Training & Business Development: How to Completely Reinvent Your Brand and Survive the Process

RISMEDIA, Sept. 19, 2007-To survive in a shifting market, agents often use a variety of strategies; such as getting back to basics, expanding their Web presence or identifying a new niche.San Diego-native Jim Abbot took that concept a step further, when after establishing a very successful real estate practice in the community of Rancho Bernardo, California. He made the decision to completely shift his geographical focus-to the heart of the downtown San Diego business district.

Besides the logistical issues of physically moving his entire staff and office to a new location, a bigger challenge loomed for this $60 million a year agent; he had to completely redesign his team’s image to reflect their new urban focus. No small feat, Abbot tackled it with his signature determination, researching the community, the professionals who lived there and what attracted them to that lifestyle. Then he set about re-imagining his brand to reflect this new focus.

In this week’s RISMedia/iSucceed Business Development and Training Call, Abbott talks about why the establishment of a brand is important, how branding works and how to measure its impact on your clients. He explores the subject of client recognition and its connection to client service opportunities, brand portability and the perception in the public’s mind.

One of the foundations of establishing a brand, says Abbot, is the importance of creating your own identity separate from your parent company. Abbot explains that since real estate is a “person-to-person job,” corporate brand recognition is not nearly as important as individual brand recognition; after all, when the public makes a decision on a Realtor, it’s ultimately based on personality, not the company behind the personality.

Abbott is a fourth generation native San Diegan and the managing partner of Jim Abbott and Associates, Prudential California Realty. Proud of the place he calls home, Abbott has for over 20 years made the success of hundreds of homeowners his top priority. Now he focuses on the urban professionals living in the vibrant downtown area of San Diego, an exciting and challenging market wholly different from his previous residential, family based business.

Ranked near the top of all real estate agents nationwide, Abbott’s reputation for the highest ethical standards, commitment to clients’ goals, trendsetting marketing and aggressive negotiating skills are hallmarks of his real estate career. He explains how he was able to manage such a bold move and reinvention of his brand on this week’s RISMedia/iSucceed Business Development and Training Call, hosted by iSucceed’s own Kelly Kelley.

Every Wednesday the RISMedia/iSucceed Business Development and Training Call presents profitable real estate strategies and introduces agents across the country to the full 30-minute iSucceed Weekly Counseling Call, available only at www.iSucceed.com – the most comprehensive online provider of real estate tips, tools, secrets and success strategies, directly from North America’s 200 most successful real estate professionals.

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