Friday, 23 January 2015

Flashback to Personal Branding

As an up-and-coming marketer, I find this blog a very good place to reflect upon personal experiences - especially those which come from realising I am seeing things in a new way, thanks to my education and new skills from the Master of Marketing program. One such experience has come from Sydney’s real estate market and my search for the perfect new home.

That being said, I’ve come to modify my personal brand in a new way - a way in which it is purely seeming to be dependant upon the property’s personality, or the agent listed with the property. My personal brand has become a shape shifter, and I don’t think it should be. So, I think it’s time I looked back into the fundamentals of our personal brand as marketers.

First, we should be consistent. When working with a real estate agent, you would probably assume you have to frame yourself in a certain way to leave the best and most lasting impression. That may be the case - you could even leave your business card so they remember you when you’re calling back or having a second viewing. After all, you want to make the cut in preliminary applications and have a reference from the agent to the owners. With the property listed and seen below, there are probably hundreds of people in the Sydney area looking at this individual townhouse. And if you are professional, and come prepared with a completely filled application, you’ve probably made their life easier. But, do you fit the desired profile yet?

Second, your personal brand may be adaptable, but you may also need to get business done and move on to other things. Companies like Meriton are prepared for any and all profiles of tenants. Chances are your personal brand will even stay more in tact working with these agents because they just want the cold hard facts; can you afford it or not? This isn’t an instance where you have to market yourself, and it’s actually better because you’re not trying to be something or someone you’re not, simply to find a roof to put over your head.

Ultimately, the property search was strenuous. I thought behaving the way I usually do, being honest about my job, my academic history, and even my nationality, are more important than faking it until I make it. Some owners may think certain profiles aren’t trustworthy enough, but then how would students begin to market themselves and start building a rent history, if no one will give them a house? I guess, it’s all going to have to be trial and error, as long as your personal brand doesn't get taken down in the process.

Christine Drpich
Current student in the Master of Marketing program at the University of Sydney Business School

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