Consistency and Patience

If campaigns are difficult to track, how do Realtors and brokerages know that they’re succeeding in their branding efforts? Tracy Ferrer, co-owner of APT Luxury South Beach Realty, says one must be consistent and analyze the bigger picture.

“The key to advertising and marketing is consistency,” Ferrer says, adding that APT devotes 20-30 percent of its budget toward branding. “If you’re consistent and your volume grows or you get more new clients or your referral business grows, then you know that your marketing and advertising works.”

Darin, whose website, DarinTansey.com, is well known in Miami Beach, said earning brand recognition took him five years at the least. Now eight years into his license, Darin has succeeded at developing a brand, and he suggests the key is patience.

“Dedicate yourself, and really put the time in,” says Tansey, who also suggests young agents seek out a veteran source to mentor them. “There is a small percentage of agents that hit a home run the first time they step up to bat; most strike out, and you have many strike outs before you get your first hit. Until you establish yourself and become a consistent player or a consistent agent, having concrete brand recognition takes some time.”