takes putting yourself in the shoes of your target market. This means that not only do you want to know what is important to them, more importantly you want to feel what they feel because emotions always drive the decision process in human beings.

EDITOR'S NOTE: How are you currently branding your business?  What sort of exit strategy do you have planned when it comes time to "cash in"?  Fortunately, there is an easy answer to these questions. My Total Solution™ 10-Week Telecoaching Program will share those secrets and many more while taking you through step-by-step how to eliminate over 98% of your competition, work only with the kinds of people you choose, and take in as much business you want without stressing or working overtime. CLICK HERE to learn more about the most advanced training in the industry on Internet Marketing and using Virtual Assistants.

As our success story of the month, Robin will receive his choice of the three valuable tools below: (he selected the Imprev membership and will now have access to dynamic marketing tools to promote his business).
 

Remember, even if your story isn't chosen you still win because you get to see how other top performers do it. Besides, you can always try again!