HOW TO BUILD YOUR PERSONAL BRAND

Workbook

Copyright © 2021 Serhant Media Group, LLC. All rights reserved.

HOW TO BUILD YOUR PERSONAL BRAND | Table of Contents

Note: The workbook content really begins in Chapter 7 – don’t be alarmed, not every chapter has a workbook page!

INTRODUCTION: WHY PERSONAL BRAND

A Letter from Ryan Serhant 4

Overview: Brand Strategy System 5

PHASE ONE: CORE IDENTITY

Ch. 7 Exercise: YOU Are the Headline 7

Ch. 9 Exercise: The Interest Audit 9
Ch. 11 Discover Your Adjectives 11
Ch. 13 Your Brand Colors and Typeface 16
Ch. 15 Exercise: Planning Your Logo 20
Ch. 16 Headshot and Lifestyle Photoshoot Session 21
Ch. 18 Forging Your You-First Website 30
Ch. 19 Your Email Address and Domain Say a Lot About You 32
Ch. 20 Establishing Your Presence with Google Business 33
Ch. 21 Establishing Your Presence with Facebook Business 35
Ch. 22 Recap: Core Identity 38

PHASE TWO: CONSISTENT CONTENT

Ch. 26 Instagram Strategy and Execution 40

Ch. 27 Exercise: Your Instagram Action Plan 41
Ch. 28 Facebook Strategy and Execution 43
Ch. 29 Exercise: Your Facebook Action Plan 44
Ch. 30 LinkedIn Strategy and Execution 45
Ch. 31 Exercise: Your LinkedIn Action Plan 46
Ch. 32 TikTok Strategy and Execution 47
Ch. 33 Exercise: Your TikTok Action Plan 48
Ch. 34 YouTube Strategy and Execution 49
Ch. 35 Exercise: Your YouTube Action Plan 50
Ch. 36 Social Platform Success Metrics 51
Ch. 37 Planning Your Content Calendar and Producing in Bulk 53
Ch. 38 Exercise: Creating Your Content Calendar and Production Schedule 54
Ch. 40 Your Voice: Plot Out Your Newsletter Content 55
Ch. 42 Exercise: Making Your Own Newsletter 59
Ch. 43 Recap: Consistent Content 60

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HOW TO BUILD YOUR PERSONAL BRAND | Table of Contents

PHASE THREE: SHOUT IT FROM THE MOUNTAINTOP

Ch. 48 Credibility: Start Building It Now 62

Ch. 49 Coverage: Pitching to the Press 65
Ch. 50 Coverage: Our Expert Strategies for Any Market 66
Ch. 53 Community: Making Your AND Actionable 71

Copyright © 2021 Serhant Media Group, LLC. All rights reserved. 3

HOW TO BUILD YOUR PERSONAL BRAND | A Letter from Ryan Serhant

A LETTER FROM RYAN SERHANT

Welcome to Your
Personal Brand Course!
Personal brands have never been more important. Whether you are an agent or a broker, or whether it’s
your first year in real estate or your 30th year, you must SHOW THE WORLD A STRATEGIC PICTURE
OF WHO YOU ARE. Without a brand, you are just a random person offering a service or one broker
floating around in a SEA of salespeople!

Don’t you want something better for yourself? I did. And, I want something better for you too – which
is why in this course I’m going to guide you through the EXACT SYSTEM I used to grow my brand.
This course provides the building blocks you need to create a brand that highlights your best personal
strengths and unique qualities, putting you in a position to achieve your limitless livelihood.

Think of this workbook as your own personal partner for our branding process. It highlights the same
techniques from the Serhant Brand Strategy System that I used to build the most followed real estate
brand in the world: 1) Core Identity; 2) Consistent Content; and 3) Shout It From the Mountaintop. I’ve
been returning to this system over and over again as I’ve evolved my brand and grown my business to
new heights.

If you give this course YOUR ALL, there are tangible benefits for you on the other side! I am living proof.

When I started my real estate career in 2008 – above a hamburger shop at the corner of 49th and
Madison in New York City – I could NEVER have imagined that someday I’d be at the helm of the most
followed real estate brand in the world. It DID NOT happen overnight. Building the brand took hard
work, dedication, creativity, and imagination . . . but it’s also taken me to places I never thought I’d go.
The bottom line is that your brand is your power, and we want to help you harness that power!

Great things will happen when you do.

Ready, Set, Go!

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM 4
HOW TO BUILD YOUR PERSONAL BRAND | SERHANT Brand Strategy System

CORE IDENTITY
You are one real estate agent in a sea of thousands in your market. You’ll learn to differentiate yourself by
clearly articulating who you are and what you stand for. Then, we’ll give you a blueprint for building your
identity across all touch points.

CONSISTENT CONTENT
Once your brand is defined, you’ll generate leads and stay top of mind by creating regular social media
content and an email newsletter. We’ll tell you how, how often, and on which platforms.

SHOUT IT FROM THE MOUNTAINTOP

Now, we amplify. We’ll provide you with the roadmap to help you build credibility, get coverage, and
stand out from the competition in your community through speaking opportunities, press outreach, and
increasing your local presence.

Copyright © 2021 Serhant Media Group, LLC. All rights reserved. 5

 PHASE ONE:
CORE IDENTITY

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HOW TO BUILD YOUR PERSONAL BRAND | Exercise: YOU Are the Headline

CHAPTER 7

Exercise: YOU Are the ________ Headline PHASE ONE

Ch. 7 Exercise: YOU Are
the Headline
In this exercise, you will begin crafting your brand vision. Remember the three
Ch. 9 Exercise: The
essential qualities of an effective brand vision: Interest Audit
Ch. 11 Discover Your
FUTURE-FOCUSED Adjectives
Focus on your brand 5 years from now Ch. 13 Your Brand Colors
and Typeface
ASPIRATIONAL, BUT PRACTICAL Ch. 15 Exercise: Planning
Your Logo
Something that will really push you, but isn’t outside the realm of possibility Ch. 16 Headshot and
given where you are today Lifestyle
Photoshoot
Session
SIMPLE, CLEAR, AND LOGICAL
Ch. 18 Forging Your
It shouldn’t be too abstract or complex, and should make sense to potential You-First Website
clients Ch. 19 Your Email
Address and
Complete this section as you view the corresponding chapter video. Domain Say a Lot
About You
• Imagine yourself five years into the future. After another incredible sales year, Ch. 20 Establishing Your
Presence with
you’ve made the cover of the most respected newspaper or magazine in your Google Business
local market. Think about what that cover looks like, and how it feels to see
Ch. 21 Establishing Your
yourself there. Presence with
• Jot down key words and phrases that come to mind as you think about each Facebook Business
question. Ch. 22 Recap: Core
Identity
• After completing the visualization, circle or highlight words that are similar or
repeat in each section. PHASE TWO
PHASE THREE
;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk
What does the headline say?

;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk
How are you described?
Jot down key words.

;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk
Who are your clients, what type
of business are you doing, and
what makes you successful?

;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk
How do you describe your
business at that exact moment?
Beyond the properties sold and
the dollar signs – what value has
your business brought to your
clients and customers?

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HOW TO BUILD YOUR PERSONAL BRAND | Exercise: YOU Are the Headline

Now, let’s work together to create your brand vision based on how you envision
yourself in five years.

Here are the examples we give in the course:

• Ryan’s Brand Vision:

Be globally recognized for selling the world’s most expensive properties with the world’s
wealthiest clients.
• Nike’s Brand Vision:
Bring inspiration and innovation to every athlete in the world.
• Disney’s Brand Vision:
Make people happy.
• Southwest Airlines’ Brand Vision:
To be the world’s most loved, most efficient, and most profitable airline.

If you need help putting yours together, ask yourself: What do you want to do, and how do you want to do it?
Craft your statement using the ideas, words, and feelings that you brainstormed in the visualization activity above.

Remember the checklist from a previous page – your brand vision should be:
FUTURE-FOCUSED
ASPIRATIONAL, BUT PRACTICAL
SIMPLE, CLEAR, AND LOGICAL

THINK:

ACTION + PURPOSE + ASPIRATIONAL GOAL

Or, if you have your own idea for a brand vision, write it below.
(you do not need to follow a formula – your brand vision can be as unique as you!)

MY BRAND VISION IS

;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk

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HOW TO BUILD YOUR PERSONAL BRAND | Exercise: The Interest Audit

CHAPTER 9

Exercise: The Interest ______ Audit PHASE ONE

Ch. 7 Exercise: YOU Are
the Headline
To discover your “AND,” answer the questions below in Step 1. Then, follow the
Ch. 9 Exercise: The
instructions in Step 2 in order to dig deeper and hone in on your “AND.” Interest Audit
Ch. 11 Discover Your
STEP 1: Adjectives
Ch. 13 Your Brand Colors
;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk and Typeface

What are your non-real estate Ch. 15 Exercise: Planning

Your Logo
interests?
Ch. 16 Headshot and
Lifestyle
Photoshoot
;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk Session

What do you spend your free Ch. 18 Forging Your

You-First Website
time doing?
Ch. 19 Your Email
Address and
Domain Say a Lot
;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk About You

What do you wish you had Ch. 20 Establishing Your

Presence with
more time to do? Google Business
Ch. 21 Establishing Your
Presence with
;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk Facebook Business

How would you earn your Ch. 22 Recap: Core

Identity
income if you didn’t work in
real estate? PHASE TWO
PHASE THREE

;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk

What are your greatest non-real

estate accomplishments?

;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk
Where does your mind wander
outside of real estate?

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HOW TO BUILD YOUR PERSONAL BRAND | Exercise: The Interest Audit

STEP 2: INTEREST AUDIT

Examine your list for common themes and unique areas of expertise.

Highlight, circle, or star anything that appears on your list more than once, or any related or connected topics you see.

Look carefully at your answers to each question – what related hobbies or passions do you see?
What is emerging as an area of interest or expertise? This is your “AND.”

FOR EXAMPLE:
Did you list outdoor activities, like hiking, canoeing, and mountain biking? Maybe outdoor sports is your thing! What about
wine - is wine on your list multiple times? And are you constantly asked for wine recommendations?

You are REAL ESTATE AND WINE. You’re the one who holds fantastic wine tastings at broker opens, drawing huge crowds
and getting great exposure for your properties. You can make videos in homes you’re selling, sharing the qualities of a
good cabernet while showing off your client’s perfect chef’s kitchen.

;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk
I AM REAL ESTATE AND .

GREAT!
Your “AND” is a critical component of your core identity. We’ll revisit your “AND”
throughout the rest of this course.

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 HOW TO BUILD YOUR PERSONAL BRAND | Discover Your Adjectives

CHAPTER 11

Discover Your _________ Adjectives PHASE ONE

Ch. 7 Exercise: YOU Are
Complete the follow exercise to help identify your adjectives. Remember to avoid the Headline
expectation words, like trustworthy, reliable, hard-working, as these are qualities you Ch. 9 Exercise: The
are expected to have as a real estate agent. Focus on things that make you unique Interest Audit

and qualities that give you a competitive advantage. Ch. 11 Discover Your
Adjectives
Ch. 13 Your Brand Colors
STEP 1: HOW DO YOU SEE YOURSELF? and Typeface
Ch. 15 Exercise: Planning
Fill in the mind map with adjectives that describe your personality as it is, without any Your Logo
sort of bias for what you think it should be or what you want it to be.
Ch. 16 Headshot and
Lifestyle
Who are YOU today? Photoshoot
Session
Ch. 18 Forging Your
;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk You-First Website
Ch. 19 Your Email
Address and
Domain Say a Lot
;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk ;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk About You
Ch. 20 Establishing Your
Presence with
Google Business
Ch. 21 Establishing Your
Presence with
Facebook Business
;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk ;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk
Ch. 22 Recap: Core
Identity
MY PERSONALITY
PHASE TWO
PHASE THREE

;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk ;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk

;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk

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HOW TO BUILD YOUR PERSONAL BRAND | Discover Your Adjectives

STEP 2: HOW DO OTHERS SEE YOU?*

;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk
How would colleagues or team 1.
members describe you? ;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk
2.
(If you’re going to follow our advice to reach ;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk
out to team members, wait until they respond
so you receive accurate descriptions.) 3.

;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk
1.
How would clients describe you? ;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk
(If you’re going to follow our advice to reach out 2.
to team members, wait until they respond so you ;lsdkf;lsdkf ;ldkf;aldfk;sldkf;sk
receive accurate descriptions.) 3.

1.
Why would clients refer you to other 2.
people?
3.

BONUS:
1.
If you have a collection of testimonials,
2.
review those. What words appear most
often?
3.
(Note: your testimonials may include expectation
words such as “hard-working.” That’s OK here, 4.
but we encourage you to push past expectation
words in the final set of adjectives for your 5.
brand personality.)

*BONUS ACTIVITY:
Reach out to past clients and current colleagues to help with this assignment!

Although this can be scary, this is also an opportunity to follow up with anyone you haven’t connected with recently.
Below are two sample emails – use these as a starting point and be sure to customize them and make them personal.

Be sure to thank them once they reply!

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HOW TO BUILD YOUR PERSONAL BRAND | Discover Your Adjectives

COLLEAGUE EMAIL:

Hi [Name],

[Start with a brief personal, complimentary greeting, such as – “Congratulations on the recent closing on that beautiful
apartment on Main Street!” or “It was such a pleasure working with you on the Creek Road deal, I hope your buyers are loving
their new home!”].

Recently, I enrolled in a course offered by Sell it Like Serhant, and I’m currently working on defining my brand personality. I’d
appreciate if you could take a moment to answer one question: What three words would you use to describe my
personality?

Thank you so much for helping! It would be great to treat you to a coffee one day soon – let me know if you’re available
next week!

[Or a similar friendly ending; consider offering to buy them a coffee or glass of wine as a thank you!]

Sincerely,
[Your Name]

PAST CLIENT EMAIL:

Dear [Name],

How are you since [insert something personal here, such as: “the move to the new place on Sycamore Street?”; “we spoke
at the last PTA meeting?”; etc.]. I hope you [and your family, new puppy, whatever!] are doing well.

I am currently working on developing and refining my personal brand. As a past client, your input and feedback are
important, and would be grateful if you could answer one quick question that will help me with this endeavor: If you were
to recommend my services to someone in your network, what three words would you use to describe
my personality?

[Be sure to offer them something in return - doesn’t have to be big or explicit! Make it personal if possible and appropriate for
your relationship and level of familiarity. Examples:]

• As a thank you, I’d love to treat you to a cup of coffee and catch up! Are you available next
Thursday or Friday afternoon?
• I also attached a recent review for a new restaurant that just opened – wanted to make sure you saw it,
as I know how much you love Greek food!
• As a thank you, I’d love to drop off a bottle of a wonderful cabernet I had the other night – I’ll be in
your neighborhood on Saturday and can stop by then!
Sincerely,
[Your Name]

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HOW TO BUILD YOUR PERSONAL BRAND | Discover Your Adjectives

CURRENT CLIENT:

(Only send to a client who has a contract signed! Make sure it’s a client who actually knows you.)

Dear [Client],

[Start with a positive, light reference to your current business with them – like “I’m looking forward to that property
tour coming up, I think you’re really going to like it!”]

I am currently working on developing and refining my personal brand. As a client, I deeply respect your input and
feedback, and would be grateful if you could answer one quick question that will help me with this endeavor: If you
were to recommend my services to someone in your network, what three words would you use
to describe my personality?

Thank you so much for assisting me with this – I look forward to continuing our work together!

Sincerely,
[Your Name]

STEP 3: RECONCILE

Go back to the chart in step 2.

Where is the overlap between how you describe your own personality and how others describe you?

Circle the words that overlap between steps 1 and 2 or that come close to overlapping.
That’s likely your zone of authenticity.

STEP 4: REFINE
Now, which of the adjectives you’ve circled support your brand vision and can align with your “AND”?
At least one or two should align naturally, because we’ve created your brand vision and your “AND”
based on authenticity. If you have more than that, pick the ones you like best.
Choose 1–2 from your chart in step 2:

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HOW TO BUILD YOUR PERSONAL BRAND | Discover Your Adjectives

Now, identify 1-2 more adjectives that are specific to your brand vision, your AND, as well as your authentic
personality. For example, if your brand vision is to become known for selling large family homes and you don’t yet
mhave “familial,” “warm,” or “wholesome” as a relevant adjective and this new adjective is authentically you – add it.

Write 1–2 new adjectives that do not appear on your above chart:

Now, out of the 3-4 adjectives you’ve written on the lines immediately above, consolidate your list.
Write down your final three adjectives to describe your brand personality.

MY BRAND PERSONALITY IS:

1.

2.

3.

At this point, you’ve established your BRAND POSITION. Make sure you’ve completed this before moving on
to the next section.

To recap, fill in the blanks below:

MY BRAND VISION:

MY “AND”:

MY BRAND PERSONALITY (MY ADJECTIVES):

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HOW TO BUILD YOUR PERSONAL BRAND | Your Brand Colors and Typeface

CHAPTER 13

Your Brand Colors and ________ Typeface PHASE ONE

Ch. 7 Exercise: YOU Are
In this activity, you’ll choose your brand color and typeface. These are the color(s) and the Headline
font(s) you will use across all your marketing collateral. Its important to keep your brand Ch. 9 Exercise: The
Interest Audit
personality front and center when doing this. At the end of this workbook activity, we’ve
included the SERHANT style guide to show you what this looks like when it all comes Ch. 11 Discover Your
Adjectives
together.
Ch. 13 Your Brand Colors
and Typeface
STEP 1: CHOOSE YOUR COLOR(S) Ch. 15 Exercise: Planning
Your Logo
Take a look at the color wheel and color chart below and on the following page. Read Ch. 16 Headshot and
the ideas, emotions, and traits associated with each of the primary and secondary Lifestyle
colors. Consider the adjectives associated with your brand personality as determined Photoshoot
Session
in the previous activity (Chapter 11).
Ch. 18 Forging Your
You-First Website
Which colors have qualities that are aligned with your brand personality? Remember, Ch. 19 Your Email
they don’t need to be a perfect match, but they should be similar or related. If possible, Address and
narrow down to one color that best matches your brand personality. Domain Say a Lot
About You
Ch. 20 Establishing Your
Presence with
Google Business
Ch. 21 Establishing Your
Presence with
Facebook Business
RED
PRIMARY Ch. 22 Recap: Core
Identity

PHASE TWO
PURPLE ORANGE PHASE THREE
SECONDARY SECONDARY

BLUE YELLOW
PRIMARY PRIMARY

GREEN
SECONDARY

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HOW TO BUILD YOUR PERSONAL BRAND | Your Brand Colors and Typeface

Each color has endless shares and variations – go to any paint store to see how many shades of green you can choose
from! Each individual shade can convey more nuanced emotions and ideas. You can refine the specific hue, shade, or
saturation when you’re working on your logo.

MY SELECTED COLOR IS: , (AND .)

BECAUSE IT CONVEYS , ,

AND .

SANITY CHECK:
Does the information conveyed by your chosen color accurately represent your brand position? Circle one.

YES / NO

Note: If you circled no, you need to either rework your brand position or your color
choice. Your brand position and visual identity must align!

NOW, LET’S MOVE ON TO TYPEFACE

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HOW TO BUILD YOUR PERSONAL BRAND | Your Brand Colors and Typeface

STEP 2: CHOOSE YOUR TYPEFACE

There are thousands of font options available to you – the chart below shows the four major font families, their
personalities, and a few examples of popular fonts from each family. To explore the broad range of available fonts,
we’ve included directions for using Google Fonts after the chart. Use these two resources together to zero in on the font
family that best matches your brand personality, and then pick three possible fonts for use across all aspects of your
visual identity. Record them in the space below – we’ll be coming back to this later!

SERIF SAN SERIF

Personality Examples Personality Examples

• Traditional • Baskerville • Modern • Futura
• Sophisticated • Didot • Straightforward • Avenir
• Practical • Adobe Garamond • Understanding • Helvetica
• Important • Times New Roman • Universal • Verdana

SCRIPT SLAB SERIF

Personality Examples Personality Examples

• Elegant • August Script • Bold • Josefin Slab
• Classic • Pinyon • Contemporary • Bodoni
• Personal • Al Fresco • Trendy • Courier
• Stylish • Snell Roundhand • Friendly • Rockwell

MY SELECTED FONT FAMILY IS: POSSIBLE FONTS ARE:

USING GOOGLE FONTS

As Ryan says in the corresponding video, there are endless font options. One helpful tool for exploring options is Google
Fonts. Once you’ve chosen a font family, we suggest using Google Fonts to explore specific options.

First, go to fonts.google.com. You can search for specific fonts, or filter by font family using the “Categories” drop-down.
(Please note: the previous chart gives the most commonly accepted family names. Generally speaking, Google refers to
SLAB SERIF fonts as DISPLAY, and SCRIPT fonts as HANDWRITING.)

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HOW TO BUILD YOUR PERSONAL BRAND | Your Brand Colors and Typeface

You can play with the exact style of each font using the FONT PROPERTIES drop-down menu.

Here is an example of one of Ryan’s favorite sayings in six different types of Sans Serif fonts (and see, Google Fonts
even lets you change the language!)

SERHANT. STYLE GUIDE

We’ve included a summary of the SERHANT. style guide below to show you how this all comes together. Everything
that SERHANT. puts out in the world – from show sheets to pages on the website to official SERHANT. merchandise
follows this style guide.

LOGO TY P O G R A P H Y

Headline
a b c d e f g h i j k l m n o p q r s t u vwxy z

I D E N T I TY CO LO R S

Subheadline
A B C D E F G H I J K L M N O P Q R S TU V WXY Z
a b c d e f g h i j k l m n o p q r s t u v wxy z
Rich Blue Uncoated Black Ultra Light Light Grey
PMS 2747 PMS BLACK C PMS COOL GREY 2 PMS COOL GREY 5
CMYK 100,99,19,17 CMYK 0 0,0,100 CMYK 0,0,0,10 CMYK 0,0,0,33
RGB 18,18,117 RGB 0,0,0 RGB 270,270,270 RGB 170,170,170
#121275 #000 #EAEAEA #AAA

Refer back to your brand vision, your AND, and your brand personality when choosing your color.
Note: If you are working with a designer to make a logo, the designer can/should also make you a style guide. If not, you can
make an informal guide based on what the designer has created.

Copyright © 2021 Serhant Media Group, LLC. All rights reserved. 19

HOW TO BUILD YOUR PERSONAL BRAND | Exercise: Planning Your Logo

CHAPTER 15

Exercise: Planning Your _____ Logo PHASE ONE

Ch. 7 Exercise: YOU Are
Fill in the blanks below with the different elements of your visual identity - these are the the Headline

parts of your core identity that will inform your logo. And great news, you’ve already Ch. 9 Exercise: The
Interest Audit
done all this work! Refer back to previous sections of the workbook and look for the
yellow boxes – add the information from there into the template below! Ch. 11 Discover Your
Adjectives
Ch. 13 Your Brand Colors
BRAND VISION: and Typeface
Ch. 15 Exercise: Planning
Your Logo
Ch. 16 Headshot and
MY CORE IDENTITY IS REAL ESTATE AND Lifestyle
Photoshoot
Session
Ch. 18 Forging Your
You-First Website
MY BRAND PERSONALITY (ADJECTIVES):
Ch. 19 Your Email
Address and
Domain Say a Lot
About You
Ch. 20 Establishing Your
Presence with
Google Business
Ch. 21 Establishing Your
Presence with
Facebook Business
Ch. 22 Recap: Core
FONT FAMILY: Identity

COLOR: FONT: PHASE TWO

PHASE THREE

Notes on hue/shade: Notes on style:

ADDITIONAL ACTIVITY:
Create a mood board with examples of logos and images that speak to or inspire you.
This can be digital or a hard copy. Refer back to the Chapter 15 video for how to do this!

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HOW TO BUILD YOUR PERSONAL BRAND | Headshot and Lifestyle Photoshoot Session

CHAPTER 16

Headshot and Lifestyle

Session
PHASE ONE

Photoshoot _______ Ch. 7 Exercise: YOU Are

the Headline
Ch. 9 Exercise: The
Interest Audit
Use the following guides to plan for your headshot and lifestyle photoshoot.
Ch. 11 Discover Your
Adjectives
HEADSHOT PLANNING GUIDE Ch. 13 Your Brand Colors
and Typeface
As Ryan said, your headshot should be a polished, professional picture that showcases
Ch. 15 Exercise: Planning
you as a confident professional. Gone are the days of the static pose with a boring Your Logo
background – while a headshot is not as relaxed as lifestyle photos, you can still get
Ch. 16 Headshot and
creative and showcase your brand through strategic choices: Lifestyle
Photoshoot
Session
1. Your Outfit: Pick something that is aligned with your brand personality and
Ch. 18 Forging Your
aligned with who you are as a professional. Think carefully about your target You-First Website
clients – what will make them comfortable and confident? For example, Ch. 19 Your Email
if your target client is a high-net-worth banker, be sure to wear something more Address and
Domain Say a Lot
formal, like a tailored suit. If your specialization is beach properties, maybe About You
choose something less formal, like a collared shirt with sleeves rolled up, or a
Ch. 20 Establishing Your
dress or blouse in a bright, beachy color. Presence with
Google Business
2. Your Background: Again, make sure this matches your brand personality Ch. 21 Establishing Your
and your vision. Remember Ryan’s example: when his brand vision was to be Presence with
the most successful agent in New York City, he used a cobble stone street as Facebook Business

his background – a classic New York City setting. Now that his vision is more Ch. 22 Recap: Core
Identity
global, he uses a neutral background that is not tied to a specific location.
PHASE TWO
3. Your Poses: You should appear professional, polished, and approachable.
PHASE THREE
Work with your photographer to make sure you are projecting the right image,
and make sure it is aligned to your brand personality. Use the following
Posing Guide for additional tips and tricks to help you shine.

POSING GUIDE
We’ve included a helpful posing guide to give you pointers for getting the most out of
your headshot and lifestyle photoshoot. While your photographer should be your main
source of direction and feedback as you are shooting, these examples can get you
started.

Copyright © 2021 Serhant Media Group, LLC. All rights reserved. 21

HOW TO BUILD YOUR PERSONAL BRAND | Headshot and Lifestyle Photoshoot Session

1. Chin down, ears forward! This will help accentuate your facial features to make you appear confident,
yet approachable.

Chin too high

2. Angle Your Shoulders Slightly: Work with your photographer to make sure your shoulder isn’t too angled
or too straight – a slight angle is most flattering.

The quarter turn is an

easy, natural look.

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM 22
HOW TO BUILD YOUR PERSONAL BRAND | Headshot and Lifestyle Photoshoot Session

3. Arm Placement: Don’t just let them hang there – you’ll look stiff and uncomfortable. Cross your arms or
putting a hand on your hip or in your pocket will look more natural and confident.

If in doubt, cross
your arms

4. Smile! Practice in the mirror – experiment with a more open or closed mouth, and with the broadness of your
smile.

Ryan doesn’t look

as friendly with a
closed mouth

Copyright © 2021 Serhant Media Group, LLC. All rights reserved. 23

HOW TO BUILD YOUR PERSONAL BRAND | Headshot and Lifestyle Photoshoot Session

5. Most importantly, relax. As Ryan always says, people hate being sold, but love shopping with friends.
A relaxed, friendly headshot will help humanize you - but be sure to stay true to your brand personality.

Lean in slightly to
appear less stiff

6. Putting it all together!

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM 24
 HOW TO BUILD YOUR PERSONAL BRAND | Headshot and Lifestyle Photoshoot Session

LIFESTYLE PHOTOSHOOT POSING GUIDE

Like your headshot, your lifestyle photoshoot should showcase you as professional, yet approachable – but here you
have the opportunity to show a bit more personality! The possibilities are endless, and we encourage you to include
your “AND” if it’s possible. We’ve included a few pointers below to help you make the most of this shoot – for more
ideas, check the SERHANT. Instagram account for examples from recent SERHANT. agent shoots.

1. For seated shots, experiment with different angles, arm placement, and leg placement. It is okay to look
like you are relaxed, or having fun – however, avoid looking sloppy or too informal. Remember, these are
still an important marketing tool!

Talia is hunched
over and closed
off

Copyright © 2021 Serhant Media Group, LLC. All rights reserved. 25

 HOW TO BUILD YOUR PERSONAL BRAND | Headshot and Lifestyle Photoshoot Session

2. Practice different angles: Avoid staring at the camera straight on or standing/sitting too far back from the
camera – this often comes off as cold or unfriendly.

Sitting or standing
against a wall appears
as though you are
backing away.

3. Like with your headshot, relax! Practice in the mirror, find poses that let you shine. Show some
personality, have a little fun, and stay true to your brand personality.

Be mindful of
slouching

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HOW TO BUILD YOUR PERSONAL BRAND | Headshot and Lifestyle Photoshoot Session

4. Most importantly, make your photographer a collaborator in this project to make sure you are
happy with the final product. Build a working relationship with a photographer you trust will
serve you well over time.

Copyright © 2021 Serhant Media Group, LLC. All rights reserved. 27

HOW TO BUILD YOUR PERSONAL BRAND | Headshot and Lifestyle Photoshoot Session

PHOTOGRAPHY PLANNING CHECKLIST

LIFESTYLE & HEADSHOT PHOTOSHOOT PLANNING GUIDE
Use the following chart to plan the key elements of your lifestyle and headshot photoshoot. While you can have a single
outfit, location, and concept for your headshot, your lifestyle photoshoot should include 8-12 combinations.

Be sure to think carefully about the concept of each shot – look to other agents and people you follow on Instagram for
inspiration. Remember to incorporate your “AND” as appropriate and stay true to your brand personality and adjectives.

LOCATION WARDROBE CONCEPT

1. 1. 1.

2. 2. 2.

3. 3. 3.

4. 4. 4.

5. 5. 5.

6. 6. 6.

7. 7. 7.

8. 8. 8.

9. 9. 9.

10. 10. 10.

11. 11. 11.

12. 12. 12.

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM 28
HOW TO BUILD YOUR PERSONAL BRAND | Headshot and Lifestyle Photoshoot Session

PRINT AND BRING TO YOUR NEXT PHOTOSHOOT

Use the following checklist to ensure you’ve planned the most important aspects of your lifestyle photoshoot.
Photographer Selected and Confirmed Date of Photoshoot:

Name:

Contact Info: Start time:

Hair/Makeup Artist Selected and Confirmed End time:

Name:

Contact Info: Weather forecast: (helpful for determining lighting/styling needs)

Location(s) Selected and Confirmed Specific Wardrobe Pieces to Bring:

Location Address: Shirts/Blouses

Jackets

Pants
Contact Info (if needed):
Dresses/Skirts

Shoes
Location 2 Address: Accessories

Contact Info (if needed):

Wardrobe Stylist Selected and Confirmed

Name:

Contact Info:

Copyright © 2021 Serhant Media Group, LLC. All rights reserved. 29

HOW TO BUILD YOUR PERSONAL BRAND | Forging Your You-First Website

CHAPTER 18

Forging Your You-First _______ Website PHASE ONE

Ch. 7 Exercise: YOU Are
Your agent-first website is an essential part of your digital identity. As Ryan reminds us the Headline
repeatedly, people want to work with you because of YOU – not because of your Ch. 9 Exercise: The
brokerage, not because of your team, but YOU. Sure, having a brokerage and a team Interest Audit
that clients trust is important, but the first decision they will make will be 100% about you Ch. 11 Discover Your
Adjectives
– so make sure you’re well represented when potential clients search for you!
Ch. 13 Your Brand Colors
and Typeface
Remember, this chapter and activity are not about how to actually BUILD a website –
Ch. 15 Exercise: Planning
unless you already know how to build a website from scratch, it’s best to either outsource Your Logo
it and hire a web designer (you can find great web designers to suit your budget on
Ch. 16 Headshot and
platforms like Upwork or Fivrr!), or stick with a simple, drag and drop platform such as Lifestyle
SquareSpace, Wix, or Webflow. Photoshoot
Session
Ch. 18 Forging Your
What we WILL focus on is the content that will be on your website. Remember, this You-First Website
doesn’t have to be some massive, interactive site – just focus on getting the key
Ch. 19 Your Email
information up there in a polished, easy-to-navigate format. As your business grows, Address and
you may want to add some more bells and whistles, but again – seek out an Domain Say a Lot
About You
experienced web designer to do that for you!
Ch. 20 Establishing Your
Presence with
Before actually building and launching your site, you need to have all the following: Google Business
Ch. 21 Establishing Your
Presence with
• Professional headshots Facebook Business

• Lifestyle photos Ch. 22 Recap: Core

Identity
• The elements of your personal brand, including: PHASE TWO
Brand Position PHASE THREE
Font(s)
Color(s)
A Finished Logo

If you’re still working on those things, it’s okay! You can still start compiling the key
information that will go on your site. The outline below will walk you through the
essential pieces of an effective agent-first website.

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HOW TO BUILD YOUR PERSONAL BRAND | Forging Your You-First Website

BASIC WEBSITE OUTLINE

We recommend your website consist of 3-5 pages. Yup. That’s it! Most people won’t read through every inch of
it – they’ll most like visit your website for a quick credibility check. Make sure to include the following information
in the footer on every page: links to sign up for your newsletter, links to your social media accounts, and your
contact information (which should be on your About Me/Us page as well.)

• Home page: Lead with agent-first visuals, brief information about who you are and your
AND, highlight key accolades, and client testimonials.
• About Me/Us page: This is where your longer-form bio and contact information will
go. If you have a team or are part of team, here is where you’ll want to talk about all the
team resources your clients get when they decide to work with YOU.
• Just Listed/Just Sold page: Highlight your recent listings and recent sales. BUT: Only
pick the homes that are representative of your brand position. If you’re positioning yourself
as the family upgrade specialist, DO NOT show starter homes, even if you just listed or just
sold one. Do not lie and put homes you didn’t sell on this page; that’s unethical and could
get you in trouble for false advertising. But DO cherry-pick the ones you truly listed or sold.
• Press page: If you have recent press, be sure to include it here. If you don’t have any
yet, you don’t need this page. But keep this in mind - we’ll teach you how to generate press
in Phase three of the course. You can also include your blog on this page – either highlights
if you have an external blog site or include recent posts you’ve published (more on this in
Phase three)!
• Lead Magnet page: This is an advanced strategy we go into further in our social media
ads course. I recommend having a page where prospects can download thought
leadership from you such as a buyer’s guide, a seller’s guide, or a neighborhood guide.
Again, we cover this in more detail in our Social Media Ads course.

There are a few things that will be consistent across EVERY page within your site:

• Be sure to keep your fonts, colors, and logo consistent across all pages.
• On each page there should be a footer with your contact information and links to
sign up to your newsletter and to your social media accounts.
• The most important thing to keep consistent is YOU – remember, this is your agent-first
website. You – your pictures, your AND, and your brand vision – need to always be front
and center.

And – that’s it! Remember, clarity and centering YOU are key here.

Copyright © 2021 Serhant Media Group, LLC. All rights reserved. 31

HOW TO BUILD YOUR PERSONAL BRAND | Your Email Address and Domain Say a Lot About You

CHAPTER 19

Your Email Address and ________ Domain PHASE ONE

Say a Lot About You Ch. 7

Ch. 9
Exercise: YOU Are
the Headline
Exercise: The
Interest Audit
YOUR EMAIL ADDRESS
Ch. 11 Discover Your
It’s important to own your personal domain and to establish an email address associated Adjectives

with that domain name. This is more than just branding – it’s about presenting the most Ch. 13 Your Brand Colors
and Typeface
polished, professional version of you at every step of the client or customer interaction.
Ch. 15 Exercise: Planning
While free email domains are fine for personal correspondence, using an email address Your Logo
at your own domain adds a level of security and professionalism that will set you apart
Ch. 16 Headshot and
from the crowd. Lifestyle
Photoshoot
Session
However, until you have built enough brand awareness, stick with your brokerage email
Ch. 18 Forging Your
address – for now, that email domain is your credibility. Once your personal brand takes You-First Website
off, it’s time to transition! Your personal domain should be easily connected to YOU – it
Ch. 19 Your Email
should be short, to the point, pronounceable, and identifiable. The exact same goes for Address and
your email address. Domain Say a Lot
About You
Ch. 20 Establishing Your
Here are some examples using the name “Ryan Serhant”: Presence with
Google Business
ryan@ryanserhant.com
Ch. 21 Establishing Your
rs@ryanserhant.com Presence with
Facebook Business
rserhant@ryanserhant.com Ch. 22 Recap: Core
Identity
Notice all of these addresses are easily connected to the owner – Ryan – and are easy PHASE TWO
to remember and share. Avoid generic addresses like info@ryanserhant.com – while
PHASE THREE
useful for general inquiries that may come in through your personal website, they are too
anonymous for important correspondence and lead cultivation.
EMAIL SIGNATURE
Below is Ryan’s email signature – as he says, this simple format is best to use for email
signatures. You can add 1-2 degrees, designations, or accolades, but only if they are
particularly compelling.

Name
Title/license held

Company name/logo
Preferred phone contact*
Website
Links to social media accounts

*You may have two lines for this section – one for your office and one for your mobile.

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM 32
HOW TO BUILD YOUR PERSONAL BRAND | Establishing Your Presence with Google Business

CHAPTER 20

Establishing Your _________ Presence PHASE ONE

with Google Business Ch. 7

Ch. 9
Exercise: YOU Are
the Headline
Exercise: The
Interest Audit
As Ryan says, your Google Business page is essential! Your Google Business page
Ch. 11 Discover Your
allows you to control how your business appears on Google searches and Google Adjectives
maps, and provides you with an easy, accessible platform to gather client testimonials. Ch. 13 Your Brand Colors
and Typeface
1. First, sign into the Google account associated with your business. Ch. 15 Exercise: Planning
Your Logo
If you don’t have one yet, you’ll need to create one by going to
www.google.com and selecting “Create an Account.” Ch. 16 Headshot and
Lifestyle
Photoshoot
2. Visit google.com/business. Click the blue button that reads “Show up on Session
Google.” (Please note: Google likes to A/B test its buttons and Ch. 18 Forging Your
You-First Website
corresponding labels – the button may be labeled as “Create Profile” or
something similar. Regardless, click on the blue button that appears and you’ll Ch. 19 Your Email
Address and
stay on track!) Domain Say a Lot
About You
Ch. 20 Establishing Your
Presence with
Google Business
Ch. 21 Establishing Your
Presence with
Facebook Business
Ch. 22 Recap: Core
Identity

PHASE TWO
PHASE THREE
3. Search for your business in the “Business name” search bar. If you see
your business in the auto-populated list, click on it. Most likely, your business will
not already be in Google. You’ll then need to choose a name for your business;
pick something simple like “Mary Smith, Licensed Real Estate Agent.”

Copyright © 2021 Serhant Media Group, LLC. All rights reserved. 33

HOW TO BUILD YOUR PERSONAL BRAND | Establishing Your Presence with Google Business

4. Choose how your business serves customers. Choose the option or options that best apply to your business.

5. Click “Get Started” and make sure to complete all information! You’ll be asked to complete basic
information, including contact information, website information, and a business description. Be sure to check in
on your account regularly and update it immediately if anything changes!

*Please note, these instructions are accurate as of November 2021, and subject to change. When in doubt, Google provides
helpful FAQ pages for all its products, including Google Business. Please consult Google directly for additional help getting set up.

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM 34
HOW TO BUILD YOUR PERSONAL BRAND | Establishing Your Presence with Facebook Business

CHAPTER 21

Establishing Your __________ Presence PHASE ONE

with Facebook Business Ch. 7

Ch. 9
Exercise: YOU Are
the Headline
Exercise: The
Interest Audit
The second essential piece of your digital identity is your Facebook Business page. This
is a great way to tap into an engaged audience that is already part of your network. Ch. 11 Discover Your
Adjectives

1. Make sure you have a Facebook account! Your Facebook business page Ch. 13 Your Brand Colors
and Typeface
will be tied to your personal Facebook page, so make sure you have one, your
Ch. 15 Exercise: Planning
name is correct, and you are signed in to it. Your Logo
Ch. 16 Headshot and
2. Create a page. Under the “Home” drop down, you’ll see the “Create” list. Lifestyle
Choose the “Page” option. Photoshoot
Session
Ch. 18 Forging Your
You-First Website
Ch. 19 Your Email
Address and
Domain Say a Lot
About You
Ch. 20 Establishing Your
Presence with
Google Business
Ch. 21 Establishing Your
Presence with
Facebook Business
Ch. 22 Recap: Core
Identity

PHASE TWO
PHASE THREE
3. Complete the basic “Create a Page” information. Choose a name for
your business – preferably “First Name Last Name, Licensed Real Estate Agent.”
Under category, list “Real Estate Agent” and any other terms/descriptors that
will be guide your target client to you – however, note you can only choose
options from the prepopulated list. Some possible options include: Commercial
Real Estate, Vacation Home Rental, Property Management Company, Real
Estate Company, Real Estate Service, Real Estate Developer.

Copyright © 2021 Serhant Media Group, LLC. All rights reserved. 35

HOW TO BUILD YOUR PERSONAL BRAND | Establishing Your Presence with Facebook Business

4. Scroll down on the left panel to add photos. Use your current headshot for the profile picture and
a lifestyle photo for the cover photo.

5. Add more information. Complete as much as possible to optimize your profile.

6. Invite friends to like your page. Don’t feel shy about this! You are tapping into a network you
already have, and anyone who receives an invitation to like your page has to opt in to be added.

Press to invite
Press to invite
Press to invite

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HOW TO BUILD YOUR PERSONAL BRAND | Establishing Your Presence with Facebook Business

7. Add a button. Facebook has “calls to action” built right in via the button options. Be sure to use basic ones,
like Follow, Send Email, and Call Now. Once you have a web page, be sure to activate the “Learn More”
button to redirect people to your you-first website. Additionally, you can use the Sign Up button to allow
people to subscribe to your newsletter.

Press to add button

8. Begin posting….which we’ll cover in Phase 2: Consistent Content.

*Please note, these instructions are accurate as of November 2021, and subject to change. When in doubt, Facebook provides helpful
FAQ pages for all its products, including Facebook Business. Please consult Facebook directly for additional help getting set up.

Copyright © 2021 Serhant Media Group, LLC. All rights reserved. 37

HOW TO BUILD YOUR PERSONAL BRAND | Recap: Core Identity

CHAPTER 22

Recap: Core ________ Identity PHASE ONE

Ch. 7 Exercise: YOU Are
Use this page to summarize everything you’ve crafted and identified in this section. the Headline
By having all the elements of your brand in one place, you’ll be able to refer to them Ch. 9 Exercise: The
quickly and keep them top of mind as you move on to Phase Two. Interest Audit
Ch. 11 Discover Your
Adjectives
Ch. 13 Your Brand Colors
and Typeface
Ch. 15 Exercise: Planning
BRAND VISION Your Logo
P. 8
Ch. 16 Headshot and
Lifestyle
Photoshoot
Session
Ch. 18 Forging Your
You-First Website
Ch. 19 Your Email
Address and
MY “AND” Domain Say a Lot
P. 10 About You
Ch. 20 Establishing Your
Presence with
Google Business
Ch. 21 Establishing Your
Presence with
Facebook Business
BRAND PERSONALITY Ch. 22 Recap: Core
AND ADJECTIVES Identity
P. 15 PHASE TWO
PHASE THREE

BRAND COLOR(S)
P. 17

BRAND TYPEFACE(S)
P. 18

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM 38
 PHASE TWO:
CONSISTENT CONTENT

Copyright © 2021 Serhant Media Group, LLC. All rights reserved.

HOW TO BUILD YOUR PERSONAL BRAND | Instagram Strategy and Execution

CHAPTER 26

Instagram PHASE ONE

Strategy and __________ Execution PHASE TWO

Ch. 26 Instagram
Strategy and
Execution
Use the template below to take notes on key features, functionalities, and strategies for Ch. 27 Exercise: Your
maximizing your presence on Instagram. Instagram Action
Plan
Ch. 28 Facebook
OVERVIEW/DEMOGRAPHICS CONTENT/SURFACES Strategy and
Execution
Ch. 29 Exercise: Your
Facebook Action
Plan
Ch. 30 LinkedIn
Strategy and
Execution
Ch. 31 Exercise: Your
LinkedIn Action
Plan
Ch. 32 TikTok
Strategy and
Execution
Ch. 33 Exercise: Your
TikTok Action Plan
Ch. 34 YouTube
Strategy and
Execution
Ch. 35 Exercise: Your
YouTube Action
Plan
Ch. 36 Social Platform
KEY STRATEGIES/TAKEAWAYS Success Metrics
Ch. 37 Planning Your
Content Calendar
and Producing in
Bulk
Ch. 38 Exercise: Creating
Your Content
Calendar and
Production
Schedule
Ch. 40 Your Voice:
Plot Out Your
Newsletter
Content
Ch. 42 Exercise: Making
Your Own
Newsletter
Ch. 43 Recap: Consistent
Content

PHASE THREE

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM 40
HOW TO BUILD YOUR PERSONAL BRAND | Exercise: Your Instagram Action Plan

CHAPTER 27

Exercise: Your Instagram PHASE ONE

Action
______ Plan
PHASE TWO
Ch. 26 Instagram
Strategy and
Execution
INSTAGRAM SELF-AUDIT CHECKLIST Ch. 27 Exercise: Your
Instagram Action
Plan
Do your username, headline, caption, and photograph represent your Ch. 28 Facebook
brand clearly? Strategy and
Execution

YES NO Ch. 29 Exercise: Your

Facebook Action
Plan
Does your profile picture represent the person you want to be? Ch. 30 LinkedIn
Are you using the same profile picture across platforms? Strategy and
Execution
YES NO Ch. 31 Exercise: Your
LinkedIn Action
Plan
Is every post on brand? (P.S. - If they aren’t, delete them!)
Ch. 32 TikTok
Strategy and
YES NO Execution
Ch. 33 Exercise: Your
Are you creating stronger connections by responding to DM’s? TikTok Action Plan
Ch. 34 YouTube
YES NO Strategy and
Execution

Which posts have the most engagement (likes & comments)? Ch. 35 Exercise: Your
YouTube Action
Plan
Ch. 36 Social Platform
Success Metrics
What do they have in common?
Ch. 37 Planning Your
Content Calendar
and Producing in
Bulk

Which posts have the lowest engagement (likes & comments)? Ch. 38 Exercise: Creating
Your Content
Calendar and
Production
Schedule
What do they have in common? Ch. 40 Your Voice:
Plot Out Your
Newsletter
Content
Ch. 42 Exercise: Making
Your Own
Newsletter
Three aspirational content creators to follow:
Ch. 43 Recap: Consistent
Content

PHASE THREE

Copyright © 2021 Serhant Media Group, LLC. All rights reserved. 41

HOW TO BUILD YOUR PERSONAL BRAND | Exercise: Your Instagram Action Plan

Fill in the following chart with ideas for Instagram posts. Think carefully about each
bucket and make sure you are diversifying your content, while remaining consistent and
aligned with your brand. We’ve provided some examples for you.

PROFESSIONAL
Content Ideas

• Q&As, biweekly introductions, and assumptions video

• Ask me anything posts

• Neighborhood guides

PERSONAL/FRIENDS & FAMILY

Content Ideas

YOUR “AND”
Content Ideas

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM 42
HOW TO BUILD YOUR PERSONAL BRAND | Facebook Strategy and Execution

CHAPTER 28

Facebook PHASE ONE

Strategy and __________ Execution PHASE TWO

Ch. 26 Instagram
Strategy and
Execution
Use the template below to take notes on key features, functionalities, and strategies for Ch. 27 Exercise: Your
maximizing your presence on Facebook. Instagram Action
Plan
Ch. 28 Facebook
OVERVIEW/DEMOGRAPHICS CONTENT/SURFACES Strategy and
Execution
Ch. 29 Exercise: Your
Facebook Action
Plan
Ch. 30 LinkedIn
Strategy and
Execution
Ch. 31 Exercise: Your
LinkedIn Action
Plan
Ch. 32 TikTok
Strategy and
Execution
Ch. 33 Exercise: Your
TikTok Action Plan
Ch. 34 YouTube
Strategy and
Execution
Ch. 35 Exercise: Your
YouTube Action
Plan
Ch. 36 Social Platform
KEY STRATEGIES/TAKEAWAYS Success Metrics
Ch. 37 Planning Your
Content Calendar
and Producing in
Bulk
Ch. 38 Exercise: Creating
Your Content
Calendar and
Production
Schedule
Ch. 40 Your Voice:
Plot Out Your
Newsletter
Content
Ch. 42 Exercise: Making
Your Own
Newsletter
Ch. 43 Recap: Consistent
Content

PHASE THREE

Copyright © 2021 Serhant Media Group, LLC. All rights reserved. 43

HOW TO BUILD YOUR PERSONAL BRAND | Exercise: Your Facebook Action Plan

CHAPTER 29

Exercise: Your Facebook PHASE ONE

Action
______ Plan
PHASE TWO
Ch. 26 Instagram
Strategy and
Execution
Use the table below to document the ways in which your Facebook and Instagram Ch. 27 Exercise: Your
content are distinctly different. If you have yet to build out one or both of those Instagram Action
Plan
platforms, set concrete goals for yourself so that when you begin sharing content,
you are able to maintain two distinct platforms. We have provided an example that Ch. 28 Facebook
Strategy and
incorporates an “AND” of running. Execution
Ch. 29 Exercise: Your
BUT FIRST... Facebook Action
Plan

HAVE YOU CREATED YOUR FACEBOOK BUSINESS PAGE? Ch. 30 LinkedIn

Strategy and
Execution
If not, go back to chapter 21 and do that now! Ch. 31 Exercise: Your
LinkedIn Action
Plan
FACEBOOK
INSTAGRAM Ch. 32 TikTok
CATEGORY BUSINESS Strategy and
CONTENT
CONTENT Execution
Ch. 33 Exercise: Your
TikTok Action Plan
• •
Ch. 34 YouTube
• • Strategy and
Execution
PERSONAL • • Ch. 35 Exercise: Your
YouTube Action
• • Plan
Ch. 36 Social Platform
• • Success Metrics
Ch. 37 Planning Your
Content Calendar
• Quck walkthrough of • New listing photo with and Producing in
new listing description Bulk
Ch. 38 Exercise: Creating
• • Your Content
Calendar and
PROFESSIONAL • • Production
Schedule
• • Ch. 40 Your Voice:
Plot Out Your
• • Newsletter
Content
Ch. 42 Exercise: Making
• Mid–run video to stories • Post–run summary/photo Your Own
Newsletter
• • Ch. 43 Recap: Consistent
Content
YOUR “AND” • •
PHASE THREE
• •

• •

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM 44
HOW TO BUILD YOUR PERSONAL BRAND | LinkedIn Strategy and Execution

CHAPTER 30

LinkedIn PHASE ONE

Strategy and __________ Execution PHASE TWO

Ch. 26 Instagram
Strategy and
Execution
Use the template below to take notes on key features, functionalities, and strategies for Ch. 27 Exercise: Your
maximizing your presence on LinkedIn. Instagram Action
Plan
Ch. 28 Facebook
OVERVIEW/DEMOGRAPHICS CONTENT/SURFACES Strategy and
Execution
Ch. 29 Exercise: Your
Facebook Action
Plan
Ch. 30 LinkedIn
Strategy and
Execution
Ch. 31 Exercise: Your
LinkedIn Action
Plan
Ch. 32 TikTok
Strategy and
Execution
Ch. 33 Exercise: Your
TikTok Action Plan
Ch. 34 YouTube
Strategy and
Execution
Ch. 35 Exercise: Your
YouTube Action
Plan
Ch. 36 Social Platform
KEY STRATEGIES/TAKEAWAYS Success Metrics
Ch. 37 Planning Your
Content Calendar
and Producing in
Bulk
Ch. 38 Exercise: Creating
Your Content
Calendar and
Production
Schedule
Ch. 40 Your Voice:
Plot Out Your
Newsletter
Content
Ch. 42 Exercise: Making
Your Own
Newsletter
Ch. 43 Recap: Consistent
Content

PHASE THREE

Copyright © 2021 Serhant Media Group, LLC. All rights reserved. 45

HOW TO BUILD YOUR PERSONAL BRAND | Exercise: Your LinkedIn Action Plan

CHAPTER 31

Exercise: Your LinkedIn PHASE ONE

Action
______ Plan
PHASE TWO
Ch. 26 Instagram
Strategy and
Execution
After viewing Chapter 30, take a few minutes to confirm your LinkedIn profile is Ch. 27 Exercise: Your
complete. This includes: Instagram Action
Plan

Name is correct and matches the name you use professionally Ch. 28 Facebook
Strategy and
Execution
Headline is complete
Ch. 29 Exercise: Your
Facebook Action
Job history is up to date and complete – up to 10-15 years of job history Plan
is satisfactory if you have it Ch. 30 LinkedIn
Strategy and
Education, licenses and certifications, and volunteer experience information Execution
are complete Ch. 31 Exercise: Your
LinkedIn Action
Profile photo is a high-quality headshot Plan
Ch. 32 TikTok
Banner photo is high-quality and consistent with your brand Strategy and
Execution
Ch. 33 Exercise: Your
Next, remember Tyler’s assignment: TikTok Action Plan

Connect with 10 thoughtfully selected users Every. Single. Day. Ch. 34 YouTube
Strategy and
Execution
Create a recurring calendar notice to remind yourself to complete this! To get you
Ch. 35 Exercise: Your
started, begin by reaching out to the following groups of people: YouTube Action
Plan
• Colleagues: Connect key people in your brokerage and your fellow agents. Ch. 36 Social Platform
Success Metrics
• Agents You’ve Done Deals With: Connect with people you’ve previously
Ch. 37 Planning Your
completed deals with, even if it’s been several years! Content Calendar
and Producing in
• Other Professional Contacts: Mortgage brokers, interior designers, Bulk
contractors, landscapers, the CEO of the local moving company – think broadly Ch. 38 Exercise: Creating
about the people you’ve worked with in the past in different business capacities. Your Content
Calendar and
Cast a wide net! Production
Schedule
• Former Classmates: If you know an old high school friend or college Ch. 40 Your Voice:
classmate is in your market, reach out! You never know if they may need a real Plot Out Your
Newsletter
estate agent. Content

• Neighbors/Community Members: Think of the people who are leaders Ch. 42 Exercise: Making
Your Own
in the community – the PTA president, the secretary of your neighborhood HOA, Newsletter
the manager at the local ballet studio – these are the people others trust, who Ch. 43 Recap: Consistent
interact with lots of community members, and who can potentially help build your Content
lead-generating network. PHASE THREE

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HOW TO BUILD YOUR PERSONAL BRAND | TikTok Strategy and Execution

CHAPTER 32

TikTok PHASE ONE

Strategy and __________ Execution PHASE TWO

Ch. 26 Instagram
Strategy and
Execution
Use the template below to take notes on key features, functionalities, and strategies for Ch. 27 Exercise: Your
maximizing your presence on TikTok. Instagram Action
Plan
Ch. 28 Facebook
OVERVIEW/DEMOGRAPHICS CONTENT/SURFACES Strategy and
Execution
Ch. 29 Exercise: Your
Facebook Action
Plan
Ch. 30 LinkedIn
Strategy and
Execution
Ch. 31 Exercise: Your
LinkedIn Action
Plan
Ch. 32 TikTok
Strategy and
Execution
Ch. 33 Exercise: Your
TikTok Action Plan
Ch. 34 YouTube
Strategy and
Execution
Ch. 35 Exercise: Your
YouTube Action
Plan
Ch. 36 Social Platform
KEY STRATEGIES/TAKEAWAYS Success Metrics
Ch. 37 Planning Your
Content Calendar
and Producing in
Bulk
Ch. 38 Exercise: Creating
Your Content
Calendar and
Production
Schedule
Ch. 40 Your Voice:
Plot Out Your
Newsletter
Content
Ch. 42 Exercise: Making
Your Own
Newsletter
Ch. 43 Recap: Consistent
Content

PHASE THREE

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HOW TO BUILD YOUR PERSONAL BRAND | Exercise: Your TikTok Action Plan

CHAPTER 33

Exercise: Your TikTok PHASE ONE

Action
______ Plan
PHASE TWO
Ch. 26 Instagram
Strategy and
Execution
It’s time to get creating! You have 30 minutes to create your first TikTok. Set a timer Ch. 27 Exercise: Your
and follow the plan below – most importantly, don’t be afraid to let go of your Instagram Action
Plan
fears and just have fun!
Ch. 28 Facebook
Strategy and
Execution
STEP 1 (5 MINUTES) – IDEATE: Ch. 29 Exercise: Your
Facebook Action
Take 5 minutes to brainstorm and write down a plan for what you are going to do. Plan
A quick home tour? A brief introduction video? A quick story about your most Ch. 30 LinkedIn
embarrassing real estate moment? The possibilities are endless! Strategy and
Execution
Ch. 31 Exercise: Your
LinkedIn Action
Plan
Ch. 32 TikTok
Strategy and
Execution
STEP 2 (15 MINUTES) – FILM:
Ch. 33 Exercise: Your
Action! Start filming – you can do this directly in the TikTok app. Just record TikTok Action Plan

on your smartphone and upload when you’re done. Ch. 34 YouTube

Strategy and
Execution
Don’t be a perfectionist – TikTok is all about authenticity, so now is
Ch. 35 Exercise: Your
not the time to stress about every detail YouTube Action
Plan
Be mindful of background noise and lighting – make sure you Ch. 36 Social Platform
can be seen and heard. Success Metrics
Ch. 37 Planning Your
Most importantly, HAVE FUN! Embrace the playfulness and Content Calendar
and Producing in
spontaneity of TikTok and let your personality shine. Bulk
Ch. 38 Exercise: Creating
Your Content
STEP 3 (10 MINUTES) – EDIT: Calendar and
Production
You can do this via the TikTok app or through any program built into your Schedule
device. If you’re totally new to this, play around! Experiment with text, music, Ch. 40 Your Voice:
and effects to communicate your message. Plot Out Your
Newsletter
Again, perfection is not the goal! Rome wasn’t built in a day, and neither Content

is your TikTok. Don’t go over the allotted time, and when you are ready to Ch. 42 Exercise: Making
Your Own
upload, be sure to include a few relevant hashtags. Newsletter

Then: Try again tomorrow. Play around on the app, see what other successful Ch. 43 Recap: Consistent
Content
real estate agents are doing, what videos are trending, and which different
styles generate engagement. Follow other agents whose accounts you love PHASE THREE
and look for creators whose style and voice you like. Use these for inspiration,
and most importantly, CREATE!

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HOW TO BUILD YOUR PERSONAL BRAND | YouTube Strategy and Execution

CHAPTER 34

YouTube PHASE ONE

Strategy and __________ Execution PHASE TWO

Ch. 26 Instagram
Strategy and
Execution
Use the template below to take notes on key features, functionalities, and strategies for Ch. 27 Exercise: Your
maximizing your presence on YouTube. Instagram Action
Plan
Ch. 28 Facebook
OVERVIEW/DEMOGRAPHICS CONTENT/SURFACES Strategy and
Execution
Ch. 29 Exercise: Your
Facebook Action
Plan
Ch. 30 LinkedIn
Strategy and
Execution
Ch. 31 Exercise: Your
LinkedIn Action
Plan
Ch. 32 TikTok
Strategy and
Execution
Ch. 33 Exercise: Your
TikTok Action Plan
Ch. 34 YouTube
Strategy and
Execution
Ch. 35 Exercise: Your
YouTube Action
Plan
Ch. 36 Social Platform
KEY STRATEGIES/TAKEAWAYS Success Metrics
Ch. 37 Planning Your
Content Calendar
and Producing in
Bulk
Ch. 38 Exercise: Creating
Your Content
Calendar and
Production
Schedule
Ch. 40 Your Voice:
Plot Out Your
Newsletter
Content
Ch. 42 Exercise: Making
Your Own
Newsletter
Ch. 43 Recap: Consistent
Content

PHASE THREE

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HOW TO BUILD YOUR PERSONAL BRAND | Exercise: Your YouTube Action Plan

CHAPTER 35

Exercise: Your YouTube PHASE ONE

Action
______ Plan
PHASE TWO
Ch. 26 Instagram
Strategy and
Execution
Your exercise for this chapter is to make sure your YouTube landing page is fully Ch. 27 Exercise: Your
optimized. That means: Instagram Action
Plan
Ch. 28 Facebook
1 Headshot and banner match existing branding* Strategy and
*(Remember, this is Ryan’s personal YouTube, so it’s aligned to his personal brand Execution
rather than the SERHANT. branding!) Ch. 29 Exercise: Your
Facebook Action
2 Plan
You’ve completed the “About” section. Include biographical
information, but also make sure it’s fun and engaging – don’t be Ch. 30 LinkedIn
Strategy and
afraid to show some personality! Execution

3 You’ve set up links to your other social accounts. Ch. 31 Exercise: Your
LinkedIn Action
Plan
4 If you have videos ready, they are uploaded and organized into
Ch. 32 TikTok
playlists as appropriate. Strategy and
Execution
For more advanced users: Ch. 33 Exercise: Your
TikTok Action Plan

• Set up a Thumbnail cover template using Canva, Photoshop, or a Ch. 34 YouTube

Strategy and
similar program. Execution
Ch. 35 Exercise: Your
YouTube Action
Plan
Ch. 36 Social Platform
3 Success Metrics
Ch. 37 Planning Your
Content Calendar
1 and Producing in
Bulk
Ch. 38 Exercise: Creating
4 2
Your Content
Calendar and
Production
Schedule
Ch. 40 Your Voice:
Plot Out Your
Newsletter
Content
Ch. 42 Exercise: Making
Your Own
Newsletter
Ch. 43 Recap: Consistent
Content

PHASE THREE

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HOW TO BUILD YOUR PERSONAL BRAND | Social Platform Success Metrics

CHAPTER 36

Social Platform _______ Metrics Success PHASE ONE

PHASE TWO
Having a social media content strategy is pointless if you don’t have a clear way of Ch. 26 Instagram
analyzing its effectiveness. Below we’ve compiled some basic KPIs – key performance Strategy and
Execution
indicators – that you should be monitoring. Use this information to help you assess
Ch. 27 Exercise: Your
whether your content is having the desired impact, and to make smart decision about Instagram Action
how to revise or change your strategies. Plan
Ch. 28 Facebook
REACH KEY PERFORMANCE INDICATORS (KPI’S) Strategy and
Execution
Reach is a measure of how many users come across your social channels and content. Ch. 29 Exercise: Your
Reach data shows your existing and potential audience, your audience growth over Facebook Action
Plan
time, and your overall brand awareness.
Ch. 30 LinkedIn
Strategy and
• Impressions: The number of times your post was visible in someone’s Execution
feed or timeline. This doesn’t necessarily mean the person who viewed the post
Ch. 31 Exercise: Your
noticed it or read it. LinkedIn Action
Plan
• Follower count: The number of followers your social channel has at a Ch. 32 TikTok
set time. Strategy and
Execution
• Audience growth rate: How follower count is changing over time. Ch. 33 Exercise: Your
TikTok Action Plan
• Reach: How many people have seen your post since it went live.
Ch. 34 YouTube
Strategy and
Execution
ENGAGEMENT KPI’S
Ch. 35 Exercise: Your
Engagement is a measure of the quality of interactions with your followers. YouTube Action
Plan

• Likes: The number of times followers interact with your social post by clicking Ch. 36 Social Platform
Success Metrics
the like button.
Ch. 37 Planning Your
• Comments: The number of times your followers comment on your posts. Content Calendar
and Producing in
Bulk
• Average engagement rate: All the engagement a post receives —
Ch. 38 Exercise: Creating
including likes, comments, saves and favorites — divided by the total number Your Content
of followers on your social channel. Calendar and
Production
Schedule
CONVERSION KPI’S Ch. 40 Your Voice:
Plot Out Your
Conversion KPIs measure how many social interactions turn into website visits, Newsletter
newsletter sign-ups, purchases or other desired actions. Content
Ch. 42 Exercise: Making
• Conversion rate: The number of users who perform the actions outlined in Your Own
Newsletter
your social media call to action (CTA).
Ch. 43 Recap: Consistent
Content
• Click-through rate (CTR): The percentage of people who viewed your
post and clicked on the CTA it included. PHASE THREE

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HOW TO BUILD YOUR PERSONAL BRAND | Social Platform Success Metrics

GOOD ENGAGEMENT RATE BENCHMARKS

Generally speaking, when you are starting out you should aim for a 10% engagement rate across the board.
However, as your reach and follower counts grow, refer to the following industry-standard benchmarks:

• TikTok: 3–9%
• Instagram: 4%
• LinkedIn: 2%

Facebook and YouTube are a bit more challenging to quantify in terms of engagement benchmarks because
Facebook content is typically only shown to people who “opt in” to following a given page, and YouTube
engagement relies mainly on viewership, which isn’t always easily discoverable.

However, it’s always good to look for trends:

Are your views, comments, and likes increasing or decreasing?

Which types of content get the most engagement – what is unique about that content?

What about follower count – what trends do you see there?

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HOW TO BUILD YOUR PERSONAL BRAND | Planning Your Content Calendar and Producing in Bulk

CHAPTER 37

Planning Your Content Calendar and Producing in Bulk

Below is a sample content calendar used by the SERHANT. social media team. It’s more in-depth than what you’ll create
since SERHANT. is active on all platforms, but use it for inspiration!

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HOW TO BUILD YOUR PERSONAL BRAND | Exercise: Creating Your Content Calendar and Production Schedule

CHAPTER 38

Exercise: Creating Your Content Calendar

and Production schedule
Use the blank calendar below to plan out your first month of content. Be sure to indicate to the type of content – video, photography, etc. – and specify which
platform you will be posting to. We also suggest color-coding according to content bucket – this is often a helpful visual to ensure your content is balanced!

SUNDAY MONDAY TUESDAY WEDNESDAY THURSDAY FRIDAY SATURDAY

CONTENT CATEGORIES: Real Estate Your “AND” Personal PLATFORMS: #1

#2
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HOW TO BUILD YOUR PERSONAL BRAND | Your Voice: Plot Out Your Newsletter Content

CHAPTER 40

Your Voice: Plot Out Your PHASE ONE

Newsletter
__________ Content
PHASE TWO
Ch. 26 Instagram
Strategy and
Execution
As discussed in the video lesson, there are three main types of newsletters: the Grab Ch. 27 Exercise: Your
Bag, the Digest, and the Market Update. While we will have you focus on using a Instagram Action
Plan
fourth bonus framework – the Beginner Framework – here’s a quick break down of
the three main types. Ch. 28 Facebook
Strategy and
Execution
Once you’ve mastered the beginner framework, consider leveling up to one of these: Ch. 29 Exercise: Your
Facebook Action
Plan
THE GRAB BAG
Ch. 30 LinkedIn
Framework Strategy and
Execution
• Intro Paragraph • Graphic Ch. 31 Exercise: Your
LinkedIn Action
• Special Feature 1 • Special Feature 3 Plan
Ch. 32 TikTok
• Special Feature 2 • Postscript Strategy and
Execution
Best for:
Ch. 33 Exercise: Your
A well-crafted variety of resources with a common theme. TikTok Action Plan
Ch. 34 YouTube
The value: Strategy and
Execution
Resources relevant to the special interests of your recipients, shareable, immediately Ch. 35 Exercise: Your
actionable, and provides a perspective they can only read from YOU. YouTube Action
Plan
Ch. 36 Social Platform
THE DIGEST Success Metrics

Framework Ch. 37 Planning Your

Content Calendar
and Producing in
• Intro Paragraph Bulk

• List of articles and/or resources Ch. 38 Exercise: Creating

Your Content
(usually related to your core brand themes) Calendar and
Production
• Branded close (optional) Schedule
Ch. 40 Your Voice:
Best for: Plot Out Your
Newsletter
A roundup of similarly delivered resources that are brand-communicative and timely, Content
or an email with a singular focus. Think: Buzzfeed lists, Google Search results. Ch. 42 Exercise: Making
Your Own
The value: Newsletter

Resources relevant to the special interests of your recipients. Think of yourself as your Ch. 43 Recap: Consistent
Content
readers’ special interest concierge.
PHASE THREE

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HOW TO BUILD YOUR PERSONAL BRAND | Your Voice: Plot Out Your Newsletter Content

THE MARKET UPDATE

Framework
• Intro Paragraph
• Properties for sale
Best for:
Targeted audiences! This should be delivered if you have the capability to segment and target the
appropriate audience.
The value:
Highly targeted resources for a service, product, or piece of information of specific interest to the recipient.
Think: Active listings for a client you know is currently on the market for a single-family in the suburbs.

GETTING STARTED: BEGINNER FRAMEWORK

The following framework is what we call the “Beginner Framework”– not because there’s anything “beginner”
about it, but because it’s a great place to start! On the following page, we’ve included our newsletter content
mind map, which you can use to help generate ideas for the different sections of your newsletter.

INTRODUCTION
Keep it very brief – 1 to 2 sentences – but friendly and engaging so it hooks your readers.

MAIN SECTION 1
Center yourself right away. Share a personal or business-related update, but nothing too heavy or detailed, and
nothing too real estate related – this is not the place to discuss a recent closing or new listing you just secured.
Possible topics include:
• How you and your family are spending the holidays
• A recent vacation or trip
• A great new restaurant you recently tried
• The addition of a new team member
• New art, landscaping, etc. at your office

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HOW TO BUILD YOUR PERSONAL BRAND | Your Voice: Plot Out Your Newsletter Content

MAIN SECTION 2
The section should be community-focused, and should be consistent for every edition of your newsletter.
Make sure to stay connected to your brand personality – i.e. your adjectives. Consult the newsletter
content mind map for ideas.

Possible topics include:

• Recommendations for family fun in the area – local pumpkin patches, favorite community
swimming pools, rainy day fun for kids, etc.
• Local business spotlights – what just opened, which stores have the spookiest Halloween
decorations, best date night spots, etc.
• Regional day trips – recommendations for great beach trips, amazing drives for enjoying fall
foliage, great historical sites, etc.

MAIN SECTION 3
Whatever you want!

Get creative here with something that will provide some value to your reader – but we recommended that
this connects to your “AND”!

• Favorite new cocktail recipe!

• Inspiring quotation!
• Book recommendation!

CALL TO ACTION (CTA)

This should be very brief and encourage your audience to engage or respond to you in some way.

This can be a quick link for something like the following:

• Search the MLS

• Receive a Market Analysis
• See the Lastest Listings in Your Zip Code

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HOW TO BUILD YOUR PERSONAL BRAND | Your Voice: Plot Out Your Newsletter Content

NEWSLETTER CONTENT MIND MAP

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HOW TO BUILD YOUR PERSONAL BRAND | Exercise: Making Your Own Newsletter

CHAPTER 42

Exercise: Making Your _____ Own PHASE ONE

PHASE TWO
Newsletter Ch. 26 Instagram
Strategy and
Execution
Use the following template to begin planning your first six months of newsletter content. Ch. 27 Exercise: Your
Instagram Action
Newsletter Start Date: Email Platform: Plan
Ch. 28 Facebook
Strategy and
MONTH: MONTH: MONTH: Execution
Ch. 29 Exercise: Your
Facebook Action
Theme: Theme: Theme: Plan
Ch. 30 LinkedIn
Strategy and
Execution

Topic: Topic: Topic: Ch. 31 Exercise: Your

LinkedIn Action
Plan
1. 1. 1. Ch. 32 TikTok
Strategy and
Execution

2. 2. 2. Ch. 33 Exercise: Your

TikTok Action Plan
Ch. 34 YouTube
Strategy and
3. 3. 3. Execution
Ch. 35 Exercise: Your
YouTube Action
Plan
Ch. 36 Social Platform
Success Metrics
MONTH: MONTH: MONTH: Ch. 37 Planning Your
Content Calendar
and Producing in
Bulk
Theme: Theme: Theme:
Ch. 38 Exercise: Creating
Your Content
Calendar and
Production
Schedule
Topic: Topic: Topic:
Ch. 40 Your Voice:
Plot Out Your
1. 1. 1. Newsletter
Content
Ch. 42 Exercise: Making
Your Own
2. 2. 2. Newsletter
Ch. 43 Recap: Consistent
Content
3. 3. 3.
PHASE THREE

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HOW TO BUILD YOUR PERSONAL BRAND | Recap: Consistent Content

CHAPTER 43

Recap: Consistent ________ Content PHASE ONE

PHASE TWO
Take a moment to pull together everything you’ve done in Phase Two: Consistent Ch. 26 Instagram
Content and set some concrete action steps and deadlines for yourself! Consult Strategy and
Execution
completed sectons of your workbook and corresponding chapters if you need help
Ch. 27 Exercise: Your
generating your action items. Instagram Action
Plan
Ch. 28 Facebook
Strategy and
SOCIAL PLATFORM #1 Execution
Ch. 29 Exercise: Your
• Action Items for Next 2 Weeks – Due By: Facebook Action
Plan
1.
Ch. 30 LinkedIn
Strategy and
2. Execution
Ch. 31 Exercise: Your
LinkedIn Action
3. Plan
Ch. 32 TikTok
Strategy and
Execution
SOCIAL PLATFORM #2 Ch. 33 Exercise: Your
TikTok Action Plan
• Action Items for Next 2 Weeks – Due By: Ch. 34 YouTube
Strategy and
1. Execution
Ch. 35 Exercise: Your
2. YouTube Action
Plan

3. Ch. 36 Social Platform

Success Metrics
Ch. 37 Planning Your
Content Calendar
and Producing in
NEWSLETTER EMAIL PLATFORM Bulk
Ch. 38 Exercise: Creating
TARGET DATE FOR FIRST NEWSLETTER Your Content
Calendar and
Production
• Action Items for Next 2 Weeks – Due By: Schedule

1. Ch. 40 Your Voice:

Plot Out Your
Newsletter
2. Content
Ch. 42 Exercise: Making
Your Own
3. Newsletter
Ch. 43 Recap: Consistent
Content

PHASE THREE

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 PHASE THREE:
SHOUT IT FROM THE
MOUNTAINTOP

Copyright © 2021 Serhant Media Group, LLC. All rights reserved.

HOW TO BUILD YOUR PERSONAL BRAND | Credibility: Start Building It Now

CHAPTER 48

Credibility: Start ________ It Now Building PHASE ONE

PHASE TWO
INDUSTRY COMMENTARY PHASE THREE
Use the following planning document to brainstorm blog posts to be published on your Ch. 48 Credibility: Start
Building It Now
LinkedIn page and shared across your other social platforms. First, list three topics you
Ch. 49 Coverage: Pitching
can speak to credibly and that connect to your AND. Second, determine what your to the Press
unique point of view (POV) on the topic is, and what data or research you can use to
Ch. 50 Coverage: Our
support your point of view. Then, list some related tips or advice you could include in Expert Strategies
your blog post. for Any Market

Ch. 53 Community:
Making Your AND
Actionable
TOPIC
(Describe and create a catchy title)

DATA/EVIDENCE
(link to list supporting
evidence)

UNIQUE POV
(What are you noticing?
Related predictions?)

TIPS/ADVICE
(How should readers apply this
knowledge? What action(s)
should people take based
on your POV?)

Possible Blog Post Topics Based on Your “AND”:

1.

2.

3.

Bonus Topic:

1.

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HOW TO BUILD YOUR PERSONAL BRAND | Credibility: Start Building It Now

Additionally: Identify a few key talking points related to your AND as well as current issues specific to your market. These
should be concise, relevant, and original ideas or opinions- the kind of things that generate and inspire conversation, and
of course – PRESS! Consider this brainstorm a starting point – you should continue to build out your talking points and revise
them as market conditions and insights evolve.

AND-RELATED TALKING POINTS MARKET-SPECIFIC TALKING POINTS

1. 1.

2. 2.

3. 3.

SPEAKING ENGAGEMENTS
Identify influential groups that may benefit from real estate insight – these can be local business groups, chambers of
commerce, regional planning and development councils, or even your local community center or PTA. List them below,
and add examples of any past or upcoming events that you might be a good match for. Even if the upcoming events
already have speakers, tracking this information will give you a sense of future events you might be considered for, or
the types of events you can proactively propose to the groups.

GROUP/ORGANIZATION NAME RELEVANT PAST/FUTURE EVENT

• •

• •

• •

• •

Copyright © 2021 Serhant Media Group, LLC. All rights reserved. 63

HOW TO BUILD YOUR PERSONAL BRAND | Credibility: Start Building It Now

Remember to FOLLOW THROUGH with these groups. Identify key issues that they care about and how you can
speak to those issues – then get started reaching out to them.

LOCAL AWARDS
Do some research into local business awards. Make note of ones that you may be eligible for now or that you can
work toward in the near future. Also keep track of past winners and any key information about them – this can help
give you a sense of what the awarding committees value and prioritize. Included below is one example from the St.
Louis Business Journal.

ENTRY REQUIREMENTS &

AWARD NAME PAST WINNERS
DEADLINE

•
•
• •
•
•

•
•
• •
•
•

•
•
• •
•
•

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 HOW TO BUILD YOUR PERSONAL BRAND | Coverage: Pitching to the Press

CHAPTER 49

Coverage: Pitching to the _____ Press PHASE ONE

PHASE TWO
Below you will find several examples of the types of coverage Ryan has earned PHASE THREE
through the years. As you can see, these are all closely aligned with his adjectives – Ch. 48 Credibility: Start
SUCCESSFUL, LIMITLESS, POLISHED. Building It Now
Ch. 49 Coverage: Pitching
to the Press
Ch. 50 Coverage: Our
Expert Strategies
for Any Market
Ch. 53 Community:
Making Your AND
Actionable

July 30, 2014

December 22, 2017

December 04, 2019

September 15, 2020

Copyright © 2021 Serhant Media Group, LLC. All rights reserved. 65

HOW TO BUILD YOUR PERSONAL BRAND | Coverage: Our Expert Strategies for Any Market

CHAPTER 50

Coverage: Our Expert _________ Strategies PHASE ONE

PHASE TWO
for Any Market PHASE THREE
Ch. 48 Credibility: Start
Building It Now
The first step in applying press-generating strategies is setting a specific goal related to
your coverage. Make it something you can achieve within the next 12 months, and that Ch. 49 Coverage: Pitching
to the Press
is reasonable and realistic. Some examples include:
Ch. 50 Coverage: Our
Expert Strategies
• One piece of print coverage and one TV segment for Any Market
Ch. 53 Community:
• Quoted twice as a buying/selling expert in your market Making Your AND
Actionable
• Feature coverage in a local business journal

MY PRESS COVERAGE GOAL

Once you have your goal set, you can get started with our press coverage ABCs:

A – Assemble a Press Kit

B – Build a Media List and Template
C – Communicate

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HOW TO BUILD YOUR PERSONAL BRAND | Coverage: Our Expert Strategies for Any Market

A – ASSEMBLE A PRESS KIT

The key parts of a press kit are:

• Your Biography
Include an up-to-date headshot that matches your social media headshot
Cite any awards or honors you have received
Include keys areas of expertise

• Your Company Profile

Include information about your brokerage, your team, or your individual business
Cite any awards or honors your brokerage or team has received that are relevant or
connected to your work

• Thought Leadership
Add links to any past press you have received, or links to blog posts that highlight
your original thought leadership

B – BUILD A MEDIA LIST

Use the template on the next page template to create your media list. Remember, these should be
local reporters or journalists who cover real estate or real estate–related topics in your market.

Copyright © 2021 Serhant Media Group, LLC. All rights reserved. 67

HOW TO BUILD YOUR PERSONAL BRAND | Coverage: Our Expert Strategies for Any Market

EMAIL & SOCIAL MEDIA RECENT & RELEVANT PROPOSED TOPIC/POV

MEDIA OUTLET NAME JOURNALIST
HANDLE(S) STORIES TO PITCH

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HOW TO BUILD YOUR PERSONAL BRAND | Coverage: Our Expert Strategies for Any Market

C – COMMUNICATE
Below are two examples to help get you started on your own pitch letter. Remember: while the purpose of this
letter is to introduce yourself as an expert, this letter is ultimately not about you, but about your areas of
knowledge: What insights can you provide on the local market? What new trend are you noticing, and
what your unique point of view?

Your pitch note should be customized, credible, relevant, and timely – and be sure to keep it concise! Journalists
are busy, and most don’t have the time to read beyond a few short paragraphs.

Example 1:

Hi [Journalist],

I’m reaching out because I’ve seen a lot of recent news stories about [specific topic]. As a real estate agent
well-versed in the local market, I thought I’d share a few insights.

[One or two sentences of compelling, specific information – “I have done multiple transactions with
families relocating to the area from large cities – one of the top requests they have is a fenced-in yard for all the
pandemic puppies they recently adopted. I’ve found that properties with fenced-in yards regularly sell for 10-15%
more than comparable ones without.”]

While this might not be surprising to you, many sellers don’t realize that this small investment can yield big returns.

I’ve compiled data around other similar surprising trends – even though it’s a seller’s market, you’d be surprised at
the number of easy upgrades sellers can make that lead to big returns for people who are transitioning from city to
small-town life.

Would you be interested in using some of my findings in an upcoming news segment?

Thanks,
Jane Smith

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HOW TO BUILD YOUR PERSONAL BRAND | Coverage: Our Expert Strategies for Any Market

Example 2:

My name is _________________________ and I’m a local real estate agent with [Brokerage Name].

I’m reaching out to see if you might be interested in doing a story about a local homeowner I recently worked
with. After helping them purchase a new home and learning their desired renovations would take more than 18
months, they reached out to me to help find a speedier alternative.

[One or two sentences about your unique insight or POV that may be of interest – “As you
know, supply chain issues are causing delays for people looking to remodel or renovate their homes. However
there are many alternatives to a full renovation that can refresh homes and add value for those looking to sell their
home. I helped this homeowner make a handful of small changes that made meaningful improvements without
breaking the bank.”]

You can find some before and after pictures as well as a breakdown of the changes we made, in a recent blog
post on my LinkedIn page [be sure to insert link].

Please let me know if you’d be interested in doing a story on this!

Sincerely,
John Agent

RYANSERHANT.COM/SELLITLIKESERHANT | COURSES@RYANSERHANT.COM 70
HOW TO BUILD YOUR PERSONAL BRAND | Community: Making Your AND Actionable

CHAPTER 53

Community: Making Your ______ AND PHASE ONE

PHASE TWO
Actionable PHASE THREE
Ch. 48 Credibility: Start
Building It Now
Take some time to brainstorm ways to get involved in your greater community. Use the
chart below to organize your planning and research – start by listing a few non-real estate Ch. 49 Coverage: Pitching
to the Press
related passions, especially those connected to your “AND.” Then, find organizations that
Ch. 50 Coverage: Our
relate to your “AND” that might provide meaningful engagement or volunteer activities. Expert Strategies
Visit their websites or social media, follow them, and make note of specific opportunities for Any Market
they offer to get involved. Ch. 53 Community:
Making Your AND
Actionable
Remember: Make the commitment to yourself and community to get involved in something
meaningful within the next month!

VOLUNTEER, AFFINITY,
NON-REAL ESTATE ENGAGEMENT
AND/OR RELATED
PASSION OPPORTUNITIES
COMMUNITY GROUPS

Copyright © 2021 Serhant Media Group, LLC. All rights reserved. 71

 CONGRATULATIONS!
You now have the most effective lead generation
tool in the world – a powerful personal brand.
You built it by defining your core identity, by creating consistent content across social
media platforms, and by amplifying yourself through third-party validation.

As you know, the work doesn’t end here. Your brand is a living, evolving entity – something
you consistently revisit and adjust based on your growth and goals.

And, we are here to support you. Join the Sell it Like Serhant Sales Community – a vibrant,
collaborative space for ambitious professionals like yourself to connect in meaningful
ways. If you’re already a member, you have the entire membership in your corner.

Then, if you’re ready to take your brand to the next level, consider our Pro Membership,
where we do this brand work for you. You’ll be paired with your very own SERHANT.
Brand Strategist and Capstone Agent who will accelerate your brand and business in
ways you never thought possible.

For more information on our Pro Program, visit www.ryanserhant.com/sellitlikeserhant

or email pro@ryanserhant.com to learn how we can help you achieve your Limitless Livelihood.