Farming for FSBOsyour photo taken by a professional photographer, notat a
local grocery chain store. Those photos are used for pass-
ports, not real estate agents. Make sure it’s a photo that
looks like you and is from a real photographer. It may cost
a bit more but it will be worth it in the long run.
Your Slogan
Think long and hard about this one. Your slogan will
be used in all of your advertising from the time you create
it until the time you retire from real estate (hopefully,
that’s a long time from now). Your slogan should be short
but powerful. It doesn’t necessarily have to rhyme with
your name, like in this example: “Howard Gold—Every-
thing I touch turns to SOLD.” Although tying in your full
name with your slogan is a good idea, you can also ex-
plore other options for slogans that only use one part of
your name.
I decided to go with a slogan that builds my character,
since I am younger than the average agent in the industry.
My slogan is: “John Maloof—A Name You Can Trust.” I
wanted my first and last name in the slogan because I have
a somewhat uncommon last name, and it seems to stick.
The idea is to get people used to your name or your slo-
gan. Whatever you put more weight on, just make it some-
thing you will not have to change in the future. If you sell
residential real estate now but may get into commercial
property in the future, don’t make a slogan that focuses on
residential property. Keep it basic so if you change your
specialty, you can carry the same slogan. Lastly, keep your