6 Tips for Real Estate Agents to Build a Personal Brand

  • Mar 10, 2021

The real estate industry has only grown more competitive in recent years. These days, it's no longer enough just to put up a few flyers in your neighborhood or rely on word-of-mouth recommendations from a few clients. To truly stand out from the competition, you'll need to do more. That's why successful real estate agents invest in building a personal brand. Personal branding gives your business an identity - something unique, recognizable, and attractive to potential clients. Want to know the best part? With the right tools and strategies, it's not even that hard!

Why should real estate agents build a personal brand?

Your personal brand is how you define yourself for potential customers. Are you trustworthy? Hardworking? Experienced? Dedicated? Whatever you choose as your brand is how potential customers will see you even before meeting you or using your services. This personal image helps you stand out from the crowd and distinguishes you from other real estate agents.


Woman in an office

Instead of looking for customers, build a personal brand and customers will look for you. 

The best ways for real estate agents to build a personal brand

Unlike marketing or advertising, branding is about your business as a whole. It permeates everything you do: it's the values your business is founded on, how you treat your customers, and what your goals are for the future. So when you're building a personal brand, you'll have a lot to consider. Whenever you're faced with such a complex task, winging it is not the way to go. If you want to achieve your goals of establishing a personal brand as a real estate agent, you should take the time to develop a strategy instead. Here are the six things you should focus on:

#1: Identify your target audience

While your personal brand is about you, it's not for you. Your customers are the ones who need to see it. To ensure that your brand is attracting the right kind of customer, you must first know who you're targeting. Think about your customers' age, where they're from, what they need, and what they like.


couple sitting on a sofa

Picture your ideal customer - who are they and what do they want to see from you?

Teenagers are unlikely to be buying homes, for example; there's no reason why your brand should appeal to them. But if you're selling in a city, you'll probably get many millennials. If you're operating in the suburbs, on the other hand, you're far more likely to be dealing with families and retirees. Find out who your typical client is, and develop a brand that will appeal to that demographic. Stress the things about your business that your typical customer will like: affordability will attract younger clients, while families will be more drawn to someone dependable. It's all about knowing who you're selling yourself to.

#2: Make it personal

It's hard to form an attachment to a faceless business or even a value it represents. Instead, what people respond to most are personal stories. So infuse your brand with as much of your personality as you can. Include photos of yourself on your website and in your ads, tell people how and why you started your business, and explain what you like about your work. People will be attracted to your passion.

#3: Create a consistent image and message

Being consistent is very important in branding. If you try to put too many different things in your brand, you will seem contradictory. People won't know what you stand for and what represents you, defeating the purpose of branding. What you need is a recognizable image and a clear message. Start with a logo that you will use on your website, social media, promotional materials, even office doors. Make the colors in the logo your signature colors. Come up with a slogan that you'll use with it. And above all, don't go against your brand. If affordability is your brand, for example, then you shouldn't insist on a high commission.

#4: Focus on what makes you different

In order to stand out, you need to offer something unique. Any real estate agent can help with the sale or purchase of a property, so why are you better than the others? There are two ways you can go about this: you can be a specialist in a particular niche, or you can offer additional services.

If you choose to specialize, you need to select an area in which you excel. You can become an expert on luxury homes, for example, or focus on commercial real estate. Having a specialty limits your competition and makes it easier to rise to the top. However, it also limits your pool of customers.

If you opt to offer things others don't, don't worry - you don't have to become an expert in a completely different industry. Instead, you can partner with other businesses to everyone's benefit. Think about what your clients may need. If they're selling or buying a house, they're probably moving. In that case, they could use relocation professionals that coordinate the process, a cleaning company that will prepare their new home for their arrival, maybe even a general contractor who'll help them remodel the areas that are not entirely to their liking. By having a business partner to refer them to, you're providing them with an additional service. Your clients will be happy, your business partners will profit, and you'll have something to offer that other real estate agents don't.

#5: Expand your presence online and offline

Your brand is only valuable if it's visible. And these days, if you want to reach as many people as possible, you'll go online. The COVID-19 pandemic has only increased our reliance on the internet, so the digital aspect of business is unlikely to go away. But you can use that in your favor. Create an eye-catching website that will attract clients. Post search engine optimized content that will help you rise in rankings on Google's search results. Run digital marketing campaigns to get the word out there about your brand. All this will help you reach more people with your message.


Laptop open to a page that says

An online presence is necessary in the digital age.

However, you shouldn't rely on your online presence alone. In fact, in-person networking is vital for your brand. The people in your community are the most likely to use your services, so you want them to get to know you. Ensure that you and your business are a part of the local community by participating in local events, mingling with the residents, and partnering with local businesses. Of course, when it becomes safe to do so.

#6: Use social media

One of the key aspects of building a brand online these days is social media. Having a business profile on Instagram or Facebook will allow you to reach vast numbers of potential clients. Yet, your interactions with them will still feel personal due to the nature of social media platforms. This is why social media is such a great way to build your personal brand. And let's face it - everybody uses social media these days, including your competition. You don't want to fall behind!

Real estate agents should develop their personal brand as needed

While it's vital for real estate agents to maintain a consistent personal brand, you should not be so rigid as to stifle the natural evolution of your image. Sometimes, the circumstances of your business change. Maybe you've expanded and now cover more than your original niche, or perhaps you've added certain services to your portfolio. You should find ways to work these changes into your brand in a way that keeps the core of your brand intact but lets it evolve. You should also not stick stubbornly to a particular brand if it's not working. Keep track of how successful your brand is in attracting and retaining clients. If you notice that you're not benefitting from your current brand, you can always rebrand - it's not easy, but it'll be worth the effort.