4 tips on how to boost your social media profile -Part 4/4
In my LinkedIn in mail recently was a #ThoughtLeadership post by AJ Minai on “personal branding” by KSK Land, the developer of 8 Conlay, a RM5.4bn mixed use property project :
“Personal branding is more important than ever given the competitive job market and the rise and rise of social media as a tool to build your public image and to showcase your value to a wider audience. To kick off the #KSKThoughtLeadership discussion on personal branding this month, we have Dr. A.J Minai (Ph.D) who is not only a business angel through his Vision 77 venture but also a Forbes Communications Council member, brand storyteller, TEDx speaker and a three-time Marketing In Asia’s 100 LinkedIn Icon.
He's been saying this for years: people have become brands, while brands have become people. “We can argue that a lot more people today know who Gary Vee is today compared his organisation, VaynerMedia. Same can be said about Richard Branson and Virgin Group, right?”
He explains that 90% of any unplanned buying decision stems from a feeling, not logic. The more human your brand feels, the higher the likelihood that your target audience will make an emotional buying decision as opposed to an overtly logical one.
“So, when there's somebody you can trust, look up to, interact with, associate with or basically anything human; that undoubtedly stands a much higher chance to resonate in this world of KOLs and influencers as opposed to conventional corporate communications. Now more than ever, leaders need to accept that everyone has to be a content creator and that every company is a media company irrespective of which industry or vertical.”
How can leaders (and real estate professionals, my italics) leverage on personal branding for self?
“Firstly, by being an inherent storyteller, and second by embracing a 'document-what-I-went-through' mindset as opposed to a ‘fake-it-till-you-make-it’ one when it comes to sharing their content consistently. What did I learn from this situation that someone else could benefit from? How did I solve a particular problem at work that others may also face one day? What's a perspective that's much needed in this field that often isn't spoken about enough? These are the sort of value-adding pivots that form the core of an effective personal branding exercise, long term,” shares the personal branding expert. We hope you’re taking notes.
If there's depth to begin with, he adds on, then the sugar-coating of glamour/click-bait tactics are fine because they then serve to bolster an already purposeful piece of content you're putting out there. However, if it’s the other way around where its more bling ans self-promotion from the get-go while depth and/or subject matter expertise is an after-thought – that's when it eventually renders you just another drop in the ocean, bringing nothing innately that’s you to the equation.“
🤠’s Dua Sen : Dr Minai has some interesting insights in corporate leadership that I think also apply to real estate agents that want to create their own personal brand.
At business school 40 years ago I never learnt “story telling” was a valuable skill set you had to acquire. And helping other people in your industry by providing advice on how you solved work problems or adding value by sharing your business insights on social media platforms like Facebook & LinkedIn wasn’t on my MBA course syllabus (social media platforms weren’t invented until 2004).
Being considered a “Thought leader” and “impactor” (? ) is fine. But in the last analysis, most corporate leaders are tested in the crucible of decision making under adverse market conditions. Like now in 2022.
Property developers in Malaysia are facing a tough business environment. It’s going to get worse in 2023 when I think developers will face a Triple Whammy.
Interest rates are projected to increase (resulting in higher funding costs for property developers),
Inflationary pressures have pushed up building material costs and labor inputs (resulting in shrinking development profit margins)
Lacklustre demand by High End property buyers (the evidence is in the declining prices PSF in auctions of some KLCC luxury properties that have seen no buyers at 2nd, 3rd and even 4th auctions).
Warren Buffet, the multi billionaire investor known as the Sage from Omaha, said “ Until the tide goes out, nobody knows who’s been swimming naked”. He was referring to general insurers who made bad decisions in the reinsurance business. But Buffet’s pithy and memorable quotation has been taken to mean other things in different industries.
Post Script & Disclaimer
How To Create Your Personal Brand
I have previously shared in my property blog for newbie real estate professionals (Real Estate Marketing 101) how to create your own Personal Brand. A selection of my past posts:
“Why every REN should have a LinkedIn profile”
“How to write a LinkedIn profile for real estate professionals”
“Effective LinkedIn Marketing is Easy”
“Believe it or not, you CAN grow your LinkedIn network to 250+ followers in just 2 months”
“Your Own Real Estate website for less than RM600 (US$130)‘ shows how to create a landing page for your personal website and how to differentiate yourself from the competition
I am not a BOVEA registered real estate agent. If you are thinking about buying an investment property or auction property in Malaysia, please consult a valuer or real estate developer registered with the BOVEA.
I am the owner of a unit at Kirana Residence since 2000. I previously served on the Owners Corporation of Kirana Residence from 2010-2012. I am the creator of a blog on Kirana Residence- www360KiranaResidence.
For “Insights, Analysis & Perspective” on the KL high end property market, why not check out my blog 360 KLCC. Sample posts :
“Are KL Branded Residences Worth 5x KLCC Luxury Condo Prices?”
“Will Residential Property Prices Rise?” Part 1 Part 2”
“Lies, damn lies and Statistics
“The R Word”
Interest rates & mortgage demand
“KLCC Luxury Condos NOW cheaper than Penang Mass Market Flats?”
