Let’s talk leads. Specifically, how to attract new leads and convert them into loyal clients by building a strong personal brand. 

Have I piqued your curiosity? 

I gained these valuable insights from a recent episode of the Jasmine Star Show. So, get ready because we are diving right in!

Unveiling Your Brand DNA: Discovering Your Uniqueness

Finding your “brand DNA” is a crucial step in the personal branding journey. But how exactly can you accomplish that? It begins by finding your uniqueness and exploiting it in the service of others. And how can you discover your uniqueness? Rory Vaden, cofounder of Brand Builders Group, broke it down with Jasmine Star on the show.

Serving the Person You Once Were

Reflect on the fact that you are most powerfully positioned to serve the person you once were. Take a moment to truly reflect on that. Think about your own personal journey, the challenges you’ve overcome, and the lessons you’ve learned along the way. There was a time when you faced struggles and experienced growth. By tapping into those experiences, you gain a deep understanding of the pain, challenges, and setbacks that others may be going through.

From Powerlessness to Resilience

There was a period in my own life when I felt powerless and trapped by my circumstances. However, everything changed when I made a conscious decision to cultivate resilience and get back up. Through the process of picking myself up and putting in the necessary work, I transformed my outlook. 

Now, I can proudly say that if I can help others find the strength to get back up when they’re down, I’ll consider my life well-lived. That’s the kind of impact I want to make. It’s about turning my own struggles into a source of inspiration for others, showing them that they too have the power to overcome any obstacle that comes their way.

Grasping Your Identity

Before you build your brand, it’s essential to grasp your own identity and truly understand who you are. Take a moment to reflect on the reasons behind your past pain, challenges, and setbacks. Those very hardships have equipped you with the resilience and empathy needed to make a meaningful impact to serve others.

Crafting Signature Stories: Leveraging Resilience Lessons

Once you’ve uncovered your unique qualities, it’s time to delve deep into your mind and pull out the valuable lessons you’ve learned about developing resilience to craft your “signature stories.” This step is incredibly significant because it allows you to avoid regurgitating what every other Realtor says online. 

Instead, you’ll be able to tap into your own intellectual properties and pillar points, presenting an authentic and distinctive perspective that truly sets you apart. Remember, sharing your personal insights and experiences will make your brand shine with originality and captivate your audience in a way that no one else can.

Now, let’s take a moment to consider the person you used to be. For example, in my case, I once felt completely powerless. I want you to imagine yourself face-to-face with someone who is currently experiencing that same sense of powerlessness. Take a moment to empathize with them and delve into the reasons behind their feelings. What is the root cause of their powerlessness?

Empowering Others

Identifying the cause is crucial because it allows us to address the core problem. In this case, the challenge is powerlessness. The next step is to develop a system that empowers them, helping them transition from a state of powerlessness to resilience. It’s about teaching them how to bounce back, especially when they find themselves at their weakest moments.

Taking Control of Your Brand: Turning Knowledge into a Content Bank

Here’s the deal: we’re simply taking your existing knowledge and personal identity and transforming it into a “content bank.” It’s about considering how you want people to perceive you, the kind of impact you want to have, and the emotions you want to evoke in others. These are all crucial aspects that we must take control of because if we don’t, someone else will end up crafting our story for us. 

It’s important not to get caught up in editing someone else’s version of your story. You shouldn’t be just a skilled “editor” of your own narrative. Instead, you need to have a deep understanding of who you are at your core. It might sound intimidating, but it’s simply about grasping your true essence and embracing it authentically. Understanding your brand is the very foundation of your business—it sets the stage for everything else to come.

Tailoring for Your Audience

Then it’s time to refine and tailor this specifically for your audience. This is where we transition from the identity aspect to the more tactical side of things. The fastest way to monetize your personal brand is through presentations. 

Now, I know some of you may be thinking, “Hold up, presentations? I could never speak in front of a large crowd!” But fear not, because when we talk about presentations, we’re not talking about hopping on a plane to speak on stages. Presentations come in various forms. You can go live on Instagram, create Reels, make appearances on podcasts, or even showcase this in the captions of your posts. These are all powerful platforms that allow you to share your message, connect with your audience, and ultimately generate leads.

Monetizing Leads through Your Personal Brand

People need to experience you firsthand in order to develop that connection and ultimately decide to buy real estate from you. It’s a journey that starts with them discovering you or stumbling upon your content, then moving on to experiencing what you have to offer, building trust along the way, and finally reaching a point where they feel confident enough to engage in a transaction with you.

Captivating Your Audience

Think about your favorite speaker for a moment. Remember back to the first time you heard them speak.  Within just one hour of listening to their presentation, something happened. That brief encounter had the power to bridge the gap between that person being a complete stranger and you becoming a lifelong fan. In just a short span of time, that person managed to captivate your attention, connect with you on a deep level, and make you believe in their message. Suddenly, you find yourself completely invested and eager to learn more from them. 

The same potential lies within you and your personal brand. Through your own presentations, whether they’re in the form of Instagram Lives, video content, or even just captions on your posts, you have the opportunity to create that same transformative experience for your audience. You can take a stranger and turn them into a supporter. Your goal is to make them say, “I get it, I’m experiencing the value, and I want more.” By doing so, you’ll create a powerful connection. 

Building Trust: The Key Ingredient

Before someone buys or sells a home with you, trust must take place prior to any transaction. It’s not simply about the transaction itself; there needs to be an emotional “buy-in” and a sense of belief. When you move people emotionally, you have an experience with them so that they say “I like this person, and I believe they can help me.” Trust is the key ingredient in successful real estate transactions, and by forging that emotional bond, you pave the way for a potential client-agent relationship.

Often, we only focus on showcasing our listings and closings, but it’s important to take a step back and ask ourselves WHY we do what we do. The purpose goes beyond simply displaying our expertise; it’s about building trust through our content. Trust is the cornerstone of any successful business relationship.

Why is building trust so crucial? Trust takes people on the journey with us. When individuals trust us and our abilities, they are more likely to become future customers or clients. By sharing valuable content that resonates with their needs, challenges, and aspirations, we create a sense of connection and credibility. Trust acts as the bridge that propels people from being passive observers to active participants.

Depth over Width: Nurturing Genuine Relationships for Impact

Don’t become consumed with the WIDTH of your reach, instead focus on the DEPTH of your impact. It’s easy to become fixated on gaining more followers. However, it’s important to shift our focus from quantity to quality and prioritize the depth of our impact. Remember, a smaller but highly engaged audience can be far more valuable than a large but disengaged one. 

By nurturing and cultivating genuine relationships with your existing followers, you can foster trust and loyalty, which will likely lead to a real estate transaction. It’s a common misconception to associate having a large number of followers with financial success. We often hear people say, “Wow, that person has so many followers, they must be making a fortune!” But that is not always the case. You can be Instagram rich but dollar broke!

So how do we start leveraging the work that we have done on the personal branding side to actually generate real estate leads? 

Leveraging the Power of DMs: Making One-to-One Connections

The dollars are in the DMs! 

It’s all about one-to-one interactions. You don’t always have to make your sales pitch in front of your entire audience. The beauty of social media is that you can engage with people individually every single day. Let me give you a scenario: Someone leaves a comment on your post. When someone comments, that shows their interest and trust! 

Don’t take that lightly! Seize the opportunity and take that conversation to the DMs. Then, we implement the four F’s.

The Four F’s: Find, Favorite, Future, and Free

F #1: FIND

Express gratitude for their comment and show genuine appreciation. Start the conversation by saying, “Thanks so much for your comment. How did you FIND me?” This helps you understand how they discovered your content, giving you valuable insights into their journey.


Delve deeper into the conversation by asking, “What was your FAVORITE part of what you saw?” This question encourages them to share their specific interests and preferences regarding your content. It provides valuable feedback on what resonates with them and helps you tailor your future interactions.


Explore their FUTURE goals. Ask about their aspirations, what they’re trying to accomplish, and inquire about their job and the reasons behind their chosen career path. This allows you to understand their motivations and dreams, fostering a deeper connection.

F #4: FREE

Offer something valuable for FREE. If real estate comes up in the conversation, provide them with a helpful resource, a mini-guide, or exclusive content related to real estate. If the topic doesn’t naturally steer towards real estate, offer them a book recommendation, a restaurant suggestion, or something else of value that aligns with their interests. By giving something away for free, you demonstrate your expertise and generosity. 

So, when engaging in DM conversations remember to:

  • Express gratitude and ask how they found you.
  • Inquire about their favorite aspects of your content.
  • Discover their future goals and motivations.
  • Offer something valuable for free, tailored to their interests or the conversation.

Lead Warming and Lead Priming: Establishing Trust Before Monetization

This is total lead warming and lead priming, which are essential steps in the conversion process. By demonstrating genuine care and interest in the conversation before focusing on monetization, you establish a stronger foundation of trust, making potential customers more receptive.

The Journey of Building Trust: Time, Consistency, and Value

It’s important to remember that this process doesn’t happen overnight. Building trust takes time and consistent effort. Building strong relationships and providing value to your audience extends well beyond the confines of the DM’s. This practice will continue to serve you over and over!

The Rule of 10

Remember the Rule of 10: Always strive to provide 10 times the value for free before ever asking someone to become a client. This principle emphasizes the importance of delivering exceptional value and building trust with your audience before expecting any kind of transactional relationship.

Implement This for Long-Term Success

The journey of attracting new leads and converting them into loyal clients through building a strong personal brand requires a thoughtful and strategic approach. By discovering your brand DNA, uncovering your uniqueness, and sharing valuable content that resonates with your audience, you can captivate their attention and foster a deep connection. 

Remember, trust is the foundation of any successful business relationship, and by prioritizing the depth of your impact over the width of your reach, you can cultivate genuine relationships with your followers. 

Leveraging the power of one-to-one interactions, particularly through DM conversations, allows you to warm and prime leads by expressing gratitude, understanding their interests and goals, and offering valuable resources for free. This process takes time and consistency, but by following the Rule of 10 and delivering exceptional value, you can build trust and ultimately increase the likelihood of conversion. So, embrace the journey of building your personal brand, and let the power of authentic connections guide you toward long-term success.