You may know Barbara Corcoran from ABC’s SHARK TANK but her path to success in real estate is fascinating. She started her business, the Corcoran Group, with a $1000 loan. She later sold the business for $66 million (66 is her lucky number).
She’s amazing in real estate but if you learn more about her you discover she’s actually a marketing genius. On NPR’s podcast, How I Built This with Guy Raz she talks about what she does with her very first commission check—she bought a new coat!
Here’s what she said on the podcast with Guy Raz,
“I did the smartest thing in the world. I cashed that commission check and I ran right over to Bergdorf Goodman and I blew it on a new coat. It was the smartest thing I could have done because I dressed like a poor kid from Edgewater. I just looked not the part. But I bought the fanciest damn coat. It was brown and white herringbone with real pearl buttons and real fur. I wore that coat for the next three years. It was the smartest thing I could have done with the money because in it I felt so powerful.”
I love that story. Simply looking the part is a very powerful marketing tool. I always tell my clients if you want to sell a $100,000 client, then you need to look as if you’ve already landed many of them. You start here and work backwards to discover how to present yourself in an authentic way that will help you effortlessly close sales.
If you’re interested in the entire podcast I mentioned above you can find it here.
More often than not, each piece of your brand image was created when you needed it, but not altogether in a strategic fashion. Your image may look fine, but does fine help you grow?
Eventually as you scale, your image foundation cracks, and the way your business presents itself no longer helps propel growth – costing you time and money to fix.
When you unlock your brand power, you get to pick and choose how people perceive you and your brand.
Our Image Mastery System™ takes the 5 key brand components that you already have and ties them together in a way that amplifies your results and achieves your vision.
