Marketing & Branding

Building a personal brand as a real estate agent – A simple guide

A note from the writer

Hello! Riley VanderKaay here. As a real estate agent, you are the case study for a solopreneur. You are selling yourself, your abilities, your service, and the most expensive thing someone will probably ever buy or sell in their life… Sounds nuts when you really think about it right? Read this blog and put these steps into action.

The art of brand

As a real estate agent, your personal brand is a key part of your success. A strong personal brand can differentiate you from your competitors, attract the right clients, and build trust and credibility in your local market. Here are some tips on how to grow your personal brand as a real estate agent in 2023:

1. Define your brand

Before you start building your personal brand, it’s important to have a clear understanding of what makes you unique and what value you offer to your clients. Take some time to define your brand values, mission, and target audience. This will help you create a consistent and authentic brand message that resonates with your clients.

For example, you might want to position yourself as a luxury real estate agent who specializes in high-end properties. Your brand values might include professionalism, attention to detail, and exceptional customer service. Your target audience might be wealthy buyers and sellers who value these qualities in an agent.

Once you have defined your brand, make sure to consistently communicate your message across all your marketing channels. This includes your website, social media profiles, business cards, and any other materials that represent your brand. this consistency speaks to everything from colors in branding to frequency of posts and updates to content.

2. Create a professional online presence

In the digital age, having a strong online presence is crucial for personal branding. Make sure you have a professional website and social media profiles that showcase your listings, highlight your achievements, and provide valuable information to your clients.

On social media, it’s important to be active and engage with your followers. Share interesting and relevant content, such as industry news, local events, and tips for buyers and sellers. Use social media to humanize your brand and show your personality.

Major key to website presence

Your website should include information about your background, experience, and areas of expertise. It should also include high-quality photos and videos of your listings, as well as testimonials from satisfied clients.

One of the most valuable things you can do is invest in a well branded website with an IDX feed connected to a CRM. One of the biggest roadblocks for realtors in todays world is Zillow,, and the like. They are literally nothing more than a website with an IDX feed of available homes. Now, you have access to the exact same thing for yourself. Stop spending money to increase their brand and instead spend money to increase yours.

3. Engage with your audience

Building a personal brand is not just about self-promotion; it’s also about engaging with your audience and building relationships. Use social media, blogs, and other online platforms to share valuable content, interact with your followers, and listen to their feedback.

For example, you might write a blog about the local real estate market, offer tips for homeowners, or share insights about the buying and selling process. This not only helps to establish your expertise, but also helps to build trust and credibility with your audience.

In addition to sharing content, make sure to respond to comments and messages from your followers. This helps to create a sense of community and shows that you value their input. This is a major piece of success on social platforms. Let your community know you are listening to them.

4. Network and collaborate

Building relationships with other professionals in the industry can be a great way to grow your personal brand. Consider joining local business organizations, attending industry events, joining/holding digital events such as webinars, and collaborating with other agents on projects. There are 3 reasons why this is important.


1. Creating strategic partnerships is one of the best ways to create high converting bottom of funnel leads


2. Create a well known name and brand in the community through word of mouth


3. Generate a huge amount of content that can be posted on social media

Networking allows you to exchange ideas, learn from others, and build relationships that can lead to referrals and business opportunities. It also helps to establish you as a thought leader in the industry and can lead to media opportunities, such as speaking engagements or interviews.

Collaborating with other agents can also be a great way to grow your personal brand. For example, you might co-host a seminar for first-time buyers, or partner with a local home staging company to offer a package deal to your clients. Collaboration allows you to reach a wider audience and can lead to new opportunities for both parties.

5. Be consistent

Consistency is key to building a strong personal brand. Make sure your branding elements (such as your logo, color scheme, and messaging) are consistent across all your online and offline channels. This will help create a cohesive and professional image for your brand.

It’s also important to be consistent in your interactions with clients and colleagues. Make sure to follow through on your commitments, maintain a professional demeanor, and provide exceptional customer service. These actions will help to strengthen your personal brand and build trust with your audience.

In addition to being consistent with your branding and interactions, it’s also important to be consistent with your content and messaging. Choose a few key areas of focus and stick with them. For example, you might decide to focus on educating first-time buyers, or building a reputation as a luxury real estate agent. Whatever your focus, make sure to consistently deliver valuable content that aligns with your brand message.

By following these tips, you can grow your personal brand as a real estate agent and stand out in a competitive industry. It takes time and effort to build a strong personal brand, but the long-term benefits are well worth it. With a clear brand message, a professional online presence, and a consistent approach, you can establish yourself as an expert in your field and attract the right clients.

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