Create a Consistent, Multi-Channeled Campaign

If Kliesen has learned anything in her more than 20 years in real estate, it’s that maintaining a respectable, well-known brand in the midst of more and more competition takes a multi-channel approach. Not only does Kliesen keep a significant web presence, which includes a site independent of RE/MAX, as well as accounts on all the major social media sites, like Twitter, Facebook and LinkedIn, but she also keeps in constant contact with her customers through more direct means like newsletters, phone calls and personal visits.

Kliesen admits that every agent should maintain an online presence, especially considering the cost-effectiveness and measurability of the return on investment, but she was quick to add that more often than not her new customers come via referral.

“When push comes to shove, when it comes time to find a realtor,” she said. “I don’t think they go online.”

Staying active online can help agents expose their brands to audiences they might not have otherwise hoped to reach, but consistently keeping up with existing clients on a multitude of levels is how Kliesen has managed to build a brand that people want to do business with.

Don’t Be Afraid to Spend Money

When agents liken themselves to their brand, they create a cohesive product that buyers will gravitate towards. Unfortunately, without an effective marketing campaign to keep your brand publically relevant, staying at the top of the market can prove difficult. But how much investment is enough investment when it comes to getting an agent’s name out there?

Building an effective campaign will demand varying levels of resources depending on your local market, but according to research from the ActiveRain Real Estate Network, the most successful agents are the ones who spend the most.

In 2012, ActiveRain found that agents spending more than $1,000 per month on professional expenses, like direct and online marketing, made nearly $50,000 more annually than their peers who spent closer to $600 per month.