×
Learn & Thrive

License Renewal

Easily renew your real estate license with the FREE 45 hour online license renewal package from C.A.R.


Pre-License Training

Prepare to earn your real estate license with our online courses


Career Path

Browse our courses by topic to find the training you need to build up your real estate business.


Designations / Certifications

Distinguish yourself by learning how to build a business that specializes in niche markets to nearly double your earning potential in various real estate sectors


Education Calendar

Browse our class schedule to find when and where to take real estate courses.


Course Catalog

Browse through the many courses we offer - listed in alphabetical order. 

Online Bundles
Risk and Education Management System

The REMS system allows brokers to deliver quality education to their agents and track their progress.


NMLS/MLO CE Courses

Complete your eight-hour NMLS license renewal requirement through our NMLS-approved provider, OnlineEd


C.A.R. Board of Directors and Committees

The main Business Meetings page includes important links for Directors and Committee Members.


REimagine! 2020

REimagine! Real Estate Conference & Expo is where learning takes center stage and where business solutions and connections are at the forefront of the real estate industry.


Property Management Conference

Join us for a deep dive into property management fundamentals at this one-day conference.


Virtual Events

View C.A.R's upcoming and past virtual events.


NAR Meetings

NAR meeting information and materials.


For Your Clients

A one-stop shop for tools and and resources to educate consumers about the intricacies of buying and selling a home and how a REALTOR® can help.

Infographics One Cool Thing Tax Reform One Sheets Fire Insurance One Sheets
Charts & Graphs

Explore and interact with the latest market statistics.

County Market Updates Market @ A Glance
Digital Tools

Marketing tools from C.A.R.'s consumer advertising campaign


For Brokers/Managers

From Conferences to Resources, this area is geared to brokers and managers.


Center for California Real Estate

CCRE's mission is to advance industry knowledge and innovation with an emphasis on convening key experts and influence-makers.


Tax Reform FAQ

Frequently Asked Questions about the Tax Cuts and Jobs Act


Multimedia Library

From webinars to videos and podcasts to blogs, C.A.R. keeps you in the know.

Videos Webinars Podcasts
Publications

C.A.R. publishes eight magazine issues and various newsletters throughout the year.

Newsletters California Real Estate Magazine
CLOSE

For Better Branding, Find Your Purpose

What is This?
Add a quick link to this page from the Homepage when you are signed in
Share Article

Marketing You: For Better Branding, Find Your Purpose

By David Calbert

 

Stacy Carpenter, director of user and customer experience at TOMS®, sees each REALTOR® as his or her own brand, just like any other company. And just as today’s consumers expect companies to address and take on issues of social importance, they have the same expectations of REALTORS®.

At the REimagine! Conference & Expo in Los Angeles, Carpenter hammered this point home by recounting the question around which TOMS Founder Blake Mycoskie decided to form his company: “What if I could sell a pair of shoes in the U.S. and instead of spending the margin of those shoes on marketing, I used it to make another pair of shoes for a child in need?” From this idea, TOMS® was born. In 2018, the company was valued at over $600 million, a number that is in no small part attributable to its core mission of social responsibility.

As TOMS® exemplifies, helping others resonates with consumers. According to a Salesforce study, 73 percent of customers say that a company’s ethics matter more today than they did a year ago, and 80 percent are more loyal to companies with good ethics. Eighty percent think all brands should be engaging in some force of social good, and 81 percent actively choose to buy products from brands supporting causes they believe in.

“You need to find your purpose,” urged Carpenter. “TOMS® was born with a purpose. We are a mission driven company, using business to change lives. Think about what your purpose is as a REALTOR®.” She outlined some questions you can ask yourself to better pinpoint your purpose:

  • What motivates you to go to work when you get up in the morning?
  • Why did you get into real estate?
  • What differentiates you from your competitors?
  • Why should a customer choose you?

Once you find a way to articulate your purpose, you can brainstorm ways to use that purpose to build trust with your ideal customer. Because as Carpenter noted, with trust comes greater conversion.

The act of helping someone into a home, helping them achieve the American dream and build a life in a community, is already extremely purposeful. To maximize your potential, it’s up to you to build on that momentum, figure out exactly what gets you up in the morning and always lead with heart.

 

 

David Calbert is a Los Angeles-based freelance writer and screenwriter.

 

At REimagine! Conference & Expo, business solutions take center stage. Learn from and be inspired by over 125 industry-leading speakers. Meet with hundreds of unique exhibitors showcasing their latest innovative tools, products and services to help you grow your business. Make connections with other industry pros — the networking opportunities are endless. Experience the must-attend REimagine! 2020 in Long Beach, October 12-14.

 

More from the February 2020 Issue:

Pro Tip: Tami Bonnell on Working with the Hyper-Informed Consumer

Success Story: How I Brought in $10M in my First Year as a REALTOR®

Money Corner: Ask These 4 Questions Before Hiring a CPA

Getting Clients: 3 Tips for Top-Notch Referrals

 

Boost Your Biz Archive


FEEDBACK
Top Searches