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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.

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

Newsletters California Real Estate Magazine

For Better Branding, Find Your Purpose

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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


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