Having a clearly defined brand, and consistently communicating that brand, is what every real estate agent needs to be successful. To do that, as Taylor Johnson client Jameson Sotheby’s International Realty explained to Chicago Agent, you need a narrowly defined marketing campaign to build that brand – not the brokerage’s – that adheres to essential criteria including reach, goals and budget.

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Jim Miller is managing broker of Jameson Sotheby’s International Realty.