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RAINMAKER TIP OF THE WEEK
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For Week of January 11, 2026
Choose Your Brand To Become a Sellable Asset
By Dan Gooder Richard
Your brand is the aggregate of all your services, systems and custom databases that your consumers experience when home buying or selling. Your brand is your business presence - the name by which your practice is known.
Use your brand in all your business and marketing materials until it becomes your corporate identity. When you brand your practice, you create a value and a destiny for your business that doesn't depend on your personal name. Down the line, when you want to retire, the buyer of your business can step right into your brand without losing a sale. After all, your personal name has little value to the buyer of your practice - which is why your brand should never be your name.
This Tip of the Week is from the 3rd new rule of online marketing:
Old Rule: Your name is your brand.
New Rule: Your brand should never be your name.
From Dan Gooder Richard's book: REAL ESTATE RAINMAKERŠ GUIDE TO ONLINE MARKETING. (John Wiley & Sons, ISBN 0-471-47223-9).
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