As a real estate brand, wouldn’t you like your customers to be this excited about their experience with you?
I shot these videos after an absolutely transcendent day of skiing at Powder Mountain, Utah. Yes, conditions have lots to do with having a good versus great day of skiing. And yes skill level and equipment affects these considerations too. But a great day of skiing begins with the actual resort (or in the case of Power Mountain the “un-resort”).
Powder Mountain is the absolute antithesis of “big brand” in that it has a minimal choice of groomed trails with tons of choices for “off piste” skiing. There is no lodge per se, no massive repetitive brand messaging throughout its 7,000 acres. Rather, the Powder Mountain skiing experience IS the message.
It’s an authentic experience where skiers choose their routes and create their own affinities, relationships, and partnerships with the Powder Mountain brand. And it’s clear that Powder Mountain’s owners are passionate about skiing, which further elicits emotional bonds with their customers. I (we) created our own skiing experience and carry that experience and promote that experience. I (we) are brand ambassadors for Powder Mountain.
These same attributes and creeds apply to real estate professionals too. Here’s authenticity and an experience that delivers a powerful brand message. My take-aways from Jim’s video: he’s passionate about honestly representing clients, he’s passionate about his chosen profession, he’s a professional, and he’s not afraid of a fight (a good attitude to have at the negotiation table). Through this video I get a sense of who he is and what he’s willing to do for me as a client. His reputation is his personal brand and his personal brand is his reputation. And by honestly and transparently allowing clients and potential clients to viscerally “experience” his personal ethos, he’s implicitly hitting on issues discussed in this excellent post about managing your digital reputation, which I too have discussed but missed some insightful angles discussed by the FutureBuzz .