KGCI: Real Estate on Air - Brand Like You Mean It: How to Standout in Real Estate with Hollie Kitchens

Starting point is 00:00:00 Hey there, Real Estate Pro, you ready to keep growing your business? While you found KGCI Real Estate on Air is more than 1,500 on-demand podcast packed with actionable strategies, expert advice, and tips from top performing agents. But if you want to keep growing, first, make sure you subscribe to this podcast right now so you don't miss a single episode. Then take your business to that next level by downloading the KGCI Real Estate on-air mobile app. Available for iPhone and Android, it's the perfect companion wherever you go. Just search KGCI in the Apple App Store or Google Play.

Starting point is 00:00:28 Let's build success together. Your brand is who you are, not who you aspire to be. So I think it's just kind of getting clear if you are and then just letting the world know that in a cohesive, consistent way with the look and skill of your brain. This is KGCI Real Estate on air live. Your weekly deep dive into the strategies, trends, and tools shaping the real estate industry from market updates to actionable strategies and exclusive interviews with top agents. We are here to unlock your full potential and help you thrive.

Starting point is 00:01:04 thousands of agents trust KGCI every week. Now it's your turn. Let's go live. Here's Ian Wheatley. Hey, good morning. If your brand is just your headshot and some beige Canva templates, you're not branding, you're blending. And maybe you're thinking that I'm not flashy,

Starting point is 00:01:21 and I don't know exactly what my brand is. Well, that's exactly why buyers are scrolling past your post, why referrals forget your name, and why your dream clients end up higher in someone who posts far less. but connects more. This week on Real Estate on Air Live, I'm joined by Holly Kitchens, branding strategist, podcast hosts,

Starting point is 00:01:40 and personal brand powerhouse, who's breaking down exactly how to create a brand that feels like you, attracts like crazy, and never goes out of style. We also have some fresh real estate confessions. Thank you for those. Y'all are way too honest,

Starting point is 00:01:55 but first, it's time for housing headlines here on Real Estate on Air Live. I'm Unlewitly. Mortgage applications are rebounding as buyers are returning. Last week's dip in interest rates wasn't just a blip. It sparked some real momentum, according to the Mortgage Bankers Association purchase applications jumped 7% with refinance applications also ticking upward for the first time in weeks. It is the second straight week of growth. And while the rebound is modest, it is meaningful. So here's why this matters. The application data,

Starting point is 00:02:30 it's not abstract. It's proof that rate watching buyers are paying attention. And more importantly, they're taking action that may be in the fall buyer, they could be click and apply today. So, agents, this is your chance to reengage those soft leads who were sidelined by some affordability concerns. Hit your CRM this week. Look for pre-approved or dormant leads back from Q2. And, you know, just ask them the simple question. Have you seen what rates are doing? And remember, it's not just about new applications. It's about the momentum. When buyers start moving, sellers start listing and use this headline to unlock some. emergency in both conversations.

Starting point is 00:03:09 And taking a look across the United States, pendings are now lower price than recent closed sales. That's a clear sign that the market is still correcting, not crashing, but it is cooling, right? So agents in Arizona, Florida, parts of Southern California, they're seeing a fairly familiar pattern. Homes go pending only when they're priced aggressively, and sellers who anchor to even last quarter's comps,

Starting point is 00:03:31 they're getting left behind. But there is a flip side of this. Not every market's shifted. that same way. Take my Syracuse, New York, for example, still one of the hottest markets in the country related to volume, and the latest data is showing that prices are up nearly 18% year over year, the median sale price hovering right around $218,000, home selling for 5 to 14% over list price, and inventory sticking down while the days on markets ticking up. So where Syracuse is still defying gravity, other metros are hitting market equilibrium or leaning even buyer-friendly,

Starting point is 00:04:06 The key here is a hyperlocal strategy. So whether you're in a white hot zip code or a softening suburb, your pricing strategy has to start with pending sales data, right? That seems to make sense. Not the neighbor's estimate and not what it sold for six months ago. And wherever you are, pull that original list to sale price ratio. It tells the real story about buyer behavior in that moment, especially as we're seeing those mortgages. apps tick up, right? The goal isn't to chase yesterday's market. It's to capture today's buyer. There's a tip. That's check of your housing headlines here on Real Estate on Air Live.

Starting point is 00:04:46 I'm Ian Wheatley. Building a brand as a real estate agent is one of the most important things, but it can often be one of the most daunting things that an agent can dive into. But if you're going to do it, got to do it big. And you got a brand like you mean it. So that way you stop blending in and you start standing out. And I'm joined by none other than Holly Kitchens, host of the Unleash Your Interlegent podcast streaming here on KGCI RealStand on Air. Find her on Instagram at Holly Kitchens. Holly, thanks for popping by to KGCI Real Estate on air live. Oh my gosh. I am so thrilled to be here. Always a pleasure of chatting with you. So thank you for having me. Oh, the pleasure is always mine, man. The pleasure is always mine. So Holly,

Starting point is 00:05:31 let's talk a little bit about the big myth. Most agents think branding, is just colors, logos, and, you know, having maybe that premium Canva account. But why is that such a big miss? It is because I think people get so focused on maybe the aesthetics. Because we're going to say, oh, what's a brand? Oh, it's a logo. It's colors. Okay, cool. Let's see what that looks like. What looks good together, what feels good together. But they really miss the key element of what makes me different and unique as an individual. And then also, who is it that I am trying to reach and serve that I want to connect with? So it's a lot. So it's, it's a It's like it's more than just logos.

Starting point is 00:06:08 It's more than just color schemes. It's more than just a mood board. It is your brand personality. It's your avatar. It's so many things that you really need to consider when launching a brand because the key is is to nail it the first time. Of course, brands will always be evolving in, you know, there's going to be a point where you might rebrand.

Starting point is 00:06:28 But out the gate, we want to be cohesive and consistent. And yeah, that's kind of a long answer to your question. But yeah, hopefully that answers it. I think it's a perfect answer because, you know, you also work with a ton of agents. What is that most common branding trap that you see them falling into? So a lot of times the branding trap that I see a lot of agents falling into is they either find somebody that they like the branded look and feel and they just try to be them. So they almost try to take an identity that's not theirs and especially a well-known person, a public figure that everyone else knows. right so then they do the whole like they portray themselves as a wannabe instead of actually being

Starting point is 00:07:11 themselves online and maybe taking some inspiration versus you know mimicking that person directly so that's one mistake and then another mistake is you know the agents don't ever really dive into the mind of who their dream client is so they're just kind of all over the board and they're putting out content or they're putting out messages that aren't necessarily aligned with who they like to work with, and therefore they're not going to be known as an expert for their ideal client. I know when I was getting started in radio, I remember a couple of focus meetings over the course of a couple of weeks. There was a list of the target audience of the radio station I was working for at the time. Their core values, the radio station's core values, and then we spent time

Starting point is 00:08:00 generating a list of all about Ian Wheatley, the good, the bad, the ugly. My now wife was consulted. My parents were consulted. Close friends and family. They wanted to paint a nice little pretty picture of me. And from there, we drew direct connections of me authentically to the core brand of the radio station and the target audience. Is there something like a process that an agent, if they've never done this before, could do that similar so that they can develop their brand. Oh my gosh. And you are like literally, I was, I was waiting for like a, this is where I messed up, but you literally did that perfect on, you know, taking it and really putting some effort into it, right? Because at the end of the day, this is our brand. It's not like it's, you know, us just doing

Starting point is 00:08:48 something just to do something. It's something establishing a brand and really with intention. So I always say as far as, you know, if you're looking to start a brand or maybe you've been in the business even for years. You never really put time, energy, and effort into focusing in your own personal brand. I always have people start with the avatar exercise, which is like your your client persona, whatever you want to call it. But, you know, as real estate agents, especially those who have been in the business for quite some time, they're clients that we absolutely love working with. And then there's clients that were like, oh, man, that probably would have been best served as a referral because this is not my jam or this is not what I enjoy doing. So I always have people go through the end of

Starting point is 00:09:25 avatar exercise. And on that avatar exercise, and Elnet avatar exercise, is we create this buyer persona, this seller persona, whatever the case may be. And let's just say you absolutely love working with first-time homeowners. And that first-time homeowner, you're going to go through it and create an avatar. So we're going to talk about where are they hanging out online. What information do they consume online? What TV shows do they watch? What podcast do they enjoy listening to?

Starting point is 00:09:52 Where do they live? Do they have kids? Do they, you know, if they do, how many kids, are they married or what's their marital status? And then we even give them a name too. Like we say, okay, what's their age? What's their name? Because we bring that, when you put a name on an avatar, you bring that avatar to life. So now whenever you're working on your, whether it be your brand or content, you can say,

Starting point is 00:10:11 okay, is this something that, let's just say we called her Jessica. Is this something that Jessica would relate to? Or is this something Jessica would enjoy consuming? Is this something Jessica would find helpful? The answer is no, then that's a piece of content we probably don't need to work on or create. So I would always say, take it down the path of the avatar exercise. you know if you want to do seller focus go down and identify a seller that you love working with and once you have that in hand and you say okay so this is i'm going to get inside the mind or the

Starting point is 00:10:37 brain of my dream client now let's talk about ourselves right because talking about ourselves is going to be easy because we know we know ourselves so at least hopefully you all out there know who you are so you know reviewing your brand personality type so going through and saying okay is my brand personality type excitement is it sincerity is it ruggedness is Is it competence? Is it sophistication? Because all of those brands, brand personalities, will also showcase through with your brand in itself. So I'll give you some quick examples. So excitement, think about brands like Tesla. Think about brands like MTV. Think about Browns like Red Bull, right? They project that theme of youthfulness, a carefree attitude, free-spiritedness.

Starting point is 00:11:19 If your brand personality, sincerity, it's more wholesomeness, transparency, cheerfulness. So think about brands like Disney, Coca-Cola, Hallmark. If your brand personality is ruggedness, think about brands that are rough, tough, outdoorsy, like Timberland, Jeep, Harley-David, Harley-David. Competence is the next brand personality. So those are the ones that showcase expertise, experience, and they can deliver over time, and they also gain trust from audience. So think about Volvo, Verizon, sophistication.

Starting point is 00:11:54 is like the last brand personality I always like to highlight, which is sophistication, and that is going to be high in luxury. You know, think about brands like Gucci, Apple, Rolex. So if that's your brand personality type, you obviously want to have that showcasing your branding. And then, of course, taking in your dream client too during that process as well. So that kind of has the elements of who am I going to, I don't want to say who am I going to be because it's already who you are, but how am I going to dress yourself?

Starting point is 00:12:23 Think about your brand as like your clothing, right? Like you wouldn't wear a nightclub outfit for a parent-teacher conference. So how are we going to dress to present ourselves in business to our dream avatar while also showcasing our own brand personality type? That makes sense. So once you kind of go through that exercise and identify that, then it's like, okay, so now let's focus on the aesthetics. Now let's focus on the color schemes.

Starting point is 00:12:48 Let's talk about, you know, the psychology of colors. Let's talk about the style of logos. So you want like a classic, you want like a classic themed logo, which would be think about brands like Tiffany and Company success. Would you like the modern theme, which is cleanliness, minimal design? Think about logos like Facebook, Netflix, Google. Maybe you want an elegant design. Think about brands like Johnson & Johnson, Cadillac, Ford, even Instagram, right? So those logos have stood the test of time with their elegant logos.

Starting point is 00:13:21 And then there's another style, which is like the hand. written. So it's a fun choice if you want to be playful, youthful. Think about brand logos like Virgin, Sharpie, Nicole Miller. So having all of those elements coming together to really create a unique brand because again, no agent is just like you. So they're not going to have the exact same brand personality. They're not going to have the exact same avatar. They're not going to have all of those styles put to place when it comes to your logo or when it comes to identifying your color scheme with the with the with the with the with the with the with the with the with the with the with the with the with the with the with the with the with the with the the way of the together really will form a solid foundation of establishing of solid brand and then from

Starting point is 00:14:05 there you still got homework to do right so I love what you talked about like gathering you know insights and consulting with other people because you know now that we have these things now we need to reach we need to reach our dream avatar so how do we do that I mean the the oldest method of all time is storytelling right So now we've got to go and say, okay, so I have my avatar in mind. Now how do I convey my story to to resign and to connect with them? Of course, I always say it so many times like a broken record. What I love the quote of is, you know, always have to be ordinary and extraordinary. So how am I going to be ordinary in the sense of I'm going to be approachable and relatable,

Starting point is 00:14:40 but also how am I going to be extraordinary in my story so that people say, okay, wow, I can relate to her, but I also aspire to be like her. I admire her for her extraordinaryness, if that's a word. Or, you know, like, wow, she's really, you know, she's really something and I really want to work with her. So I think those are kind of really some great elements to start out the gate for establishing a solid brand. That branding genius talking right now is Holly Kitchens, host of the Unleash Your Interlegent

Starting point is 00:15:07 podcast stream in here on KGCI Real Estate on air. We're talking about how to brand like you mean it. So you as an agent, stop blending in and start standing out. And I, there are so many little different things to kind of start picking apart in that whole process. But it is a very important process, especially as we're trying to build, build that visibility. You know, you said the goal before is to be recognized, is to be recognized, to be visible, to be to be still relatable. How can we communicate that as agents while still honoring our brand? Yeah.

Starting point is 00:15:51 So one way I always like to tell people is like, you know, if you were to text your friends or your parents or family and say, hey, if you were described me in three words, what would it be? And kind of see what's that recurring theme there, right? Is it like, oh, you're so caring or, oh, you're so fun or, wow, you were just a wild card. and I don't even know what's going to happen next. So really kind of lay into what people are saying about you that kind of draws you into them. Also, another way to gather that intel is, you know, pay attention after you get done closing a deal with the client or even showing them houses. How are they going to say, are they going to say, wow, that was so much fun working with you. Or while your expertise is out this window, like you are so professional.

Starting point is 00:16:36 Like, what are those key words that kind of people associate with you? And there'll be some recurring ones. you'll definitely take note and see and say, okay, wow, people really think I'm fun. So it's like, okay, cool. I'm going to really lay into the funness and kind of lay into that and build that rapport and be that person, right? And, you know, we all have those times where people, you know, you always might have a down day or something like that, but it's really leaning into those admirable traits that people

Starting point is 00:17:01 like about us and just being consistent. And with that being said, you know, that is the key, especially when you're first establishing a brand. You know, I hear people even talk about like, oh, you've got to do nine posts a day. Well, that's a little excessive. I know we all still have to work. So I wouldn't necessarily say, let's do nine posts a day. But I would say, you know, aim at least once a day, aim at least three times a week.

Starting point is 00:17:24 Whatever is, like, you know, manageable that you can consistently show up with, especially when you're just trying to establish that brand. And you have to be consistent in that. So once you dial in your color scheme, your font styles, your brand look and feel, be consistently showing up with that exact same look and feel. Because what's going to happen is over time. And again, it's not a sprint. It's a marathon.

Starting point is 00:17:49 So over time, people are going to start seeing that over and over and over again. And they're going to recognize you, your content, before they even look up to see who posted it. They're already going to know who posted it. And that's going to be you. You know, I'm chuckling to myself because I remember when I went through this process myself

Starting point is 00:18:05 like a decade ago, it was funny because I was like, I feel like I'm pretty boring, right? Maybe I am. Maybe I am, Holly. I don't think so. I think you're fun. I think you're exciting.

Starting point is 00:18:20 But for those ages that think they're boring, like how do they get started? How do they get over that hurdle? You know, it's easy because I feel like we're all our own, like, we'll criticize ourselves the worst, right? Like we're always like, oh, I'm boring. Well, what's your definition of boring? What is it about you that's boring?

Starting point is 00:18:39 Is it because you stay at home all the time? Okay, let's just say it's that. Okay, well, what do you do at home? Well, I like to play, I don't know, let's say Dungeons and Dragons. Well, that's pretty interesting, right? So like kind of identify it. It's like, so taking that and spinning it. So, okay, so this is boring, why is it boring?

Starting point is 00:18:57 And then saying, okay, well, is it boring just because I'm saying so, is it boring because I'm so used to doing that mundane thing over and over again? And really lay into it. There's always going to be something. And I always tell people, you know, going back on. your social media scrolling through your post and seeing what post got the most reaction what post got the most love what post got the most comments on it that's going to be the type of stuff that people are going to gravitate towards you and if you know a lot the beauty of personal

Starting point is 00:19:22 branding is it doesn't necessarily need to be business right so it doesn't need to be like oh well i you know i sold a thousand homes over the course of my career or is it um you know something else that's you know you like to do as a hobby or a pastime maybe that's something that draws people in really kind of taking that and in amplifying that and kind of think about yourself as a Netflix TV show like your brand's a Netflix TV show and you are the main character. What does that main character do that keeps people coming back to watch the next episode or making sure that they don't miss, you know, they don't miss the next episode because they don't see spoilers and really heavily lay into that to connect with your audience.

Starting point is 00:20:03 You know, you bring up an excellent point because when I was on the air, it was a conscious decision where, you know, I'm just going to kind of live my life on the air. The ugly stuff never got shared, but the good and the bad certainly did. What's the line for an agent? What's what don't they share? And I mean, is there anything that they shouldn't share? Yeah, I would say, you know, again, going back to your avatar, going back to who that person is that you love working with. And of course, I always want to say keep in mind of all like fair housing and everything else. You don't want to put something out there that's going to, you know.

Starting point is 00:20:44 Amen. Be it to you in trouble, which, you know, we wouldn't do that anyways, right? But, you know, as far as like what not to share, I'd say, you know, don't share anything you're not comfortable with. Let's just say you're a private person and you don't want to share much about your family or anything like that. that's something sacred and that's fine that's totally fine like find something else to lay into right because at the end of the day the the content and the brand is all about your um consumer or your client it's not necessarily about you you're just a key part of establishing that trust building that rapport and showing your expertise so i'd say you know just don't share things that you're not

Starting point is 00:21:20 comfortable with right so that's number one and you know some things too is you always want to make sure too is like how would I feel if this was sent to my broker how would I feel this was that's always a good kind of gut check too if you're putting out there with your brand and your real estate and it's kind of little it's kind of a little little too far out there and then also again like I said just always keep your avatar in mind and if it's you know if it's an avatar that is you know certain way or they've used certain things certain way maybe just just putting something maybe that's controversial that might disagree with, maybe put that on your personal page and not on your business page. So it's kind of, you know, that fine line of, you know, I want to make sure I'm fun, well, not fun, but I want to

Starting point is 00:22:06 make sure I'm entertaining, right? Because there's different ways we can be entertaining. But I also want to make sure, too, that my avatar is going to stick around. They're not going to unfollow me because I have a post I make. My mental image when I was on the air was, would this prompt a soccer mom to turn off the station. See, there you go. Absolutely. So, yeah, if you're Avatar's families and you're talking about a wild weekend of the club and all the shenanigans that went down, might not be the best piece of content to put out, right?

Starting point is 00:22:36 But if you are trying to track families and you're talking about the Fourth of July celebration you just went to or the one that you're about to go to, that might be something interesting that they might want to hear about. And maybe they're going to say, hey, if this person that I admire online likes it, maybe I should check it out too. And that and just, you know, and it can be something silly. It can be like, you know, something visual and real. Like if this prompts the avatar to take the adverse action, right, paint that whole

Starting point is 00:23:05 scenario in your mind and kind of run it through because, you know, none of us as agents, we're on all likelihood. We're not doing necessarily anything really live in front of, you know, stadium's worth of an audience, right? So you don't need to necessarily do those mental gymnastics on the fly. It can all be predetermined and there's pretty low risk. A thousand percent. A thousand percent. And being super intentional too, because the goal is you always want to, you want to, first off, attract them as a follower. Let's just say, we'll just say it as a follower. You always want to attract them as a follower. You want to

Starting point is 00:23:42 retain them as a follower, right? So first off, you got to put stuff out there that's going to say, oh, wow, I like this. I'm going to follow this person because they have a content I enjoy. Then that you want to keep them following you by putting out the stuff that they like seeing and consuming. Then also, too, you want to create them at, you want to get them to share your content, to invite their friends that are just like them to enjoy your content as well. And then that's really kind of like that ripple effect. Because, I mean, I don't know what you guys, but I do all the time. Like, if I see somebody I like, I see a couple of times like, I like, I like this. Facebook's going to pick up like, oh, okay, Holly, you like that?

Starting point is 00:24:15 I don't want to send you a little bit more of their reals. And then I start following them. So what happens? I see them even more. And then whenever they post something, let's just say it's funny. And I will send it to a friend. And then I will say, hey, did you see that real essence to you? That's really funny.

Starting point is 00:24:28 You should follow them. So kind of think about, too, is like, what are you putting out there that's going to, you know, grab that attention? What's going to retain them? What's going to make them love you so much that they want to share you with their friends and family? You know, drilling down a little bit further with Holly Kitchens, host of the Unleash Your Interlegent podcast stream in here on KGCI, real estate on air. find her at Holly Kitchen on Instagram. And you have a very recognizable personal brand online,

Starting point is 00:24:57 to say the least, right? How does Holly Kitchens decide what to share and what to leave out? So I guess I'm kind of a wild card in the sense of, you know, you have the Michael Jordans, you have the Scotty Pittman's, and then you have the Dennis Rodman's. And I feel like I've always been like a Dennis Rodman. Like I've always been like, hey, I'm going to show up. I might have green hair. I really won't guys. Don't worry. Green's not my color. But, you know, like, it's just kind of sporadic. So it's for me, like, I don't know. I just, I think that's what's kind of drawn people in to like me or consume content is they just like, I don't know what you're going to do next. Like, where are you? I've been seeing you everywhere. I've been seeing you do this. I've been seeing you do that. So to me, I'm like, I'm probably not the best example to say this. But again, this is me being authentically me. I'm just kind of like, hey, let's just do it. And let's just do it. And let's just. post something, right? Obviously, nothing that's going to be offensive or anything crazy. But just, you know, it's just, I don't know, just being myself and putting out weird stuff that maybe people might find funny funny or fascinating. I don't know. But it's authentically you at the

Starting point is 00:26:02 end of the day, you know, and I think that's the important part. If you, if you are not trying to, if you're not trying to be a copycat or a rip off, if you're being authentically you online, then it is very easy to do that. What advice would you give to an agent who may be, maybe afraid to be either too niche or maybe too personal in that brand voice? Yeah, I would say, you know, if that's a great question. I'm kind of like, well, I'm kind of stumped. What would I say to somebody who's too? You know, I would just say at the end of the day, we're all real estate agents, right?

Starting point is 00:26:38 So if you have a fear of saying, well, I really like working with luxury clients, but I also don't want to teach your, you know, somebody who might be looking for. their first home or their second home or wherever the case may be, I would say, you know, still be consistent and post around that because people are going to see that you are in real estate. They're going to see that you are an expert. And if you've done a great job of, of course, being ordinary and extraordinary, you're still going to be approachable to where they'll feel comfortable either sending you a DM or giving you that phone call that says, hey, I saw you online or, hey, I saw you had posted this

Starting point is 00:27:08 house. I know you're in real estate. I just wanted to see if you could help me. So it's really being approachable and being consistent with letting people know. who we are and what we do without, you know, shoving it down their throats. You can totally do that in fun, unique ways, like behind the scenes, right? So let's just say you're doing it open house and it pour down rain. So like, you know, people like to see the ugly stuff too. So it's like if your hair is soaking wet and you look like, you know, you just like a little, I don't,

Starting point is 00:27:35 I'm trying to think of some analogy to say to it. But like if you look a little crazy and you're like, oh my gosh, you guys, open house. Here's a hack. If your hair is soaking wet, always grab an extra ponytail and put into a polished bun. or something like that, right? So it's like, you know, you're not sitting there saying, hey, come buy a house with me. You're saying, hey, I'm a real estate agent without saying, hey, I'm a real estate agent.

Starting point is 00:27:54 So finding those unique ways to connect with an audience and showcase, you know, snippets of your life because you guys might think you're boring, but I'm telling you this, that there's something about you that makes you unique because there's something about anybody that makes somebody unique to want people to keep consuming their content, you know, watching them, if you will.

Starting point is 00:28:12 Even if you play Dungeons and Dragons, I've never met anybody who is in on Dungeons and Dragons that is like low passion on that. Correct. There's an avenue for someone to come in and be the Dungeons and Dragons real estate agent and just own that, own that market. Can I can we dive into some rapid fire real quick? Let's do it. All righty. So generic headshots or a branded lifestyle photo.

Starting point is 00:28:44 Generic headshots for consistent marketing pieces like your signs and billboards. You always want to have that same recognizable face and you want to have it obviously, hey, this is my professional image. Lifestyle shoot for social media and social content. Thinking about sometimes text-laden image posts, should I be posting people's quotes that I agree with or can I? Am I okay to post my own opinion? Yeah, you know, there's a couple ways you can definitely do that, right?

Starting point is 00:29:17 You can just do the classic. I'm going to put a slap a quote on a graphic and post that and call it a day. Those kind of get some feedback. I would say, you know, a good twist to it would be either, you know, doing like a real or a live or something and saying, hey, like, you know, I saw this quote today. And this is how I agree with it. This is I don't agree with it. What do you guys think? So including them, of course, asking them, it's like, hey, do you guys like this?

Starting point is 00:29:43 Can you guys resonate with this? I think there's fun ways to do it. But I think the one thing you want to stare away from is, hey, I see this awesome quote. I'm going to say this exact same image and upload it on my Instagram. And now you just look like everybody else is uploading the exact same image.

Starting point is 00:29:59 Is helping buyers and sellers since 2016 a positioning statement? I think so. Absolutely. I mean, you've been helping them since 2016. That's almost 10 years, which is crazy. feels like 2016 shouldn't be 10 years ago. But yeah, I mean, absolutely.

Starting point is 00:30:17 It's a great way. It shows experience and it shows that you have, you have survived the real estate career path. The tumult, the tumult that happens and the turnover that happens in this industry. Last one for you. Should I try to sound professional or should I just sound like myself? Yeah, I think we're in a day and age where I would aim for both, right? Like you don't want to be so corporate cold where people are like, oh, like that's, you know,

Starting point is 00:30:45 because we live in a life where people are consuming rules or YouTube shorts all the time, they wouldn't be entertained quick. If you were stale, stagnant, boring, you're probably not going to get much traction. So, but also, too, at the same time, you want to have some kind of professionalism, right? Like you're not trying to, you know, post reels of you doing something crazy. So splash of both, I would say more so on the, you bring your more personal brand into it versus professionalism, right? So like, you always want to be yourself, but also make sure to say, hey, remember my clients are consuming this information. Let's, let's keep it on a leash. Let's,

Starting point is 00:31:17 you know, put those fun times in a cage, if you will. That's Holly Kitchens, Hosey, Unleash Your Interlegent podcast, Dreamin here on KGCI, Real Estate on Air Finder on Instagram at Holly Kitchens. Holly, last one for you. If someone wants to build a brand that is unmistakingly, unmistaken, It's them, right? It's truly them. Yeah. What's that first move that they should make after they hear this conversation? You know, the first move, if you want to build a brand that's unmistakling you, I would say, like, you know, first off, familiarizing yourself with who you are, right?

Starting point is 00:31:53 So, like, getting clear of, like, who you are, what you stand for, you know, what does that feel? What are those words that people associate with you as an individual? Are you fun? Are you outgoing? Are you very smart? Are you, you know, whatever the case? maybe reliable, taking that. I always tell people to, pop into your closet, see what colors of clothes you always wear.

Starting point is 00:32:14 That's probably going to be your brand colors. That's if you enjoy wearing them so much, you're probably going to enjoy wearing them online too as your logo, right? So I would say, you know, just start there, start with getting to say, what are those words that people associate with me? What are the words I associate with myself, right? So one thing, too, is to keep in mind

Starting point is 00:32:29 is your brand is who you are, not who you aspire to be. I think that's another mistake a lot of people can make is like, hey, I want to, you know, volunteer 30 hours a month and I want to do this. Like, that's great. But is that who you are right now? No, but maybe you just value, you know, helping out people. Great. That could be a part of it, but not necessarily, you know, doing the first part that I talked

Starting point is 00:32:54 about. So I think it's just kind of getting clear of who you are, not who you aspire to be. And then just letting the world know that in a cohesive, consistent way with the look and feel of your brand. Holly, this has been incredible. Thanks for joining us today on Real Estate on Air Live. Thank you so much. And if you're ready to take this even deeper,

Starting point is 00:33:13 join us this Friday for our weekly Friday focus where we are walking through exactly how to brand like you mean it. We're talking the real world strategies and tactics from agents who have built big brands, including Gogo Bethke, Ricky Cruz, Nali Williams, and even some of those working behind some of those other big brands like Sirhand. So you can pose without feeling like a full.

Starting point is 00:33:34 old-time influencer. So whether you're rebranding, refining, or starting from scratch, this is how you stop blending in and start standing out. Catch it live this Friday on the always free. Real Estate On Air mobile app for iPhone and Android. Just search KGSI in the Apple App Store or Google Play, streaming worldwide at real estate onair.fm. Or same day, next day on Apple Podcast, Spotify, IHeart, Audible, Amazon Music, or wherever you might be listening, but wherever that is, don't forget to subscribe and leave us a five star rating. All right, from one to five, these were my top five takeaways from my chat with Holly Kitchens. You just heard here on real estate on air live. Ad number one, branding isn't just fonts and Canva Pro, okay? Most agents confuse branding

Starting point is 00:34:19 with design. Real branding starts with identifying your difference, your dream client, and how to constantly connect those two points. At number two, stealing someone else's vibe. and the words of Admiral Akbar, that's a trap. Sorry, Star Wars Deep Cut reference there. Trying to be like another successful agent doesn't build credibility. It brands you as a copycat. Pull inspiration, but don't clone. Authenticity always converts.

Starting point is 00:34:51 At number three, the avatar exercise equals clarity and clients. Holly's go-to branding foundation is to build a full person, for your dream client down to a name, hobbies, preferences, all of it, and then ask, would Jessica care about this post? If not, skip it. At number four, your brand is not who you aspire to be. It is who you are. That was probably Holly's mic drop moment.

Starting point is 00:35:22 Your brand is who you are now, not who you want to be. So, stop pretending. Start owning what's already relatable and real. at number five, you don't eat a post five times, ten times a day. It's got to be consistent, right? Frequency matters less than familiarity. One polished personality-driven post three times a week beats generic content posted daily. If it doesn't feel like you, it won't resonate.

Starting point is 00:35:53 All right, it's time for real estate confessions because no matter how dialed in that brand is, Sometimes the deal falls apart. The dog has other plans for your loafer, and you accidentally taxed tire katertanya. These are your stories, unfiltered, anonymous, and 100% real, but before we dive in, we need to straighten out one thing. Real estate confessions features stories from the wild world of real estate. Names and details may have been changed to protect the innocent, and occasionally the not-so-innocent. All confessions are shared in good humor and do not reflect the opinions of KGCI real estate on air, its hosts, or affiliates. No agent's licenses were harmed in the making of this segment. Enjoy responsibly. All right, here we go. It's

Starting point is 00:36:38 time for real estate confessions, because in real estate, truth is stranger than fiction. Sent a thinking of you text to a buyer I hadn't heard from in months. Forgot I saved her as tire kicker Tanya in my phone. She replied, Thinking of you too, with some suggestive emoji. I deleted the chat. I was running late to a showing, saw the sign, and pulled in the driveway. We walked into what was supposed to be a vacant house, but the owner was there.

Starting point is 00:37:14 They were gracious about it, but all along we kept talking about how much nicer this house was in person. I called the listing agent to let them know we were coming in with an offer, and that the owner was nice. After a panic over a possible return of some squatters, we realized we looked at the house for sale next door. Guess the lawn guy pulled the sign I was rushing to find. Showing was excellent.

Starting point is 00:37:40 My client asked me if the neighborhood was quiet. Before I could say anything, a rooster crowed in the yard next door. A rooster in the suburbs. The deal died right there. Got a real estate confession of your own DMS on Instagram or Facebook. And don't forget to follow Anamily. There it is. anonymity. There we go. I can do it. Anonymity guarantee judgment. Not included, but who am I to judge very clearly?

Starting point is 00:38:09 You bring the chaos. We'll bring you the bike. It's a real estate confessions only here on real estate on air live. And that is a wrap on this week's Real Estate on air live. I mean, Wheatley, we broke down the real story behind those rising mortgage applications. We called us and sellers. They're still stuck in 2021. But we also learned a lot from Holly Kitchens about why your brand isn't just your logo. It's the way you're show up, the way you speak up, and the way you stay consistent. If you're still feeling invisible in your market, remember the agents who win aren't always the loud ones, they're the ones that are clear. So whether your team rugged like Jeep or team sophisticated like tiffany, own it, post it, and brand like you mean it. We'll see you Friday for the weekly Friday focus. Catch it live on the KGCI Real Estate on Air mobile app for iPhone and Android or on the band of Real Estate onair.fm. I'm Ian Wheatley. Be bold, be seen. And as always, be good. Good.

KGCI: Real Estate on Air - Brand Like You Mean It: How to Standout in Real Estate with Hollie Kitchens

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