July 14, 2016

Building Your Personal Brand

Having a strong personal brand is critical to professional success, and should be developed in tandem with workplace skills and knowledge.


But what exactly is a personal brand?


It’s that unique combination of who you are and what value proposition you offer customers. It’s your calling card.


Too often, professionals – including property managers – don’t take the time to figure out their personal brand. Yet it’s on display all the time through customer interactions, everyday attitudes and online presence.


Your personal brand is too important to overlook.

Personal Branding 101

“Your brand is what people say about you when you are not in the room.”

Jeff Bezos, Amazon CEO


Establishing your personal brand is an opportunity to assess and improve your position in the marketplace. It allows you to examine the impression you make on prospective and existing renters, and determine what you want to be known for.


The key is to take a focused approach. Identify the demographic you most want to attract to your property, and then decide what personal attributes you want to highlight in your brand – that is, which characteristics are both in line with who you are and what your ideal renters are looking for.


Start by answering these four questions:

What are your strengths? How do you stand out from the crowd? What projects or approaches made you successful and why?

What are your values? How does that translate into the work you do?

What are you passionate about? How does that show up on the job?

What’s your purpose? What do you most hope to get out of your property management career? What do you hope to offer your audience?

Be Consistent

Once you’ve identified your unique value proposition and purpose, you need to ensure that your message is consistent across all platforms. That includes everything from your bio or résumé, to any online profiles and all social media posts.


Look for outlets that are in line with your values. Choose established, popular platforms, like LinkedIn, Twitter, Facebook and Instagram.

Amplify Your Message

In today’s hyper-connected world, personal branding goes beyond your public persona. A recent survey shows that property managers have the potential to be the ambassador of their community, their property management company and even an extension of their residents’ personal brands.


That means your personal brand can impact a renter’s choice to stay in your community or move somewhere else. It’s up to you to use that power – and use it wisely.


Find ways to amplify your message. Set up a blog that includes articles on local happenings, or tweet regularly about community events.


On the B2B side? If you’re in a business development role, take advantage of LinkedIn. Create a strong profile and use LinkedIn Pulse to demonstrate thought leadership and connect with industry players. It’s an ideal way to show how you and your property management firm can provide top value to building owners and investors, generate new revenue streams and stay on top of trends.


And don’t worry that all this personal branding will take up too much time. It’s very doable to boost your brand in only 15 minutes per week.

On Board With Your Brand


Nailing down your personal brand is up to you. Once it’s in place, we’re here to help.


Property Vista provides modules for company websites and resident communication portals, giving you the tools you need to amplify and solidify messages to potential renters and current residents. To learn more about how we can work with you to send the right message to the right audience, sign up for your free account today.

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Tasha Morton

Tenant Receivables Analyst, MetCap Living Management Inc.

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