How a Black Sheep Transformed His Personal Brand into a Successful Brokerage

When Peter Lorimer first entered the real estate industry, didn't fit into the stuffy corporate formality of his brokerage. That doesn't mean he didn't try--at first.

"I hated it," he says in the video interview above. The former record producer and DJ eventually told his wife that he wanted to quit working at his current firm to start his own. "The moment I did that, everything took off massively."

Lorimer's Los Angeles based brokerage, PLG Estates, features the rebellious and creative vibe that he himself embodies--informal, but hip, and always in the know. In this video, Realtor Sam DeBianchi talks to Lorimer about how he used his personal brand to transform his firm into a successful company, and the tools and techniques he used along the way.

Part of that success came with, again, breaking with tradition. Lorimer says that shiny brochures don't sell houses. "What sells houses is exposure," he says, "and there's no better exposure than social media." He estimates that 70 percent of his company's clients are aware of what they're doing on social media.

Giving away informative content is another trick Lorimer uses. He creates videos on everything from market trends to information on escrow and contingencies. This not only draws in customers, but it attracts agents that fit his brokerage's vibe to the firm.

For more on how Lorimer built his company with his personal brand, watch the video above.