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Workbook

HOW TO BUILD YOUR PERSONAL BRAND

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2

HOW TO BUILD YOUR PERSONAL BRAND | Table of Contents

PHASE ONE: CORE IDENTITY

INTRODUCTION: WHY PERSONAL BRAND

PHASE TWO: CONSISTENT CONTENT

40

41

43

44

45

46

47

48

49

50

53

54

55

59

60

51

Ch. 26 Instagram Strategy and Execution

Ch. 27 Exercise: Your Instagram Action Plan

Ch. 28 Facebook Strategy and Execution

Ch. 29 Exercise: Your Facebook Action Plan

Ch. 30 LinkedIn Strategy and Execution

Ch. 31 Exercise: Your LinkedIn Action Plan

Ch. 32 TikTok Strategy and Execution

Ch. 33 Exercise: Your TikTok Action Plan

Ch. 34 YouTube Strategy and Execution

Ch. 35 Exercise: Your YouTube Action Plan

Ch. 36 Social Platform Success Metrics

Ch. 37 Planning Your Content Calendar and Producing in Bulk

Ch. 38 Exercise: Creating Your Content Calendar and Production Schedule

Ch. 40 Your Voice: Plot Out Your Newsletter Content

Ch. 42 Exercise: Making Your Own Newsletter

Ch. 43 Recap: Consistent Content

4

5

A Letter from Ryan Serhant

Overview: Brand Strategy System

Note: The workbook content really begins in Chapter 7 – don’t be alarmed, not every chapter has a workbook page!

Ch. 7 Exercise: YOU Are the Headline

Ch. 9 Exercise: The Interest Audit

Ch. 11 Discover Your Adjectives

Ch. 13 Your Brand Colors and Typeface

Ch. 15 Exercise: Planning Your Logo

Ch. 16 Headshot and Lifestyle Photoshoot Session

Ch. 18 Forging Your You-First Website

Ch. 19 Your Email Address and Domain Say a Lot About You

Ch. 20 Establishing Your Presence with Google Business

Ch. 21 Establishing Your Presence with Facebook Business

Ch. 22 Recap: Core Identity

7

9

11

16

20

21

30

32

33

35

38

HOW TO BUILD YOUR PERSONAL BRAND | Table of Contents

PHASE THREE: SHOUT IT FROM THE MOUNTAINTOP

62

65

66

71

Ch. 48 Credibility: Start Building It Now

Ch. 49 Coverage: Pitching to the Press

Ch. 50 Coverage: Our Expert Strategies for Any Market

Ch. 53 Community: Making Your AND Actionable

3

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HOW TO BUILD YOUR PERSONAL BRAND | A Letter from Ryan Serhant

4

Welcome to Your

Personal Brand Course!

A LETTER FROM RYAN SERHANT

Personal brands have never been more important. Whether you are an agent or a broker, or whether it’s

your ﬁrst year in real estate or your 30

th

year, you must SHOW THE WORLD A STRATEGIC PICTURE

OF WHO YOU ARE. Without a brand, you are just a random person offering a service or one broker

ﬂoating around in a SEA of salespeople!

Don’t you want something better for yourself? I did. And, I want something better for you too – which

is why in this course I’m going to guide you through the EXACT SYSTEM I used to grow my brand.

This course provides the building blocks you need to create a brand that highlights your best personal

strengths and unique qualities, putting you in a position to achieve your limitless livelihood.

Think of this workbook as your own personal partner for our branding process. It highlights the same

techniques from the Serhant Brand Strategy System that I used to build the most followed real estate

brand in the world: 1) Core Identity; 2) Consistent Content; and 3) Shout It From the Mountaintop. I’ve

been returning to this system over and over again as I’ve evolved my brand and grown my business to

new heights.

If you give this course YOUR ALL, there are tangible beneﬁts for you on the other side! I am living proof.

When I started my real estate career in 2008 – above a hamburger shop at the corner of 49

th

and

Madison in New York City – I could NEVER have imagined that someday I’d be at the helm of the most

followed real estate brand in the world. It DID NOT happen overnight. Building the brand took hard

work, dedication, creativity, and imagination . . . but it’s also taken me to places I never thought I’d go.

The bottom line is that your brand is your power, and we want to help you harness that power!

Great things will happen when you do.

Ready, Set, Go!

5

HOW TO BUILD YOUR PERSONAL BRAND | SERHANT Brand Strategy System

CORE IDENTITY

You are one real estate agent in a sea of thousands in your market. You’ll learn to differentiate yourself by

clearly articulating who you are and what you stand for. Then, we’ll give you a blueprint for building your

identity across all touch points.

CONSISTENT CONTENT

Once your brand is deﬁned, you’ll generate leads and stay top of mind by creating regular social media

content and an email newsletter. We’ll tell you how, how often, and on which platforms.

SHOUT IT FROM THE MOUNTAINTOP

Now, we amplify. We’ll provide you with the roadmap to help you build credibility, get coverage, and

stand out from the competition in your community through speaking opportunities, press outreach, and

increasing your local presence.

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CORE IDENTITY

PHASE ONE:

Exercise: YOU Are the ________

Headline

CHAPTER 7

7

HOW TO BUILD YOUR PERSONAL BRAND | Exercise: YOU Are the Headline

Complete this section as you view the corresponding chapter video.

• Imagine yourself ﬁve years into the future. After another incredible sales year,

you’ve made the cover of the most respected newspaper or magazine in your

local market. Think about what that cover looks like, and how it feels to see

yourself there.

• Jot down key words and phrases that come to mind as you think about each

question.

• After completing the visualization, circle or highlight words that are similar or

repeat in each section.

What does the headline say?

How are you described?

Jot down

key words.

Who are your clients, what type

of business are you doing, and

what makes you successful?

How do you

describe your

business at that exact moment?

Beyond the properties sold and

the dollar signs – what value has

your business brought to your

clients and customers?

FUTUREFOCUSED

Focus on your brand 5 years from now

SIMPLE, CLEAR, AND LOGICAL

It shouldn’t be too abstract or complex, and should make sense to potential

clients

ASPIRATIONAL, BUT PRACTICAL

Something that will really push you, but isn’t outside the realm of possibility

given where you are today

In this exercise, you will begin crafting your brand vision. Remember the three

essential qualities of an effective brand vision:

Ch. 7 Exercise: YOU Are

the Headline

Ch. 9 Exercise: The

Interest Audit

Ch. 11 Discover Your

Adjectives

Ch. 13 Your Brand Colors

and Typeface

Ch. 15 Exercise: Planning

Your Logo

Ch. 16 Headshot and

Lifestyle

Photoshoot

Session

Ch. 18 Forging Your

You-First Website

Ch. 19 Your Email

Address and

Domain Say a Lot

About You

Ch. 20 Establishing Your

Presence with

Google Business

Ch. 21 Establishing Your

Presence with

Facebook Business

Ch. 22 Recap: Core

Identity

PHASE ONE

PHASE TWO

PHASE THREE

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Now, let’s work together to create your brand vision based on how you envision

yourself in ﬁve years.

Here are the examples we give in the course:

If you need help putting yours together, ask yourself:

What do you want to do, and how do you want to do it?

Craft your statement using the ideas, words, and feelings that you brainstormed in the visualization activity above.

Remember the checklist from a previous page – your brand vision should be:

FUTUREFOCUSED

ASPIRATIONAL, BUT PRACTICAL

SIMPLE, CLEAR, AND LOGICAL

THINK:

ACTION + PURPOSE + ASPIRATIONAL GOAL

Or, if you have your own idea for a brand vision, write it below.

(you do not need to follow a formula – your brand vision can be as unique as you!)

MY BRAND VISION IS

• Ryan’s Brand Vision:

Be globally recognized for selling the world’s most expensive properties with the world’s

wealthiest clients.

• Nike’s Brand Vision:

Bring inspiration and innovation to every athlete in the world.

• Disney’s Brand Vision:

Make people happy.

• Southwest Airlines’ Brand Vision:

To be the world’s most loved, most efﬁcient, and most proﬁtable airline.

HOW TO BUILD YOUR PERSONAL BRAND | Exercise: YOU Are the Headline

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Exercise: The Interest ______

Audit

To discover your “AND,” answer the questions below in Step 1. Then, follow the

instructions in Step 2 in order to dig deeper and hone in on your “AND.”

CHAPTER 9

HOW TO BUILD YOUR PERSONAL BRAND | Exercise: The Interest Audit

What are your non-real estate

interests?

What do you spend your

free

time doing?

What do you wish you had

more time to do?

How would you

earn your

income if you didn’t work in

real estate?

What are your greatest non-real

estate

accomplishments?

Where does your

mind wander

outside of real estate?

STEP 1:

9

Ch. 7 Exercise: YOU Are

the Headline

Ch. 9 Exercise: The

Interest Audit

Ch. 11 Discover Your

Adjectives

Ch. 13 Your Brand Colors

and Typeface

Ch. 15 Exercise: Planning

Your Logo

Ch. 16 Headshot and

Lifestyle

Photoshoot

Session

Ch. 18 Forging Your

You-First Website

Ch. 19 Your Email

Address and

Domain Say a Lot

About You

Ch. 20 Establishing Your

Presence with

Google Business

Ch. 21 Establishing Your

Presence with

Facebook Business

Ch. 22 Recap: Core

Identity

PHASE ONE

PHASE TWO

PHASE THREE

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Examine your list for common themes and unique areas of expertise.

Highlight, circle, or star anything that appears on your list more than once, or any related or connected topics you see.

Look carefully at your answers to each question – what related hobbies or passions do you see?

What is emerging as an area of interest or expertise? This is your “AND.”

FOR EXAMPLE:

Did you list outdoor activities, like hiking, canoeing, and mountain biking? Maybe outdoor sports is your thing! What about

wine - is wine on your list multiple times? And are you constantly asked for wine recommendations?

You are

REAL ESTATE AND WINE. You’re the one who holds fantastic wine tastings at broker opens, drawing huge crowds

and getting great exposure for your properties. You can make videos in homes you’re selling, sharing the qualities of a

good cabernet while showing off your client’s perfect chef’s kitchen.

I AM REAL ESTATE AND .

GREAT!

Your “AND” is a critical component of your core identity. We’ll revisit your “AND”

throughout the rest of this course.

STEP 2: INTEREST AUDIT

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HOW TO BUILD YOUR PERSONAL BRAND | Exercise: The Interest Audit

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Discover Your _________

Adjectives

Complete the follow exercise to help identify your adjectives. Remember to avoid

expectation words, like trustworthy, reliable, hard-working, as these are qualities you

are expected to have as a real estate agent. Focus on things that make you unique

and qualities that give you a competitive advantage.

Fill in the mind map with adjectives that describe

your personality as it is, without any

sort of bias for what you think it should be or what you want it to be.

Who are

YOU today?

CHAPTER 11

HOW TO BUILD YOUR PERSONAL BRAND | Discover Your Adjectives

STEP 1: HOW DO YOU SEE YOURSELF?

11

MY PERSONALITY

Ch. 7 Exercise: YOU Are

the Headline

Ch. 9 Exercise: The

Interest Audit

Ch. 11 Discover Your

Adjectives

Ch. 13 Your Brand Colors

and Typeface

Ch. 15 Exercise: Planning

Your Logo

Ch. 16 Headshot and

Lifestyle

Photoshoot

Session

Ch. 18 Forging Your

You-First Website

Ch. 19 Your Email

Address and

Domain Say a Lot

About You

Ch. 20 Establishing Your

Presence with

Google Business

Ch. 21 Establishing Your

Presence with

Facebook Business

Ch. 22 Recap: Core

Identity

PHASE ONE

PHASE TWO

PHASE THREE

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*BONUS ACTIVITY:

Reach out to past clients and current colleagues to help with this assignment!

Although this can be scary, this is also an opportunity to follow up with anyone you haven’t connected with recently.

Below are two sample emails – use these as a starting point and be sure to customize them and make them personal.

Be sure to thank them once they reply!

How would colleagues or team

members describe you?

(If you’re going to follow our advice to reach

out to team members, wait until they respond

so you receive accurate descriptions.)

1.

2.

3.

How would clients describe you?

(If you’re going to follow our advice to reach out

to team members, wait until they respond so you

receive accurate descriptions.)

1.

2.

3.

Why would clients refer you to other

people?

1.

2.

3.

BONUS:

If you have a collection of testimonials,

review those. What words appear most

often?

(Note: your testimonials may include expectation

words such as “hard-working.” That’s OK here,

but we encourage you to push past expectation

words in the ﬁnal set of adjectives for your

brand personality.)

1.

2.

3.

4.

5.

STEP 2: HOW DO OTHERS SEE YOU?*

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HOW TO BUILD YOUR PERSONAL BRAND | Discover Your Adjectives

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COLLEAGUE EMAIL:

Hi [Name],

[Start with a brief personal, complimentary greeting, such as – “Congratulations on the recent closing on that beautiful

apartment on Main Street!” or “It was such a pleasure working with you on the Creek Road deal, I hope your buyers are loving

their new home!”].

Recently, I enrolled in a course offered by Sell it Like Serhant, and I’m currently working on deﬁning my brand personality. I’d

appreciate if you could take a moment to answer one question: What three words would you use to describe my

personality?

Thank you so much for helping! It would be great to treat you to a coffee one day soon – let me know if you’re available

next week!

[Or a similar friendly ending; consider offering to buy them a coffee or glass of wine as a thank you!]

Sincerely,

[Your Name]

PAST CLIENT EMAIL:

Dear [Name],

How are you since [insert something personal here, such as: “the move to the new place on Sycamore Street?”; “we spoke

at the last PTA meeting?”; etc.]. I hope you [and your family, new puppy, whatever!] are doing well.

I am currently working on developing and reﬁning my personal brand. As a past client, your input and feedback are

important, and would be grateful if you could answer one quick question that will help me with this endeavor: If you were

to recommend my services to someone in your network, what three words would you use to describe

my personality?

[Be sure to offer them something in return - doesn’t have to be big or explicit! Make it personal if possible and appropriate for

your relationship and level of familiarity. Examples:]

• As a thank you, I’d love to treat you to a cup of coffee and catch up! Are you available next

Thursday or Friday afternoon?

• I also attached a recent review for a new restaurant that just opened – wanted to make sure you saw it,

as I know how much you love Greek food!

• As a thank you, I’d love to drop off a bottle of a wonderful cabernet I had the other night – I’ll be in

your neighborhood on Saturday and can stop by then!

Sincerely,

[Your Name]

13

HOW TO BUILD YOUR PERSONAL BRAND | Discover Your Adjectives

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STEP 4: REFINE

Now, which of the adjectives you’ve circled support your brand vision and can align with your “AND”?

At least one or two should align naturally, because we’ve created your brand vision and your “AND”

based on authenticity. If you have more than that, pick the ones you like best.

Choose 1–2 from your chart in step 2:

HOW TO BUILD YOUR PERSONAL BRAND | Discover Your Adjectives

CURRENT CLIENT:

(Only send to a client who has a contract signed! Make sure it’s a client who actually knows you.)

Dear [Client],

[Start with a positive, light reference to your current business with them – like “I’m looking forward to that property

tour coming up, I think you’re really going to like it!”]

I am currently working on developing and reﬁning my personal brand. As a client, I deeply respect your input and

feedback, and would be grateful if you could answer one quick question that will help me with this endeavor: If you

were to recommend my services to someone in your network, what three words would you use

to describe my personality?

Thank you so much for assisting me with this – I look forward to continuing our work together!

Sincerely,

[Your Name]

STEP 3: RECONCILE

Go back to the chart in step 2.

Where is the overlap between how you describe your own personality and how others describe you?

Circle the words that overlap between steps 1 and 2 or that come close to overlapping.

That’s likely your zone of authenticity.

Now, identify 1-2 more adjectives that are speciﬁc to your brand vision, your AND, as well as your authentic

personality. For example, if your brand vision is to become known for selling large family homes and you don’t yet

mhave “familial,” “warm,” or “wholesome” as a relevant adjective and this new adjective is authentically you – add it.

Write 1–2 new adjectives that do not appear on your above chart:

15

HOW TO BUILD YOUR PERSONAL BRAND | Discover Your Adjectives

Now, out of the 3-4 adjectives you’ve written on the lines immediately above, consolidate your list.

Write down your ﬁnal three adjectives to describe your brand personality.

At this point, you’ve established your BRAND POSITION. Make sure you’ve completed this before moving on

to the next section.

To recap, ﬁll in the blanks below:

MY BRAND PERSONALITY IS:

1.

2.

3.

MY BRAND VISION:

MY “AND”:

MY BRAND PERSONALITY (MY ADJECTIVES):

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HOW TO BUILD YOUR PERSONAL BRAND | Your Brand Colors and Typeface

Your Brand Colors and ________

In this activity, you’ll choose your brand color and typeface. These are the color(s) and

font(s) you will use across all your marketing collateral. Its important to keep your brand

personality front and center when doing this. At the end of this workbook activity, we’ve

included the SERHANT style guide to show you what this looks like when it all comes

together.

Take a look at the color wheel and color chart below and on the following page. Read

the ideas, emotions, and traits associated with each of the primary and secondary

colors. Consider the adjectives associated with your brand personality as determined

in the previous activity (Chapter 11).

Which colors have qualities that are aligned with your brand personality? Remember,

they don’t need to be a perfect match, but they should be similar or related. If possible,

narrow down to one color that best matches your brand personality.

CHAPTER 13

STEP 1: CHOOSE YOUR COLOR(S)

Typeface

Ch. 7 Exercise: YOU Are

the Headline

Ch. 9 Exercise: The

Interest Audit

Ch. 11 Discover Your

Adjectives

Ch. 13 Your Brand Colors

and Typeface

Ch. 15 Exercise: Planning

Your Logo

Ch. 16 Headshot and

Lifestyle

Photoshoot

Session

Ch. 18 Forging Your

You-First Website

Ch. 19 Your Email

Address and

Domain Say a Lot

About You

Ch. 20 Establishing Your

Presence with

Google Business

Ch. 21 Establishing Your

Presence with

Facebook Business

Ch. 22 Recap: Core

Identity

PHASE ONE

PHASE TWO

PHASE THREE

PRIMARY

PRIMARYPRIMARY

SECONDARYSECONDARY

SECONDARY

RED

ORANGE

YELLOW

GREEN

BLUE

PURPLE

17

Each color has endless shares and variations – go to any paint store to see how many shades of green you can choose

from! Each individual shade can convey more nuanced emotions and ideas. You can reﬁne the speciﬁc hue, shade, or

saturation when you’re working on your logo.

NOW, LET’S MOVE ON TO TYPEFACE

HOW TO BUILD YOUR PERSONAL BRAND | Your Brand Colors and Typeface

Note: If you circled no, you need to either rework your brand position or your color

choice. Your brand position and visual identity must align!

YES / NO

MY SELECTED COLOR IS: , (AND .)

BECAUSE IT CONVEYS

, ,

AND .

SANITY CHECK:

Does the information conveyed by your chosen color accurately represent your brand position? Circle one.

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SAN SERIF

Personality

• Modern

• Straightfor ward

• Understanding

• Universal

Examples

• Futura

• Avenir

• Helvetica

• Verdana

SLAB SERIF

Personality

• Bold

• Contemporary

• Trendy

• Friendly

Examples

• Josefin Slab

• Bodoni

• Courier

• Rockwell

18

SERIF

Personality

• Traditional

• Sophisticated

• Practical

• Important

Examples

• Baskerville

• Didot

• Adobe Garamond

• Times New Roman

SCRIPT

Personality

• Elegant

• Classic

• Personal

• St ylish

Examples

• Augu Script

• Pinyon

• Al Fresco

• Snell Roundhand

There are thousands of font options available to you – the chart below shows the four major font families, their

personalities, and a few examples of popular fonts from each family. To explore the broad range of available fonts,

we’ve included directions for using Google Fonts after the chart. Use these two resources together to zero in on the font

family that best matches your brand personality, and then pick three possible fonts for use across all aspects of your

visual identity. Record them in the space below – we’ll be coming back to this later!

USING GOOGLE FONTS

As Ryan says in the corresponding video, there are endless font options. One helpful tool for exploring options is Google

Fonts. Once you’ve chosen a font family, we suggest using Google Fonts to explore speciﬁc options.

First, go to fonts.google.com. You can search for speciﬁc fonts, or ﬁlter by font family using the “Categories” drop-down.

(Please note: the previous chart gives the most commonly accepted family names. Generally speaking, Google refers to

SLAB SERIF fonts as DISPLAY, and SCRIPT fonts as HANDWRITING.)

MY SELECTED FONT FAMILY IS:

POSSIBLE FONTS ARE:

HOW TO BUILD YOUR PERSONAL BRAND | Your Brand Colors and Typeface

STEP 2: CHOOSE YOUR TYPEFACE

You can play with the exact style of each font using the FONT PROPERTIES drop-down menu.

Here is an example of one of Ryan’s favorite sayings in six different types of Sans Serif fonts (and see, Google Fonts

even lets you change the language!)

SERHANT. STYLE GUIDE

We’ve included a summary of the SERHANT. style guide below to show you how this all comes together. Everything

that SERHANT. puts out in the world – from show sheets to pages on the website to ofﬁcial SERHANT. merchandise

follows this style guide.

Refer back to your brand vision, your AND, and your brand personality when choosing your color.

LOGO

Rich Blue

PMS 2747

CMYK 100,99,19,17

RGB 18,18,117

#121275

IDENTITY COLORS

Uncoated Black

PMS BLACK C

CMYK 0 0,0,100

RGB 0,0,0

#000

Light Grey

PMS COOL GREY 5

CMYK 0,0,0,33

RGB 170,170,170

#AAA

Ultra Light

PMS COOL GREY 2

CMYK 0,0,0,10

RGB 270,270,270

#EAEAEA

TYPOGRAPHY

Headline

abcdefghijklmnopqrstuvwxyz

Subheadline

ABCDEFGHIJKLMNOPQRSTUVWXYZ

abcdefghijklmnopqrstuvwxyz

Note: If you are working with a designer to make a logo, the designer can/should also make you a style guide. If not, you can

make an informal guide based on what the designer has created.

19

HOW TO BUILD YOUR PERSONAL BRAND | Your Brand Colors and Typeface

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Exercise: Planning Your _____

Logo

Fill in the blanks below with the different elements of your visual identity - these are the

parts of your core identity that will inform your logo. And great news, you’ve already

done all this work! Refer back to previous sections of the workbook and look for the

yellow boxes – add the information from there into the template below!

CHAPTER 15

HOW TO BUILD YOUR PERSONAL BRAND | Exercise: Planning Your Logo

BRAND VISION:

MY CORE IDENTITY IS REAL ESTATE AND

20

MY BRAND PERSONALITY (ADJECTIVES):

COLOR:

FONT FAMILY:

FONT:

Notes on hue/shade: Notes on style:

ADDITIONAL ACTIVITY:

Create a mood board with examples of logos and images that speak to or inspire you.

This can be digital or a hard copy. Refer back to the Chapter 15 video for how to do this!

Ch. 7 Exercise: YOU Are

the Headline

Ch. 9 Exercise: The

Interest Audit

Ch. 11 Discover Your

Adjectives

Ch. 13 Your Brand Colors

and Typeface

Ch. 15 Exercise: Planning

Your Logo

Ch. 16 Headshot and

Lifestyle

Photoshoot

Session

Ch. 18 Forging Your

You-First Website

Ch. 19 Your Email

Address and

Domain Say a Lot

About You

Ch. 20 Establishing Your

Presence with

Google Business

Ch. 21 Establishing Your

Presence with

Facebook Business

Ch. 22 Recap: Core

Identity

PHASE ONE

PHASE TWO

PHASE THREE

HOW TO BUILD YOUR PERSONAL BRAND | Headshot and Lifestyle Photoshoot Session

Headshot and Lifestyle

Photoshoot _______

Seion

POSING GUIDE

We’ve included a helpful posing guide to give you pointers for getting the most out of

your headshot and lifestyle photoshoot. While your photographer should be your main

source of direction and feedback as you are shooting, these examples can get you

started.

HEADSHOT PLANNING GUIDE

As Ryan said, your headshot should be a polished, professional picture that showcases

you as a conﬁdent professional. Gone are the days of the static pose with a boring

background – while a headshot is not as relaxed as lifestyle photos, you can still get

creative and showcase your brand through strategic choices:

CHAPTER 16

21

Use the following guides to plan for your headshot and lifestyle photoshoot.

1. Your Outﬁt: Pick something that is aligned with your brand personality and

aligned with who you are as a professional. Think carefully about your target

clients – what will make them comfortable and conﬁdent? For example,

if your target client is a high-net-worth banker, be sure to wear something more

formal, like a tailored suit. If your specialization is beach properties, maybe

choose something less formal, like a collared shirt with sleeves rolled up, or a

dress or blouse in a bright, beachy color.

2. Your Background: Again, make sure this matches your brand personality

and your vision. Remember Ryan’s example: when his brand vision was to be

the most successful agent in New York City, he used a cobble stone street as

his background – a classic New York City setting. Now that his vision is more

global, he uses a neutral background that is not tied to a speciﬁc location.

3. Your Poses: You should appear professional, polished, and approachable.

Work with your photographer to make sure you are projecting the right image,

and make sure it is aligned to your brand personality. Use the following

Posing Guide for additional tips and tricks to help you shine.

Ch. 7 Exercise: YOU Are

the Headline

Ch. 9 Exercise: The

Interest Audit

Ch. 11 Discover Your

Adjectives

Ch. 13 Your Brand Colors

and Typeface

Ch. 15 Exercise: Planning

Your Logo

Ch. 16 Headshot and

Lifestyle

Photoshoot

Session

Ch. 18 Forging Your

You-First Website

Ch. 19 Your Email

Address and

Domain Say a Lot

About You

Ch. 20 Establishing Your

Presence with

Google Business

Ch. 21 Establishing Your

Presence with

Facebook Business

Ch. 22 Recap: Core

Identity

PHASE ONE

PHASE TWO

PHASE THREE

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HOW TO BUILD YOUR PERSONAL BRAND | Headshot and Lifestyle Photoshoot Session

22

1. Chin down, ears forward! This will help accentuate your facial features to make you appear conﬁdent,

yet approachable.

2. Angle Your Shoulders Slightly: Work with your photographer to make sure your shoulder isn’t too angled

or too straight – a slight angle is most ﬂattering.

The quarter turn is an

easy, natural look.

Chin too high

HOW TO BUILD YOUR PERSONAL BRAND | Headshot and Lifestyle Photoshoot Session

23

3. Arm Placement: Don’t just let them hang there – you’ll look stiff and uncomfortable. Cross your arms or

putting a hand on your hip or in your pocket will look more natural and conﬁdent.

4. Smile! Practice in the mirror – experiment with a more open or closed mouth, and with the broadness of your

smile.

If in doubt, cross

your arms

Ryan doesn’t look

as friendly with a

closed mouth

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HOW TO BUILD YOUR PERSONAL BRAND | Headshot and Lifestyle Photoshoot Session

24

5. Most importantly, relax. As Ryan always says, people hate being sold, but love shopping with friends.

A relaxed, friendly headshot will help humanize you - but be sure to stay true to your brand personality.

6. Putting it all together!

Lean in slightly to

appear less stiff

HOW TO BUILD YOUR PERSONAL BRAND | Headshot and Lifestyle Photoshoot Session

25

1. For seated shots, experiment with different angles, arm placement, and leg placement. It is okay to look

like you are relaxed, or having fun – however, avoid looking sloppy or too informal. Remember, these are

still an important marketing tool!

LIFESTYLE PHOTOSHOOT POSING GUIDE

Like your headshot, your lifestyle photoshoot should showcase you as professional, yet approachable – but here you

have the opportunity to show a bit more personality! The possibilities are endless, and we encourage you to include

your “AND” if it’s possible. We’ve included a few pointers below to help you make the most of this shoot – for more

ideas, check the SERHANT. Instagram account for examples from recent SERHANT. agent shoots.

Talia is hunched

over and closed

off

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HOW TO BUILD YOUR PERSONAL BRAND | Headshot and Lifestyle Photoshoot Session

26

2. Practice different angles: Avoid staring at the camera straight on or standing/sitting too far back from the

camera – this often comes off as cold or unfriendly.

3. Like with your headshot, relax! Practice in the mirror, ﬁnd poses that let you shine. Show some

personality, have a little fun, and stay true to your brand personality.

Sitting or standing

against a wall appears

as though you are

backing away.

Be mindful of

slouching

HOW TO BUILD YOUR PERSONAL BRAND | Headshot and Lifestyle Photoshoot Session

4. Most importantly, make your photographer a collaborator in this project to make sure you are

happy with the ﬁnal product. Build a working relationship with a photographer you trust will

serve you well over time.

27

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PHOTOGRAPHY PLANNING CHECKLIST

28

LOCATION WARDROBE CONCEPT

1. 1. 1.

2. 2. 2.

3. 3. 3.

4. 4. 4.

5. 5. 5.

6. 6. 6.

7. 7. 7.

8. 8. 8.

9. 9. 9.

10. 10. 10.

11 . 11 . 11 .

12. 12. 12.

HOW TO BUILD YOUR PERSONAL BRAND | Headshot and Lifestyle Photoshoot Session

LIFESTYLE & HEADSHOT PHOTOSHOOT PLANNING GUIDE

Use the following chart to plan the key elements of your lifestyle and headshot photoshoot. While you can have a single

outﬁt, location, and concept for your headshot, your lifestyle photoshoot should include 8-12 combinations.

Be sure to think carefully about the

concept of each shot – look to other agents and people you follow on Instagram for

inspiration. Remember to incorporate your “AND” as appropriate and stay true to your brand personality and adjectives.

29

HOW TO BUILD YOUR PERSONAL BRAND | Headshot and Lifestyle Photoshoot Session

Photographer Selected and Conﬁrmed

Name:

Contact Info:

Hair/Makeup Artist Selected and Conﬁrmed

Name:

Contact Info:

Location(s) Selected and Conﬁrmed

Location Address

:

Contact Info (if needed)

:

Location 2 Address

:

Contact Info (if needed)

:

Wardrobe Stylist Selected and Conﬁrmed

Name:

Contact Info:

Date of Photoshoot:

Start time:

End time:

Weather forecast:

(helpful for determining lighting/styling needs)

Speciﬁc Wardrobe Pieces to Bring:

Shirts/Blouses

Jackets

Pants

Dresses/Skirts

Shoes

Accessories

PRINT AND BRING TO YOUR NEXT PHOTOSHOOT

Use the following checklist to ensure you’ve planned the most important aspects of your lifestyle photoshoot.

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HOW TO BUILD YOUR PERSONAL BRAND | Forging Your You-First Website

Forging Your You-First _______

Website

CHAPTER 18

30

Your agent-ﬁrst website is an essential part of your digital identity. As Ryan reminds us

repeatedly, people want to work with you because of YOU – not because of your

brokerage, not because of your team, but YOU. Sure, having a brokerage and a team

that clients trust is important, but the ﬁrst decision they will make will be 100% about you

– so make sure you’re well represented when potential clients search for you!

Remember, this chapter and activity are not about how to actually BUILD a website –

unless you already know how to build a website from scratch, it’s best to either outsource

it and hire a web designer (you can ﬁnd great web designers to suit your budget on

platforms like Upwork or Fivrr!), or stick with a simple, drag and drop platform such as

SquareSpace, Wix, or Webﬂow.

What we WILL focus on is the content that will be on your website. Remember, this

doesn’t have to be some massive, interactive site – just focus on getting the key

information up there in a polished, easy-to-navigate format. As your business grows,

you may want to add some more bells and whistles, but again – seek out an

experienced web designer to do that for you!

Before actually building and launching your site, you need to have all the following:

If you’re still working on those things, it’s okay! You can still start compiling the key

information that will go on your site. The outline below will walk you through the

essential pieces of an effective agent-ﬁrst website.

• Professional headshots

• Lifestyle photos

• The elements of your personal brand, including:

Brand Position

Font(s)

Color(s)

A Finished Logo

Ch. 7 Exercise: YOU Are

the Headline

Ch. 9 Exercise: The

Interest Audit

Ch. 11 Discover Your

Adjectives

Ch. 13 Your Brand Colors

and Typeface

Ch. 15 Exercise: Planning

Your Logo

Ch. 16 Headshot and

Lifestyle

Photoshoot

Session

Ch. 18 Forging Your

You-First Website

Ch. 19 Your Email

Address and

Domain Say a Lot

About You

Ch. 20 Establishing Your

Presence with

Google Business

Ch. 21 Establishing Your

Presence with

Facebook Business

Ch. 22 Recap: Core

Identity

PHASE ONE

PHASE TWO

PHASE THREE

HOW TO BUILD YOUR PERSONAL BRAND | Forging Your You-First Website

We recommend your website consist of 3-5 pages. Yup. That’s it! Most people won’t read through every inch of

it – they’ll most like visit your website for a quick credibility check. Make sure to include the following information

in the footer on every page: links to sign up for your newsletter, links to your social media accounts, and your

contact information (which should be on your About Me/Us page as well.)

There are a few things that will be consistent across EVERY page within your site:

And – that’s it! Remember, clarity and centering YOU are key here.

BASIC WEBSITE OUTLINE

• Home page: Lead with agent-ﬁrst visuals, brief information about who you are and your

AND, highlight key accolades, and client testimonials.

• About Me/Us page: This is where your longer-form bio and contact information will

go. If you have a team or are part of team, here is where you’ll want to talk about all the

team resources your clients get when they decide to work with YOU.

• Just Listed/Just Sold page: Highlight your recent listings and recent sales. BUT: Only

pick the homes that are representative of your brand position. If you’re positioning yourself

as the family upgrade specialist, DO NOT show starter homes, even if you just listed or just

sold one. Do not lie and put homes you didn’t sell on this page; that’s unethical and could

get you in trouble for false advertising. But DO cherry-pick the ones you truly listed or sold.

• Press page: If you have recent press, be sure to include it here. If you don’t have any

yet, you don’t need this page. But keep this in mind - we’ll teach you how to generate press

in Phase three of the course. You can also include your blog on this page – either highlights

if you have an external blog site or include recent posts you’ve published (more on this in

Phase three)!

• Lead Magnet page: This is an advanced strategy we go into further in our social media

ads course. I recommend having a page where prospects can download thought

leadership from you such as a buyer’s guide, a seller’s guide, or a neighborhood guide.

Again, we cover this in more detail in our Social Media Ads course.

• Be sure to keep your fonts, colors, and logo consistent across all pages.

• On each page there should be a footer with your contact information and links to

sign up to your newsletter and to your social media accounts.

• The most important thing to keep consistent is YOU – remember, this is your agent-ﬁrst

website. You – your pictures, your AND, and your brand vision – need to always be front

and center.

31

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Your Email Address and ________

Say a Lot About You

CHAPTER 19

HOW TO BUILD YOUR PERSONAL BRAND | Your Email Address and Domain Say a Lot About You

EMAIL SIGNATURE

Below is Ryan’s email signature – as he says, this simple format is best to use for email

signatures. You can add 1-2 degrees, designations, or accolades, but only if they are

particularly compelling.

Name

Title/license held

Company name/logo

Website

Preferred phone contact*

*You may have two lines for this section – one for your ofﬁce and one for your mobile.

Links to social media accounts

32

Domain

YOUR EMAIL ADDRESS

It’s important to own your personal domain and to establish an email address associated

with that domain name. This is more than just branding – it’s about presenting the most

polished, professional version of you at every step of the client or customer interaction.

While free email domains are ﬁne for personal correspondence, using an email address

at your own domain adds a level of security and professionalism that will set you apart

from the crowd.

However, until you have built enough brand awareness, stick with your brokerage email

address – for now, that email domain is your credibility. Once your personal brand takes

off, it’s time to transition! Your personal domain should be easily connected to YOU – it

should be short, to the point, pronounceable, and identiﬁable. The exact same goes for

your email address.

Here are some examples using the name “Ryan Serhant”:

ryan@ryanserhant.com

rs@ryanserhant.com

rserhant@ryanserhant.com

Notice all of these addresses are easily connected to the owner – Ryan – and are easy

to remember and share. Avoid generic addresses like info@ryanserhant.com – while

useful for general inquiries that may come in through your personal website, they are too

anonymous for important correspondence and lead cultivation.

Ch. 7 Exercise: YOU Are

the Headline

Ch. 9 Exercise: The

Interest Audit

Ch. 11 Discover Your

Adjectives

Ch. 13 Your Brand Colors

and Typeface

Ch. 15 Exercise: Planning

Your Logo

Ch. 16 Headshot and

Lifestyle

Photoshoot

Session

Ch. 18 Forging Your

You-First Website

Ch. 19 Your Email

Address and

Domain Say a Lot

About You

Ch. 20 Establishing Your

Presence with

Google Business

Ch. 21 Establishing Your

Presence with

Facebook Business

Ch. 22 Recap: Core

Identity

PHASE ONE

PHASE TWO

PHASE THREE

1. First, sign into the Google account associated with your business.

If you don’t have one yet, you’ll need to create one by going to

www.google.com and selecting “Create an Account.”

2. Visit google.com/business. Click the blue button that reads “Show up on

Google.” (Please note: Google likes to A/B test its buttons and

corresponding labels – the button may be labeled as “Create Proﬁle” or

something similar. Regardless, click on the blue button that appears and you’ll

stay on track!)

3. Search for your business in the “Business name” search bar. If you see

your business in the auto-populated list, click on it. Most likely, your business will

not already be in Google. You’ll then need to choose a name for your business;

pick something simple like “Mary Smith, Licensed Real Estate Agent.”

33

HOW TO BUILD YOUR PERSONAL BRAND | Establishing Your Presence with Google Business

Establishing Your _________

with Google Business

Presence

As Ryan says, your Google Business page is essential! Your Google Business page

allows you to control how your business appears on Google searches and Google

maps, and provides you with an easy, accessible platform to gather client testimonials.

CHAPTER 20

Ch. 7 Exercise: YOU Are

the Headline

Ch. 9 Exercise: The

Interest Audit

Ch. 11 Discover Your

Adjectives

Ch. 13 Your Brand Colors

and Typeface

Ch. 15 Exercise: Planning

Your Logo

Ch. 16 Headshot and

Lifestyle

Photoshoot

Session

Ch. 18 Forging Your

You-First Website

Ch. 19 Your Email

Address and

Domain Say a Lot

About You

Ch. 20 Establishing Your

Presence with

Google Business

Ch. 21 Establishing Your

Presence with

Facebook Business

Ch. 22 Recap: Core

Identity

PHASE ONE

PHASE TWO

PHASE THREE

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4. Choose how your business serves customers. Choose the option or options that best apply to your business.

5. Click “Get Started” and make sure to complete all information! You’ll be asked to complete basic

information, including contact information, website information, and a business description. Be sure to check in

on your account regularly and update it immediately if anything changes!

*Please note, these instructions are accurate as of November 2021, and subject to change. When in doubt, Google provides

helpful FAQ pages for all its products, including Google Business. Please consult Google directly for additional help getting set up.

34

HOW TO BUILD YOUR PERSONAL BRAND | Establishing Your Presence with Google Business

35

HOW TO BUILD YOUR PERSONAL BRAND | Establishing Your Presence with Facebook Business

Establishing Your __________

with Facebook Business

The second essential piece of your digital identity is your Facebook Business page. This

is a great way to tap into an engaged audience that is already part of your network.

CHAPTER 21

1. Make sure you have a Facebook account! Your Facebook business page

will be tied to your personal Facebook page, so make sure you have one, your

name is correct, and you are signed in to it.

2. Create a page. Under the “Home” drop down, you’ll see the “Create” list.

Choose the “Page” option.

3. Complete the basic “Create a Page” information. Choose a name for

your business – preferably “First Name Last Name, Licensed Real Estate Agent.”

Under category, list “Real Estate Agent” and any other terms/descriptors that

will be guide your target client to you – however, note you can only choose

options from the prepopulated list. Some possible options include: Commercial

Real Estate, Vacation Home Rental, Property Management Company, Real

Estate Company, Real Estate Service, Real Estate Developer.

Presence

Ch. 7 Exercise: YOU Are

the Headline

Ch. 9 Exercise: The

Interest Audit

Ch. 11 Discover Your

Adjectives

Ch. 13 Your Brand Colors

and Typeface

Ch. 15 Exercise: Planning

Your Logo

Ch. 16 Headshot and

Lifestyle

Photoshoot

Session

Ch. 18 Forging Your

You-First Website

Ch. 19 Your Email

Address and

Domain Say a Lot

About You

Ch. 20 Establishing Your

Presence with

Google Business

Ch. 21 Establishing Your

Presence with

Facebook Business

Ch. 22 Recap: Core

Identity

PHASE ONE

PHASE TWO

PHASE THREE

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4. Scroll down on the left panel to add photos. Use your current headshot for the proﬁle picture and

a lifestyle photo for the cover photo.

5. Add more information. Complete as much as possible to optimize your proﬁle.

6. Invite friends to like your page. Don’t feel shy about this! You are tapping into a network you

already have, and anyone who receives an invitation to like your page has to opt in to be added.

36

Press to invite

HOW TO BUILD YOUR PERSONAL BRAND | Establishing Your Presence with Facebook Business

7. Add a button. Facebook has “calls to action” built right in via the button options. Be sure to use basic ones,

like Follow, Send Email, and Call Now. Once you have a web page, be sure to activate the “Learn More”

button to redirect people to your you-ﬁrst website. Additionally, you can use the Sign Up button to allow

people to subscribe to your newsletter.

8. Begin posting….which we’ll cover in Phase 2: Consistent Content.

*Please note, these instructions are accurate as of November 2021, and subject to change. When in doubt, Facebook provides helpful

FAQ pages for all its products, including Facebook Business. Please consult Facebook directly for additional help getting set up.

37

Press to add button

HOW TO BUILD YOUR PERSONAL BRAND | Establishing Your Presence with Facebook Business

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38

HOW TO BUILD YOUR PERSONAL BRAND | Recap: Core Identity

BRAND VISION

P. 8

MY “AND”

P. 10

BRAND PERSONALITY

AND ADJECTIVES

P. 15

BRAND COLOR(S)

P. 17

BRAND TYPEFACE(S)

P. 18

Use this page to summarize everything you’ve crafted and identiﬁed in this section.

By having all the elements of your brand in one place, you’ll be able to refer to them

quickly and keep them top of mind as you move on to Phase Two.

CHAPTER 22

Recap: Core ________

Identity

Ch. 7 Exercise: YOU Are

the Headline

Ch. 9 Exercise: The

Interest Audit

Ch. 11 Discover Your

Adjectives

Ch. 13 Your Brand Colors

and Typeface

Ch. 15 Exercise: Planning

Your Logo

Ch. 16 Headshot and

Lifestyle

Photoshoot

Session

Ch. 18 Forging Your

You-First Website

Ch. 19 Your Email

Address and

Domain Say a Lot

About You

Ch. 20 Establishing Your

Presence with

Google Business

Ch. 21 Establishing Your

Presence with

Facebook Business

Ch. 22 Recap: Core

Identity

PHASE ONE

PHASE TWO

PHASE THREE

CONSISTENT CONTENT

PHASE TWO:

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OVERVIEW/DEMOGRAPHICS CONTENT/SURFACES

40

Use the template below to take notes on key features, functionalities, and strategies for

maximizing your presence on Instagram.

CHAPTER 26

KEY STRATEGIES/TAKEAWAYS

Instagram

Strategy and __________

Execution

HOW TO BUILD YOUR PERSONAL BRAND | Instagram Strategy and Execution

Ch. 26 Instagram

Strategy and

Execution

Ch. 27 Exercise: Your

Instagram Action

Plan

Ch. 28 Facebook

Strategy and

Execution

Ch. 29 Exercise: Your

Facebook Action

Plan

Ch. 30 LinkedIn

Strategy and

Execution

Ch. 31 Exercise: Your

LinkedIn Action

Plan

Ch. 32 TikTok

Strategy and

Execution

Ch. 33 Exercise: Your

TikTok Action Plan

Ch. 34 YouTube

Strategy and

Execution

Ch. 35 Exercise: Your

YouTube Action

Plan

Ch. 36 Social Platform

Success Metrics

Ch. 37 Planning Your

Content Calendar

and Producing in

Bulk

Ch. 38 Exercise: Creating

Your Content

Calendar and

Production

Schedule

Ch. 40 Your Voice:

Plot Out Your

Newsletter

Content

Ch. 42 Exercise: Making

Your Own

Newsletter

Ch. 43 Recap: Consistent

Content

PHASE ONE

PHASE TWO

PHASE THREE

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HOW TO BUILD YOUR PERSONAL BRAND | Exercise: Your Instagram Action Plan

42

Fill in the following chart with ideas for Instagram posts. Think carefully about each

bucket and make sure you are diversifying your content, while remaining consistent and

aligned with your brand. We’ve provided some examples for you.

PROFESSIONAL

Content Ideas

• Q&As, biweekly introductions, and assumptions video

• Ask me anything posts

• Neighborhood guides

•

PERSONAL/FRIENDS & FAMILY

Content Ideas

•

YOUR “AND”

Content Ideas

•

Facebook

Strategy and __________

Use the template below to take notes on key features, functionalities, and strategies for

maximizing your presence on Facebook.

CHAPTER 28

HOW TO BUILD YOUR PERSONAL BRAND | Facebook Strategy and Execution

OVERVIEW/DEMOGRAPHICS CONTENT/SURFACES

KEY STRATEGIES/TAKEAWAYS

43

Execution

Ch. 26 Instagram

Strategy and

Execution

Ch. 27 Exercise: Your

Instagram Action

Plan

Ch. 28 Facebook

Strategy and

Execution

Ch. 29 Exercise: Your

Facebook Action

Plan

Ch. 30 LinkedIn

Strategy and

Execution

Ch. 31 Exercise: Your

LinkedIn Action

Plan

Ch. 32 TikTok

Strategy and

Execution

Ch. 33 Exercise: Your

TikTok Action Plan

Ch. 34 YouTube

Strategy and

Execution

Ch. 35 Exercise: Your

YouTube Action

Plan

Ch. 36 Social Platform

Success Metrics

Ch. 37 Planning Your

Content Calendar

and Producing in

Bulk

Ch. 38 Exercise: Creating

Your Content

Calendar and

Production

Schedule

Ch. 40 Your Voice:

Plot Out Your

Newsletter

Content

Ch. 42 Exercise: Making

Your Own

Newsletter

Ch. 43 Recap: Consistent

Content

PHASE ONE

PHASE TWO

PHASE THREE

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CATEGORY

PERSONAL

PROFESSIONAL

YOUR “AND”

INSTAGRAM

CONTENT

FACEBOOK

BUSINESS

CONTENT

•

• Quck walkthrough of

new listing

•

• New listing photo with

description

•

• Mid–run video to stories

•

• Post–run summary/photo

•

Use the table below to document the ways in which your Facebook and Instagram

content are distinctly different. If you have yet to build out one or both of those

platforms, set concrete goals for yourself so that when you begin sharing content,

you are able to maintain two distinct platforms. We have provided an example that

incorporates an “AND” of running.

BUT FIRST...

If not, go back to chapter 21 and do that now!

CHAPTER 29

HOW TO BUILD YOUR PERSONAL BRAND | Exercise: Your Facebook Action Plan

HAVE YOU CREATED YOUR FACEBOOK BUSINESS PAGE?

44

Exercise: Your Facebook

______ Plan

Action

Ch. 26 Instagram

Strategy and

Execution

Ch. 27 Exercise: Your

Instagram Action

Plan

Ch. 28 Facebook

Strategy and

Execution

Ch. 29 Exercise: Your

Facebook Action

Plan

Ch. 30 LinkedIn

Strategy and

Execution

Ch. 31 Exercise: Your

LinkedIn Action

Plan

Ch. 32 TikTok

Strategy and

Execution

Ch. 33 Exercise: Your

TikTok Action Plan

Ch. 34 YouTube

Strategy and

Execution

Ch. 35 Exercise: Your

YouTube Action

Plan

Ch. 36 Social Platform

Success Metrics

Ch. 37 Planning Your

Content Calendar

and Producing in

Bulk

Ch. 38 Exercise: Creating

Your Content

Calendar and

Production

Schedule

Ch. 40 Your Voice:

Plot Out Your

Newsletter

Content

Ch. 42 Exercise: Making

Your Own

Newsletter

Ch. 43 Recap: Consistent

Content

PHASE ONE

PHASE TWO

PHASE THREE

Use the template below to take notes on key features, functionalities, and strategies for

maximizing your presence on LinkedIn.

CHAPTER 30

HOW TO BUILD YOUR PERSONAL BRAND | LinkedIn Strategy and Execution

OVERVIEW/DEMOGRAPHICS CONTENT/SURFACES

KEY STRATEGIES/TAKEAWAYS

45

Strategy and __________

Execution

Ch. 26 Instagram

Strategy and

Execution

Ch. 27 Exercise: Your

Instagram Action

Plan

Ch. 28 Facebook

Strategy and

Execution

Ch. 29 Exercise: Your

Facebook Action

Plan

Ch. 30 LinkedIn

Strategy and

Execution

Ch. 31 Exercise: Your

LinkedIn Action

Plan

Ch. 32 TikTok

Strategy and

Execution

Ch. 33 Exercise: Your

TikTok Action Plan

Ch. 34 YouTube

Strategy and

Execution

Ch. 35 Exercise: Your

YouTube Action

Plan

Ch. 36 Social Platform

Success Metrics

Ch. 37 Planning Your

Content Calendar

and Producing in

Bulk

Ch. 38 Exercise: Creating

Your Content

Calendar and

Production

Schedule

Ch. 40 Your Voice:

Plot Out Your

Newsletter

Content

Ch. 42 Exercise: Making

Your Own

Newsletter

Ch. 43 Recap: Consistent

Content

PHASE ONE

PHASE TWO

PHASE THREE

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CHAPTER 31

HOW TO BUILD YOUR PERSONAL BRAND | Exercise: Your LinkedIn Action Plan

After viewing Chapter 30, take a few minutes to conﬁrm your LinkedIn proﬁle is

complete. This includes:

Next, remember Tyler’s assignment:

Connect with 10 thoughtfully selected users Every. Single. Day.

Create a recurring calendar notice to remind yourself to complete this! To get you

started, begin by reaching out to the following groups of people:

Name is correct and matches the name you use professionally

Headline is complete

Proﬁle photo is a high-quality headshot

Banner photo is high-quality and consistent with your brand

Job history is up to date and complete – up to 10-15 years of job history

is satisfactory if you have it

Education, licenses and certiﬁcations, and volunteer experience information

are complete

46

Exercise: Your LinkedIn

______ Plan

Action

Ch. 26 Instagram

Strategy and

Execution

Ch. 27 Exercise: Your

Instagram Action

Plan

Ch. 28 Facebook

Strategy and

Execution

Ch. 29 Exercise: Your

Facebook Action

Plan

Ch. 30 LinkedIn

Strategy and

Execution

Ch. 31 Exercise: Your

LinkedIn Action

Plan

Ch. 32 TikTok

Strategy and

Execution

Ch. 33 Exercise: Your

TikTok Action Plan

Ch. 34 YouTube

Strategy and

Execution

Ch. 35 Exercise: Your

YouTube Action

Plan

Ch. 36 Social Platform

Success Metrics

Ch. 37 Planning Your

Content Calendar

and Producing in

Bulk

Ch. 38 Exercise: Creating

Your Content

Calendar and

Production

Schedule

Ch. 40 Your Voice:

Plot Out Your

Newsletter

Content

Ch. 42 Exercise: Making

Your Own

Newsletter

Ch. 43 Recap: Consistent

Content

PHASE ONE

PHASE TWO

PHASE THREE

• Colleagues: Connect key people in your brokerage and your fellow agents.

• Agents You’ve Done Deals With: Connect with people you’ve previously

completed deals with, even if it’s been several years!

• Other Professional Contacts: Mortgage brokers, interior designers,

contractors, landscapers, the CEO of the local moving company – think broadly

about the people you’ve worked with in the past in different business capacities.

Cast a wide net!

• Former Classmates: If you know an old high school friend or college

classmate is in your market, reach out! You never know if they may need a real

estate agent.

• Neighbors/Community Members: Think of the people who are leaders

in the community – the PTA president, the secretary of your neighborhood HOA,

the manager at the local ballet studio – these are the people others trust, who

interact with lots of community members, and who can potentially help build your

lead-generating network.

Use the template below to take notes on key features, functionalities, and strategies for

maximizing your presence on TikTok.

CHAPTER 32

HOW TO BUILD YOUR PERSONAL BRAND | TikTok Strategy and Execution

OVERVIEW/DEMOGRAPHICS CONTENT/SURFACES

KEY STRATEGIES/TAKEAWAYS

47

TikTok

Strategy and __________

Execution

Ch. 26 Instagram

Strategy and

Execution

Ch. 27 Exercise: Your

Instagram Action

Plan

Ch. 28 Facebook

Strategy and

Execution

Ch. 29 Exercise: Your

Facebook Action

Plan

Ch. 30 LinkedIn

Strategy and

Execution

Ch. 31 Exercise: Your

LinkedIn Action

Plan

Ch. 32 TikTok

Strategy and

Execution

Ch. 33 Exercise: Your

TikTok Action Plan

Ch. 34 YouTube

Strategy and

Execution

Ch. 35 Exercise: Your

YouTube Action

Plan

Ch. 36 Social Platform

Success Metrics

Ch. 37 Planning Your

Content Calendar

and Producing in

Bulk

Ch. 38 Exercise: Creating

Your Content

Calendar and

Production

Schedule

Ch. 40 Your Voice:

Plot Out Your

Newsletter

Content

Ch. 42 Exercise: Making

Your Own

Newsletter

Ch. 43 Recap: Consistent

Content

PHASE ONE

PHASE TWO

PHASE THREE

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STEP 1 (5 MINUTES)  IDEATE:

Take 5 minutes to brainstorm and write down a plan for what you are going to do.

A quick home tour? A brief introduction video? A quick story about your most

embarrassing real estate moment? The possibilities are endless!

STEP 2 (15 MINUTES)  FILM:

Action! Start ﬁlming – you can do this directly in the TikTok app. Just record

on your smartphone and upload when you’re done.

STEP 3 (10 MINUTES)  EDIT:

You can do this via the TikTok app or through any program built into your

device. If you’re totally new to this, play around! Experiment with text, music,

and effects to communicate your message.

Again, perfection is not the goal! Rome wasn’t built in a day, and neither

is your TikTok. Don’t go over the allotted time, and when you are ready to

upload, be sure to include a few relevant hashtags.

Then: Try again tomorrow. Play around on the app, see what other successful

real estate agents are doing, what videos are trending, and which different

styles generate engagement. Follow other agents whose accounts you love

and look for creators whose style and voice you like. Use these for inspiration,

and most importantly, CREATE!

It’s time to get creating! You have 30 minutes to create your ﬁrst TikTok. Set a timer

and follow the plan below – most importantly, don’t be afraid to let go of your

fears and just have fun!

CHAPTER 33

HOW TO BUILD YOUR PERSONAL BRAND | Exercise: Your TikTok Action Plan

Don’t be a perfectionist – TikTok is all about authenticity, so now is

not the time to stress about every detail

Be mindful of background noise and lighting – make sure you

can be seen and heard.

Most importantly, HAVE FUN! Embrace the playfulness and

spontaneity of TikTok and let your personality shine.

48

Exercise: Your TikTok

______ Plan

Action

Ch. 26 Instagram

Strategy and

Execution

Ch. 27 Exercise: Your

Instagram Action

Plan

Ch. 28 Facebook

Strategy and

Execution

Ch. 29 Exercise: Your

Facebook Action

Plan

Ch. 30 LinkedIn

Strategy and

Execution

Ch. 31 Exercise: Your

LinkedIn Action

Plan

Ch. 32 TikTok

Strategy and

Execution

Ch. 33 Exercise: Your

TikTok Action Plan

Ch. 34 YouTube

Strategy and

Execution

Ch. 35 Exercise: Your

YouTube Action

Plan

Ch. 36 Social Platform

Success Metrics

Ch. 37 Planning Your

Content Calendar

and Producing in

Bulk

Ch. 38 Exercise: Creating

Your Content

Calendar and

Production

Schedule

Ch. 40 Your Voice:

Plot Out Your

Newsletter

Content

Ch. 42 Exercise: Making

Your Own

Newsletter

Ch. 43 Recap: Consistent

Content

PHASE ONE

PHASE TWO

PHASE THREE

Use the template below to take notes on key features, functionalities, and strategies for

maximizing your presence on YouTube.

CHAPTER 34

HOW TO BUILD YOUR PERSONAL BRAND | YouTube Strategy and Execution

OVERVIEW/DEMOGRAPHICS CONTENT/SURFACES

KEY STRATEGIES/TAKEAWAYS

49

YouTube

Strategy and __________

Execution

Ch. 26 Instagram

Strategy and

Execution

Ch. 27 Exercise: Your

Instagram Action

Plan

Ch. 28 Facebook

Strategy and

Execution

Ch. 29 Exercise: Your

Facebook Action

Plan

Ch. 30 LinkedIn

Strategy and

Execution

Ch. 31 Exercise: Your

LinkedIn Action

Plan

Ch. 32 TikTok

Strategy and

Execution

Ch. 33 Exercise: Your

TikTok Action Plan

Ch. 34 YouTube

Strategy and

Execution

Ch. 35 Exercise: Your

YouTube Action

Plan

Ch. 36 Social Platform

Success Metrics

Ch. 37 Planning Your

Content Calendar

and Producing in

Bulk

Ch. 38 Exercise: Creating

Your Content

Calendar and

Production

Schedule

Ch. 40 Your Voice:

Plot Out Your

Newsletter

Content

Ch. 42 Exercise: Making

Your Own

Newsletter

Ch. 43 Recap: Consistent

Content

PHASE ONE

PHASE TWO

PHASE THREE

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM

Your exercise for this chapter is to make sure your YouTube landing page is fully

optimized. That means:

You’ve completed the “About” section. Include biographical

information, but also make sure it’s fun and engaging – don’t be

afraid to show some personality!

You’ve set up links to your other social accounts.

If you have videos ready, they are uploaded and organized into

playlists as appropriate.

Headshot and banner match existing branding*

*(Remember, this is Ryan’s personal YouTube, so it’s aligned to his personal brand

rather than the SERHANT. branding!)

CHAPTER 35

HOW TO BUILD YOUR PERSONAL BRAND | Exercise: Your YouTube Action Plan

For more advanced users:

• Set up a Thumbnail cover template using Canva, Photoshop, or a

similar program.

1

2

1

4

2

3

4

50

Exercise: Your YouTube

______ Plan

Action

Ch. 26 Instagram

Strategy and

Execution

Ch. 27 Exercise: Your

Instagram Action

Plan

Ch. 28 Facebook

Strategy and

Execution

Ch. 29 Exercise: Your

Facebook Action

Plan

Ch. 30 LinkedIn

Strategy and

Execution

Ch. 31 Exercise: Your

LinkedIn Action

Plan

Ch. 32 TikTok

Strategy and

Execution

Ch. 33 Exercise: Your

TikTok Action Plan

Ch. 34 YouTube

Strategy and

Execution

Ch. 35 Exercise: Your

YouTube Action

Plan

Ch. 36 Social Platform

Success Metrics

Ch. 37 Planning Your

Content Calendar

and Producing in

Bulk

Ch. 38 Exercise: Creating

Your Content

Calendar and

Production

Schedule

Ch. 40 Your Voice:

Plot Out Your

Newsletter

Content

Ch. 42 Exercise: Making

Your Own

Newsletter

Ch. 43 Recap: Consistent

Content

PHASE ONE

PHASE TWO

PHASE THREE

Social Platform _______ Metrics

Succe

CHAPTER 36

HOW TO BUILD YOUR PERSONAL BRAND | Social Platform Success Metrics

51

Reach is a measure of how many users come across your social channels and content.

Reach data shows your existing and potential audience, your audience growth over

time, and your overall brand awareness.

Having a social media content strategy is pointless if you don’t have a clear way of

analyzing its effectiveness. Below we’ve compiled some basic KPIs – key performance

indicators – that you should be monitoring. Use this information to help you assess

whether your content is having the desired impact, and to make smart decision about

how to revise or change your strategies.

Engagement is a measure of the quality of interactions with your followers.

Conversion KPIs measure how many social interactions turn into website visits,

newsletter sign-ups, purchases or other desired actions.

• Impressions: The number of times your post was visible in someone’s

feed or timeline. This doesn’t necessarily mean the person who viewed the post

noticed it or read it.

• Follower count: The number of followers your social channel has at a

set time.

• Audience growth rate: How follower count is changing over time.

• Reach: How many people have seen your post since it went live.

• Likes: The number of times followers interact with your social post by clicking

the like button.

• Comments: The number of times your followers comment on your posts.

• Average engagement rate: All the engagement a post receives —

including likes, comments, saves and favorites — divided by the total number

of followers on your social channel.

• Conversion rate: The number of users who perform the actions outlined in

your social media call to action (CTA).

• Click-through rate (CTR): The percentage of people who viewed your

post and clicked on the CTA it included.

REACH KEY PERFORMANCE INDICATORS (KPI’S)

ENGAGEMENT KPI’S

CONVERSION KPI’S

Ch. 26 Instagram

Strategy and

Execution

Ch. 27 Exercise: Your

Instagram Action

Plan

Ch. 28 Facebook

Strategy and

Execution

Ch. 29 Exercise: Your

Facebook Action

Plan

Ch. 30 LinkedIn

Strategy and

Execution

Ch. 31 Exercise: Your

LinkedIn Action

Plan

Ch. 32 TikTok

Strategy and

Execution

Ch. 33 Exercise: Your

TikTok Action Plan

Ch. 34 YouTube

Strategy and

Execution

Ch. 35 Exercise: Your

YouTube Action

Plan

Ch. 36 Social Platform

Success Metrics

Ch. 37 Planning Your

Content Calendar

and Producing in

Bulk

Ch. 38 Exercise: Creating

Your Content

Calendar and

Production

Schedule

Ch. 40 Your Voice:

Plot Out Your

Newsletter

Content

Ch. 42 Exercise: Making

Your Own

Newsletter

Ch. 43 Recap: Consistent

Content

PHASE ONE

PHASE TWO

PHASE THREE

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM

Facebook and YouTube are a bit more challenging to quantify in terms of engagement benchmarks because

Facebook content is typically only shown to people who “opt in” to following a given page, and YouTube

engagement relies mainly on viewership, which isn’t always easily discoverable.

However, it’s always good to look for trends:

Are your views, comments, and likes increasing or decreasing?

Which types of content get the most engagement – what is unique about that content?

What about follower count – what trends do you see there?

HOW TO BUILD YOUR PERSONAL BRAND | Social Platform Success Metrics

52

•

TikTok: 3–9%

• Instagram: 4%

• LinkedIn: 2%

GOOD ENGAGEMENT RATE BENCHMARKS

Generally speaking, when you are starting out you should aim for a 10% engagement rate across the board.

However, as your reach and follower counts grow, refer to the following industry-standard benchmarks:

CHAPTER 37

HOW TO BUILD YOUR PERSONAL BRAND | Planning Your Content Calendar and Producing in Bulk

Planning Your Content Calendar and Producing in Bulk

Below is a sample content calendar used by the SERHANT. social media team. It’s more in-depth than what you’ll create

since SERHANT. is active on all platforms, but use it for inspiration!

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM

53

Exercise: Creating Your Content Calendar

and Production schedule

CHAPTER 38

HOW TO BUILD YOUR PERSONAL BRAND | Exercise: Creating Your Content Calendar and Production Schedule

Use the blank calendar below to plan out your ﬁrst month of content. Be sure to indicate to the type of content – video, photography, etc. – and specify which

platform you will be posting to. We also suggest color-coding according to content bucket – this is often a helpful visual to ensure your content is balanced!

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

CONTENT CATEGORIES: PLATFORMS:Real Estate #1

#2

Your “AND” Personal

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM

54

CHAPTER 40

HOW TO BUILD YOUR PERSONAL BRAND | Your Voice: Plot Out Your Newsletter Content

Your Voice: Plot Out Your

__________ Content

Newsle₧er

As discussed in the video lesson, there are three main types of newsletters: the Grab

Bag, the Digest, and the Market Update. While we will have you focus on using a

fourth bonus framework – the Beginner Framework – here’s a quick break down of

the three main types.

Once you’ve mastered the beginner framework, consider leveling up to one of these:

55

Framework

THE GRAB BAG

• Intro Paragraph

• Special Feature 1

• Special Feature 2

• Graphic

• Special Feature 3

• Postscript

• Intro Paragraph

• List of articles and/or resources

(usually related to your core brand themes)

• Branded close (optional)

Best for:

A well-crafted variety of resources with a common theme.

Best for:

A roundup of similarly delivered resources that are brand-communicative and timely,

or an email with a singular focus. Think: Buzzfeed lists, Google Search results.

The value:

Resources relevant to the special interests of your recipients, shareable, immediately

actionable, and provides a perspective they can only read from YOU.

The value:

Resources relevant to the special interests of your recipients. Think of yourself as your

readers’ special interest concierge.

THE DIGEST

Ch. 26 Instagram

Strategy and

Execution

Ch. 27 Exercise: Your

Instagram Action

Plan

Ch. 28 Facebook

Strategy and

Execution

Ch. 29 Exercise: Your

Facebook Action

Plan

Ch. 30 LinkedIn

Strategy and

Execution

Ch. 31 Exercise: Your

LinkedIn Action

Plan

Ch. 32 TikTok

Strategy and

Execution

Ch. 33 Exercise: Your

TikTok Action Plan

Ch. 34 YouTube

Strategy and

Execution

Ch. 35 Exercise: Your

YouTube Action

Plan

Ch. 36 Social Platform

Success Metrics

Ch. 37 Planning Your

Content Calendar

and Producing in

Bulk

Ch. 38 Exercise: Creating

Your Content

Calendar and

Production

Schedule

Ch. 40 Your Voice:

Plot Out Your

Newsletter

Content

Ch. 42 Exercise: Making

Your Own

Newsletter

Ch. 43 Recap: Consistent

Content

PHASE ONE

PHASE TWO

PHASE THREE

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM

Framework

• Intro Paragraph

• Properties for sale

Best for:

Targeted audiences! This should be delivered if you have the capability to segment and target the

appropriate audience.

The value:

Highly targeted resources for a service, product, or piece of information of speciﬁc interest to the recipient.

Think: Active listings for a client you know is currently on the market for a single-family in the suburbs.

THE MARKET UPDATE

The following framework is what we call the “Beginner Framework”– not because there’s anything “beginner”

about it, but because it’s a great place to start! On the following page, we’ve included our newsletter content

mind map, which you can use to help generate ideas for the different sections of your newsletter.

Keep it very brief – 1 to 2 sentences – but friendly and engaging so it hooks your readers.

INTRODUCTION

MAIN SECTION 1

Center yourself right away. Share a personal or business-related update, but nothing too heavy or detailed, and

nothing too real estate related – this is not the place to discuss a recent closing or new listing you just secured.

Possible topics include:

• How you and your family are spending the holidays

• A recent vacation or trip

• A great new restaurant you recently tried

• The addition of a new team member

• New art, landscaping, etc. at your ofﬁce

HOW TO BUILD YOUR PERSONAL BRAND | Your Voice: Plot Out Your Newsletter Content

56

GETTING STARTED: BEGINNER FRAMEWORK

MAIN SECTION 3

CALL TO ACTION (CTA)

This should be very brief and encourage your audience to engage or respond to you in some way.

This can be a quick link for something like the following:

Whatever you want!

Get creative here with something that will provide some value to your reader – but we recommended that

this connects to your “AND”!

57

HOW TO BUILD YOUR PERSONAL BRAND | Your Voice: Plot Out Your Newsletter Content

The section should be community-focused, and should be consistent for every edition of your newsletter.

Make sure to stay connected to your brand personality – i.e. your adjectives. Consult the newsletter

content mind map for ideas.

Possible topics include:

• Recommendations for family fun in the area – local pumpkin patches, favorite community

swimming pools, rainy day fun for kids, etc.

• Local business spotlights – what just opened, which stores have the spookiest Halloween

decorations, best date night spots, etc.

• Regional day trips – recommendations for great beach trips, amazing drives for enjoying fall

foliage, great historical sites, etc.

• Favorite new cocktail recipe!

• Inspiring quotation!

• Book recommendation!

• Search the MLS

• Receive a Market Analysis

• See the Lastest Listings in Your Zip Code

MAIN SECTION 2

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NEWSLETTER CONTENT MIND MAP

HOW TO BUILD YOUR PERSONAL BRAND | Your Voice: Plot Out Your Newsletter Content

58

CHAPTER 42

HOW TO BUILD YOUR PERSONAL BRAND | Exercise: Making Your Own Newsletter

Exercise: Making Your _____

Newsletter

Own

Use the following template to begin planning your ﬁrst six months of newsletter content.

Newsletter Start Date:

Email Platform:

MONTH: MONTH: MONTH:

Theme: Theme: Theme:

Topic:

1.

2.

3.

Topic:

1.

2.

3.

Topic:

1.

2.

3.

MONTH: MONTH: MONTH:

Theme: Theme: Theme:

Topic:

1.

2.

3.

Topic:

1.

2.

3.

Topic:

1.

2.

3.

59

Ch. 26 Instagram

Strategy and

Execution

Ch. 27 Exercise: Your

Instagram Action

Plan

Ch. 28 Facebook

Strategy and

Execution

Ch. 29 Exercise: Your

Facebook Action

Plan

Ch. 30 LinkedIn

Strategy and

Execution

Ch. 31 Exercise: Your

LinkedIn Action

Plan

Ch. 32 TikTok

Strategy and

Execution

Ch. 33 Exercise: Your

TikTok Action Plan

Ch. 34 YouTube

Strategy and

Execution

Ch. 35 Exercise: Your

YouTube Action

Plan

Ch. 36 Social Platform

Success Metrics

Ch. 37 Planning Your

Content Calendar

and Producing in

Bulk

Ch. 38 Exercise: Creating

Your Content

Calendar and

Production

Schedule

Ch. 40 Your Voice:

Plot Out Your

Newsletter

Content

Ch. 42 Exercise: Making

Your Own

Newsletter

Ch. 43 Recap: Consistent

Content

PHASE ONE

PHASE TWO

PHASE THREE

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM

HOW TO BUILD YOUR PERSONAL BRAND | Recap: Consistent Content

Take a moment to pull together everything you’ve done in Phase Two: Consistent

Content and set some concrete action steps and deadlines for yourself! Consult

completed sectons of your workbook and corresponding chapters if you need help

generating your action items.

SOCIAL PLATFORM #1

• Action Items for Next 2 Weeks – Due By:

1.

2.

3.

• Action Items for Next 2 Weeks – Due By:

1.

2.

3.

• Action Items for Next 2 Weeks – Due By:

1.

2.

3.

SOCIAL PLATFORM #2

NEWSLETTER EMAIL PLATFORM

TARGET DATE FOR FIRST NEWSLETTER

60

CHAPTER 43

Recap: Consistent ________

Content

Ch. 26 Instagram

Strategy and

Execution

Ch. 27 Exercise: Your

Instagram Action

Plan

Ch. 28 Facebook

Strategy and

Execution

Ch. 29 Exercise: Your

Facebook Action

Plan

Ch. 30 LinkedIn

Strategy and

Execution

Ch. 31 Exercise: Your

LinkedIn Action

Plan

Ch. 32 TikTok

Strategy and

Execution

Ch. 33 Exercise: Your

TikTok Action Plan

Ch. 34 YouTube

Strategy and

Execution

Ch. 35 Exercise: Your

YouTube Action

Plan

Ch. 36 Social Platform

Success Metrics

Ch. 37 Planning Your

Content Calendar

and Producing in

Bulk

Ch. 38 Exercise: Creating

Your Content

Calendar and

Production

Schedule

Ch. 40 Your Voice:

Plot Out Your

Newsletter

Content

Ch. 42 Exercise: Making

Your Own

Newsletter

Ch. 43 Recap: Consistent

Content

PHASE ONE

PHASE TWO

PHASE THREE

SHOUT IT FROM THE

MOUNTAINTOP

PHASE THREE:

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM

TOPIC

(Describe and create a catchy title)

DATA/EVIDENCE

(link to list supporting

evidence)

UNIQUE POV

(What are you noticing?

Related predictions?)

TIPS/ADVICE

(How should readers apply this

knowledge? What action(s)

should people take based

on your POV?)

CHAPTER 48

HOW TO BUILD YOUR PERSONAL BRAND | Credibility: Start Building It Now

Credibility: Start ________ It Now

Building

Use the following planning document to brainstorm blog posts to be published on your

LinkedIn page and shared across your other social platforms. First, list three topics you

can speak to credibly and that connect to your AND. Second, determine what your

unique point of view (POV) on the topic is, and what data or research you can use to

support your point of view. Then, list some related tips or advice you could include in

your blog post.

INDUSTRY COMMENTARY

Possible Blog Post Topics Based on Your “AND”:

1.

2.

3.

Bonus Topic:

1.

62

Ch. 48 Credibility: Start

Building It Now

Ch. 49 Coverage: Pitching

to the Press

Ch. 50 Coverage: Our

Expert Strategies

for Any Market

Ch. 53 Community:

Making Your AND

Actionable

PHASE ONE

PHASE TWO

PHASE THREE

HOW TO BUILD YOUR PERSONAL BRAND | Credibility: Start Building It Now

SPEAKING ENGAGEMENTS

Additionally: Identify a few key talking points related to your AND as well as current issues speciﬁc to your market. These

should be concise, relevant, and original ideas or opinions- the kind of things that generate and inspire conversation, and

of course – PRESS! Consider this brainstorm a starting point – you should continue to build out your talking points and revise

them as market conditions and insights evolve.

Identify inﬂuential groups that may beneﬁt from real estate insight – these can be local business groups, chambers of

commerce, regional planning and development councils, or even your local community center or PTA. List them below,

and add examples of any past or upcoming events that you might be a good match for. Even if the upcoming events

already have speakers, tracking this information will give you a sense of future events you might be considered for, or

the types of events you can proactively propose to the groups.

ANDRELATED TALKING POINTS MARKETSPECIFIC TALKING POINTS

1.

2.

3.

1.

2.

3.

GROUP/ORGANIZATION NAME RELEVANT PAST/FUTURE EVENT

• •

63

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HOW TO BUILD YOUR PERSONAL BRAND | Credibility: Start Building It Now

Remember to FOLLOW THROUGH with these groups. Identify key issues that they care about and how you can

speak to those issues – then get started reaching out to them.

Do some research into local business awards. Make note of ones that you may be eligible for now or that you can

work toward in the near future. Also keep track of past winners and any key information about them – this can help

give you a sense of what the awarding committees value and prioritize. Included below is one example from the St.

Louis Business Journal.

LOCAL AWARDS

AWARD NAME

ENTRY REQUIREMENTS &

DEADLINE

PAST WINNERS

•

64

CHAPTER 49

HOW TO BUILD YOUR PERSONAL BRAND | Coverage: Pitching to the Press

Coverage: Pitching to the _____

Pre

Below you will ﬁnd several examples of the types of coverage Ryan has earned

through the years. As you can see, these are all closely aligned with his adjectives –

SUCCESSFUL, LIMITLESS, POLISHED.

65

Ch. 48 Credibility: Start

Building It Now

Ch. 49 Coverage: Pitching

to the Press

Ch. 50 Coverage: Our

Expert Strategies

for Any Market

Ch. 53 Community:

Making Your AND

Actionable

PHASE ONE

PHASE TWO

PHASE THREE

July 30, 2014

December 04, 2019

December 22, 2017

September 15, 2020

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM

CHAPTER 50

Coverage: Our Expert _________

for Any Market

Strategies

The ﬁrst step in applying press-generating strategies is setting a speciﬁc goal related to

your coverage. Make it something you can achieve within the next 12 months, and that

is reasonable and realistic. Some examples include:

• One piece of print coverage and one TV segment

• Quoted twice as a buying/selling expert in your market

• Feature coverage in a local business journal

Once you have your goal set, you can get started with our press coverage ABCs:

A – Assemble a Press Kit

B – Build a Media List and Template

C – Communicate

MY PRESS COVERAGE GOAL

66

Ch. 48 Credibility: Start

Building It Now

Ch. 49 Coverage: Pitching

to the Press

Ch. 50 Coverage: Our

Expert Strategies

for Any Market

Ch. 53 Community:

Making Your AND

Actionable

PHASE ONE

PHASE TWO

PHASE THREE

HOW TO BUILD YOUR PERSONAL BRAND | Coverage: Our Expert Strategies for Any Market

The key parts of a press kit are:

• Your Biography

• Your Company Proﬁle

• Thought Leadership

HOW TO BUILD YOUR PERSONAL BRAND | Coverage: Our Expert Strategies for Any Market

A  ASSEMBLE A PRESS KIT

Include an up-to-date headshot that matches your social media headshot

Cite any awards or honors you have received

Include keys areas of expertise

Include information about your brokerage, your team, or your individual business

Cite any awards or honors your brokerage or team has received that are relevant or

connected to your work

Add links to any past press you have received, or links to blog posts that highlight

your original thought leadership

67

Use the template on the next page template to create your media list. Remember, these should be

local reporters or journalists who cover real estate or real estate–related topics in your market.

B  BUILD A MEDIA LIST

HOW TO BUILD YOUR PERSONAL BRAND | Coverage: Our Expert Strategies for Any Market

MEDIA OUTLET NAME JOURNALIST

EMAIL & SOCIAL MEDIA

HANDLE(S)

RECENT & RELEVANT

STORIES

PROPOSED TOPIC/POV

TO PITCH

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68

HOW TO BUILD YOUR PERSONAL BRAND | Coverage: Our Expert Strategies for Any Market

Below are two examples to help get you started on your own pitch letter. Remember: while the purpose of this

letter is to introduce yourself as an expert, this letter is ultimately not about you, but about your areas of

knowledge: What insights can you provide on the local market? What new trend are you noticing, and

what your unique point of view?

Your pitch note should be customized, credible, relevant, and timely – and be sure to keep it concise! Journalists

are busy, and most don’t have the time to read beyond a few short paragraphs.

C  COMMUNICATE

Example 1:

Hi [Journalist],

I’m reaching out because I’ve seen a lot of recent news stories about [speciﬁc topic]. As a real estate agent

well-versed in the local market, I thought I’d share a few insights.

[One or two sentences of compelling, speciﬁc information – “I have done multiple transactions with

families relocating to the area from large cities – one of the top requests they have is a fenced-in yard for all the

pandemic puppies they recently adopted. I’ve found that properties with fenced-in yards regularly sell for 10-15%

more than comparable ones without.”]

While this might not be surprising to you, many sellers don’t realize that this small investment can yield big returns.

I’ve compiled data around other similar surprising trends – even though it’s a seller’s market, you’d be surprised at

the number of easy upgrades sellers can make that lead to big returns for people who are transitioning from city to

small-town life.

Would you be interested in using some of my ﬁndings in an upcoming news segment?

Thanks,

Jane Smith

69

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM

Example 2:

My name is _________________________ and I’m a local real estate agent with [Brokerage Name].

I’m reaching out to see if you might be interested in doing a story about a local homeowner I recently worked

with. After helping them purchase a new home and learning their desired renovations would take more than 18

months, they reached out to me to help ﬁnd a speedier alternative.

[One or two sentences about your unique insight or POV that may be of interest – “As you

know, supply chain issues are causing delays for people looking to remodel or renovate their homes. However

there are many alternatives to a full renovation that can refresh homes and add value for those looking to sell their

home. I helped this homeowner make a handful of small changes that made meaningful improvements without

breaking the bank.”]

You can ﬁnd some before and after pictures as well as a breakdown of the changes we made, in a recent blog

post on my LinkedIn page [be sure to insert link].

Please let me know if you’d be interested in doing a story on this!

Sincerely,

John Agent

70

HOW TO BUILD YOUR PERSONAL BRAND | Coverage: Our Expert Strategies for Any Market

CHAPTER 53

HOW TO BUILD YOUR PERSONAL BRAND | Community: Making Your AND Actionable

Community: Making Your ______

Actionable

AND

Take some time to brainstorm ways to get involved in your greater community. Use the

chart below to organize your planning and research – start by listing a few non-real estate

related passions, especially those connected to your “AND.” Then, ﬁnd organizations that

relate to your “AND” that might provide meaningful engagement or volunteer activities.

Visit their websites or social media, follow them, and make note of speciﬁc opportunities

they offer to get involved.

Remember: Make the commitment to yourself and community to get involved in something

meaningful within the next month!

NONREAL ESTATE

PASSION

VOLUNTEER, AFFINITY,

AND/OR RELATED

COMMUNITY GROUPS

ENGAGEMENT

OPPORTUNITIES

71

Ch. 48 Credibility: Start

Building It Now

Ch. 49 Coverage: Pitching

to the Press

Ch. 50 Coverage: Our

Expert Strategies

for Any Market

Ch. 53 Community:

Making Your AND

Actionable

PHASE ONE

PHASE TWO

PHASE THREE

CONGRATULATIONS!

You built it by deﬁning your core identity, by creating consistent content across social

media platforms, and by amplifying yourself through third-party validation.

As you know, the work doesn’t end here. Your brand is a living, evolving entity – something

you consistently revisit and adjust based on your growth and goals.

And, we are here to support you. Join the Sell it Like Serhant Sales Community – a vibrant,

collaborative space for ambitious professionals like yourself to connect in meaningful

ways. If you’re already a member, you have the entire membership in your corner.

Then, if you’re ready to take your brand to the next level, consider our Pro Membership,

where we do this brand work for you. You’ll be paired with your very own SERHANT.

Brand Strategist and Capstone Agent who will accelerate your brand and business in

ways you never thought possible.

You now have the most effective lead generation

tool in the world – a powerful personal brand.

For more information on our Pro Program, visit www.ryanserhant.com/sellitlikeserhant

or email pro@ryanserhant.com to learn how we can help you achieve your Limitless Livelihood.

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Fillable Sellit Like Serhant Personalbrand Workbook 211122 124653 (Thinkific)

Fill Online, Printable, Fillable, Blank Sellit Like Serhant Personalbrand Workbook 211122 124653 (Thinkific) Form

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