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For brokers and agents at the top of their game, attracting prospects and making sales can lead to great success, but keeping the best clients coming back is really the key to mastering the biz.

In RISMedia’s most recent webinar titled, “Boomerang Business: Build a Brand That Keeps ‘Em Coming Back,” Robert Allan Paul, founder and president of Company of One, and Cleve Gaddis, managing partner of Gaddis Partners, RE/MAX Center, discussed how brokers can systemize their approach toward ensuring “boomerang” business. Sponsored by Imprev and moderated by Verl Workman, founder and CEO of Workman Success Systems, the webinar’s panelists explained how brokers can stop “moment marketing” and instead, dig deep to their company’s core needs to build a brand that really grabs the attention of consumers and agents now and in the future.

Paul clarified the difference between branding and marketing. “Boomerang branding,” he says, is defined by principles and practices that not only attract prospects, but keep your best clients coming back. It’s this specific type of branding that helps fuel customer loyalty and client referrals, both of which are key to a broker’s success.

“Figure out how to leverage those relationships and make those connections so that you have more customer loyalty and can drive more referrals,” said Paul during the webinar.

“Marketing is all about the market. Branding is about you,” he continued. “What makes branding difficult is that it forces you to really think about yourself as an individual or an organization in ways that you aren’t used to.”

As a broker, you need to be able to point to a goal or goals down the road and say, “That’s where we’re going.” This includes having a mission (what you want for your company) and a purpose (what you want for your customer). “Your mission is the equivalent to describing the first peak you plan to traverse if you’re crossing a range. It’s where you intend to be in 3 – 5 years,” added Gaddis.

In quoting a passage from a recommended book, “Beyond Entrepreneurship,” Gaddis told webinar attendees, “Your purpose is your team’s reason for existence and should be something that’s unattainable, but appropriate to shoot for, nonetheless. Start thinking about who you are and what you want your legacy to be.”

Core values are also crucial to pin down. Try the following:

  1. Make a list of the values that you feel define you.
  2. Include everything that pops into your mind on this list.
  3. Categorize the list by putting similar terms together.
  4. Create your final list. Don’t be paralyzed by perfection.
  5. Get out your thesaurus and find more interesting and specific synonyms.

“Remember, it’s not really about you,” added Gaddis. “It’s about the value you bring to your clients. Consistent marketing and branding can change the trajectory of your business forever.”

For more of the panelists’ expert-level branding advice, view the webinar in full here.