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Real Estate Investor Content Marketing - Attract. Nurture. Sell.

Jun 28, 2022

The part of branding most clients want to get going on is the marketing. But as my podcast guests, this week highlighted, the number one biggest mistake in the world that somebody can do is market themselves before their brand is built.

My guests don’t just point out what 90% of personal brands do wrong; they also share their 3 step process for defining and building a great real estate brand. And part of that is the brand identifier.

Why you've got to check out this episode:

  • Find the three most important elements in your personal brand that will help you thrive in business.
  • Discover the HEAP formula to figure out your ideal customer so you communicate a message that they can relate to.
  • Know the five questions to ask to define your personal brand clearly and have your marketing efforts resonate with your target audience.

To thrive in your real estate investing business, don't fall into the trap of marketing first without building your brand.

It's like firing in all directions and not aiming at a target and you get nowhere.

And in the real estate industry filled with people offering the same services, how can you catch attention?

You need to hone in on your personal brand and get clear about it. When that is taken care of, everything else follows.

In this episode, on the 'personally brandtastic' podcast, Tonya Eberhart and Michael Carr could not stress enough how important building your personal brand is before anything else.

Experience teaches them, and even logic would show, that dialling in on your personal brand, to which niching down also has a lot to do with it, will get you much further down the road in your business.

Here they share their 3D process of drilling into your personal brand and coming out with something truly differentiated that really sets you apart from the rest, making you recognizable and relatable to people.

3 Rs Read Resource Reflect:


The Power of Your Subconscious Mind by Joseph Murphy

Influencer: The New Science of Leading Change by Joseph Grenny


Google Drive


"If you change the way you look at things, the things you look at change." - Wayne Dyer

"Prosperity favors the bold, so be bold." - Michael Carr

Tonya Eberhart is the founder of BrandFace® and Branding Agent to Business Stars. She's also the author of four books on personal branding. Tonya's humble career began while selling vacuum cleaners door to door to pay her way through college. That led to a job in radio, where she observed local business owners featured in their own advertising and positioned as local celebrities in the market. That's when she realized the power that personal branding has on a business. Almost two decades and many successful brands later, she founded BrandFace®, a personal branding firm consisting of four personal branding books, a speaking series, and personal branding programs that are designed to help serious professionals differentiate themselves.

Michael Carr is America's Top Selling Real Estate Auctioneer and the Abundant Life Broker. During his 28 years of experience, he has been actively involved in over 78,000 transactions and licensed in as many as 31 states in the continental U.S. as a broker and an auctioneer.. Michael first met Tonya in 2013 when he became a client. He immediately put her exclusive personal branding concepts to work at his brokerage. As a result, his real estate business quadrupled over the next year and continues to grow in recognition, revenue, and recruitment. On the heels of that success, they decided to co-author BrandFace® for Real Estate Professionals, becoming the #1 international bestseller on Amazon. And today, he is a partner and the COO of BrandFace®.

Connect with Tonya Eberhart and Michael Carr:

Business Optimizer:

  • Are you a real estate investor or related business professional or owner looking to build your business and stand out from the crowd?  The first step is to understand where your business stands right now. 
  • You can do that with the Business Optimizer Assessment that we have created that has already helped dozens of real estate investors and other business owners to define and develop their personal brands and grow their revenues.
  • Take the FREE assessment and complimentary report and follow-up strategy call by going to Business Optimizer Assessment

Connect with Paul Copcutt:

Topics Covered:

03:12 - Doing business with a person, not with a logo
05:43 - One biggest challenge of business owners when it comes to their personal brand
07:50 - Understanding the importance of niching down
09:00 - Figuring out your personal brand's point of differentiation
10:17 - Criteria you can use to identify your ideal customer
13:01 - How to recognize your personal brand's attributes as well as those of your ideal client
15:10 - Using brand identifiers to catch attention
17:53 - Biggest mistake people make in marketing and in real estate
23:44 - Why do real estate investors having one or two properties, solopreneurs, and small business owners should think about building their personal brand?
25:25 - Going through the 3D process of honing in on your personal brand
30:24 - Headshot recommendations for different social media platforms
33:00 - Getting efficient and effective with the content that you put out there [also talking about the idea of brand infusion]
38:52 - How to not have competition
43:55 - Molding the audience and having that influence
46:08 - A personal brand favoured for being a stellar businesswoman
48:35 - The books Tonya and Michael for them and of which they recommend
50:44 - Tools they enjoy using as it allows them to meet people across the globe and make things work seamlessly
52:49 - Tonya and Michael's favorite quotes

Key Takeaways:

"If you try to help everyone, you'll just help yourself right out of business. Those who do understand it [niching] thrive in their business." - Tonya Eberhart

"You got to have those three things -- a good point of differentiation, an idea of who your ideal customer is. So you know how to speak to them. And in that requires nice niching down a little bit." - Michael Carr

"You have to live, eat, sleep, breathe that brand if you want that brand to be built." - Michael Carr

"You can't do everything, and you can't please everyone, and you can't work with everybody." - Tonya Eberhart

"It is not just figuring out that you excel in this area. You have to excel in an area where the ideal customer you want to attract appreciates and will resonate with you." - Tonya Eberhart