Recently, I spoke to a group of real estate industry professionals at a Pasadena Bar Association meeting. My remarks focused on how professionals can develop business and enhance referral relationships by focusing on their personal brand–a.k.a. their reputation.
Dale Pelch, a real estate attorney at Hahn & Hahn, who chairs the Association’s Real Estate Section, summarized my presentation in the following blog post.
This week, the Pasadena Bar Association’s Real Estate Section welcomed Jonathan Fitzgarrald (pronounced with a hard “G”), Chief Marketing Officer at Greenberg Glusker. Dressed to the Nines, Jonathan opened his presentation entitled “People Are Watching! How Your Image and Reputation Can Affect Your Success,” by recounting the fateful day almost 31 years ago when President Ronald Reagan was shot. In a riveting fashion, Jonathan retold the story of how, after being seriously wounded and rushed to the hospital, President Reagan composed himself, waived off efforts to assist him as he exited his Limo, and strode past the gathering reporters and photographers in a very “Presidential” fashion, before entering the hospital emergency room … whereupon he collapsed.
Painting vivid pictures of the importance of image, Jonathan offered practical and achievable advice and suggestions. Rather than presenting “a lot of marketing fluff” laced with buzzwords and clichéd ideas, Jonathan’s presentation was thought-provoking, and generated motivation for self-evaluation and action.
Describing the value and importance of first impressions, Jonathan guided a conversation which provided attendees a direction for crafting a “personal brand” – which in essence is one’s reputation, as determined by everything we do and say, and everything we don’t do or say … all while others are watching and forming opinions about us and what we have to offer as professionals and individuals. Jonathan also provided concrete examples of how a positive and meaningful personal brand enhances the “experience” that others receive in our relationships with them, professional and otherwise, which in turn increases the likelihood that they will become and continue to be a source of business for us.
Whether at the beginning of a professional career or towards the finish, anyone can benefit from the helpful recommendations and reflections presented at the meeting. Jonathan’s presentation will no doubt stick with those who had the ability to attend. Anyone who has the opportunity to hear Jonathan speak should take advantage of it. In the meantime, you might be interested in visiting his Blog – BADfortheBRAND.com.