With Kerry Culberson, Franchisee, NB
When you start your own high-end business at 18 years old, you quickly learn how to look the professional part to attract the clientele you want, which is exactly what Franchisee, Kerry Culberson of EXIT Realty Platinum, had to do, and it’s served her well throughout her subsequent 23-year real estate career.
“I’ve always felt that your presentation is extremely important. How you dress, how you handle yourself, how you speak, it’s all so very important,” she said of how vital your reputation is. “This isn’t just important with the photos you post in your marketing but how you present at the grocery store or at an event on Saturday night. People are always watching you. Are you the kind of person they want handling the purchase or sale of one of the most expensive assets they may ever own?”
So just how does Kerry keep her marketing fresh and authentic? Here’s what she suggests:
A GREAT PHOTOGRAPHER
- This is the first step and quality often comes with a price, but it’s worth it
- Ask those you know with great photos who they use
- Check portfolios to see if their style matches the look you want and meet/video chat to assess their vibe
WEIGH YOUR OPTIONS
- Get all images provided, not a pick and choose package
- Look for someone who works for a flat fee not a per image cost
- Get an understanding of services included vs. extras and the turn-around time
MAXIMIZE THE SHOOT
- Prepare a Pinterest board and list of shots in advance to share with photographer
- Organize different locations and possibly props based on ideas
- Take a balance of candid vs. posed photos, as well as full body vs. headshots
- It’s easier to take separate shots of team members and combine them into one
PLAY TO YOUR STRENGTHS
- Wardrobe, hair and makeup should reflect your usual look as closely as possible
- Choose 2-3 different outfits, sticking to solid colors, and avoiding busy patterns
- Opt for fitted clothing instead of loose or baggy pieces
TRUST THE PROCESS
- Remember this person is a pro and has done this before
- Your photographer has a process, knows good poses, lighting, etc.
- Have enough time before to prepare, and after, so you’re not rushing the photoshoot
KEEP THINGS CURRENT
- Arrange a new shoot annually or when you noticeably change your appearance
- Opt for budget-friendly, mini sessions for celebrating major career milestones or achievements
The more options you have, the more you can put your best foot, or face in this case, forward in all your different marketing. And don’t forget to download everything to an online drive that you can easily access at any time.
