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

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.

DOn't forget to share this post!
The speculo group

Subscribe via Email

Benefits of digital marketing in real estate

Marketing & Branding

Benefits of digital marketing in real estate

A note from the writer

Hello! Riley VanderKaay here. To be honest with you, I could EASILY make this blog 100,000 words. Don’t worry, I wont do that! However, it shows just how beneficial digital marketing is for realtors. Instead of reading this, start reading the blog! 

Digital marketing as a real estate agent

Digital marketing has revolutionized the way real estate professionals do business. Gone are the days of relying solely on traditional marketing methods such as print ads, billboards, and open houses. Nowadays, real estate professionals must have an online presence in order to reach a wider audience and stay competitive.

But why is digital marketing so important for the future of real estate? Here are just a few reasons:

1. Increased reach

The opportunities for a video to get 10,000 views in hours has never been greater. Platforms like Tiktok, Instagram, and YouTube are giving the creator (you) an opportunity to reach millions of viewers nation wide and thousands locally like never before. A report published by Pew Research Center in 2021 shows that around 69% of adults in the united states use social media. This statistic shows that your potential clients are on these platforms! Posting consistent video content on these platforms will allow you brand exposure and awareness to reach astronomical levels!!

2. Interest based targeting

We are now in the world of interest based targeting. This means that instead of algorithms connecting content with viewers based on general demographic information (age, marital status, income level, etc.), they are now able to effectively track content that users are interested in and give them more content like it. The result of this is finding your desired end user MUCH faster and building a community. 

3. Cost effective

Traditional marketing methods can be expensive, especially for small real estate businesses. Digital marketing, on the other hand, allows you to reach a larger audience at a fraction of the cost of traditional methods.

4. Measurable and transparent ROI

Digital marketing allows you to track the success of your campaigns in real-time. This means you can see how many people are visiting your website, how long they are staying, and which pages they are visiting. This information can help you make data-driven decisions about your marketing efforts.

5. Increased Credibility

In today’s digital age, having a strong online presence is crucial for building credibility. When potential clients search for you online and find a well-designed website with valuable information, they are more likely to trust you as a professional.

Now that we've covered some of the general benefits of digital marketing in real estate, let's look at some specific statistics:

– 92% of home buyers use the internet to search for properties (National Association of Realtors)

– 48% of home buyers first learned about the home they purchased online (National Association of Realtors)

– Homes listed on Zillow with professional photos sell for $11,000 more on average (Zillow)

– 72% of homeowners would consider hiring a real estate agent who offers 3D home tours (The National Association of Realtors)

– 80% of internet users have used the internet to search for a real estate professional (The National Association of Realtors)

These statistics show the importance of having a strong online presence in the real estate industry. If you’re not utilizing digital marketing to its full potential, you could be missing out on a significant number of potential clients.

Speed to market

Another advantage of digital marketing is the ability to easily update and change your marketing efforts. We have all heard about how important speed to lead is, right? Imagine if all your leads were so dedicated to work with you that they would wait in line… We create that through speed to market. With traditional methods, making changes can be time-consuming and costly. However, with digital marketing, you can quickly make changes to your website or social media accounts, allowing you to stay current and relevant. These platforms, the trends, and even the consumers themselves are changing at an exponential rate and the agility within the digital world is quickly starting to prove that it is truly the way of the future if you want to be a successful agent.

What is coming down the pipeline?

Now for a taste of the future… Have you ever considered using virtual reality (VR) in your digital marketing efforts? While it may seem like something out of a science fiction movie, VR is becoming increasingly popular in the real estate industry. With VR, potential buyers can tour a property as if they were actually there, without having to physically visit the location. This can save time and money for both the buyer and the seller. We have a blog on this coming out soon…

Your 'Digital Database'

If you are a client of The Speculo Group, you know how much we talk about your digital database. Ask yourself, where did the majority of your business come from last year? I’d bet the answer was sphere and referrals!! Why? These leads close almost every time because they know, like, and trust you, or someone who does. It is quick and easy to build a connection and more importantly, build trust. 


One of the main downfalls of most lead generation companies is they play the game of quantity. This means their goal is to get as many leads as possible without paying much attention to the stage of the funnel that lead is in. It would be like running down the sidewalk, throwing $5 dollars at everyone you see and saying “do you want to buy or sell a house with me?!?!?”.


In reality, that lead just isn’t familiar enough with you to trust you with selling their largest asset or buying the most expensive thing they will ever purchase. One effective way around this is to build trust with a series of consistent social media videos so that person can build familiarity with you on a consistent basis. Once they are ready, they know what you look like, sound like, and what value you can bring them. In other words, lead generation on auto pilot. NAR shows that 74% of home buyers and sellers go with the first agent they interview. Be there for your community and they will choose you!

Organic traffic to your content

One specific aspect of digital marketing that has become increasingly important in the real estate industry is search engine optimization (SEO). SEO is the process of optimizing your website and online content in order to rank higher in search engine results. This is important because the higher your website ranks, the more likely it is that potential clients will see it. Not only is SEO important for search engines like Google, but it is becoming increasingly imperative on platforms like YouTube and Tiktok. Trends show there is an increasing number of consumers searching on these platforms for information because they prefer learning through video.

There are a few key factors to consider when it comes to SEO for real estate. First, it’s important to have high-quality, relevant content on your website. This includes information about the properties you are selling, as well as local market trends and useful resources for potential buyers and sellers. BIG TIP: Create pages for each community/city that you serve and focus heavily on SEO to grow organic traffic based on unique locations.

Digital strategic partners

In addition to on-page SEO, it’s also important to have high-quality backlinks pointing to your website. Backlinks are links from other websites that point to your website. These backlinks serve as “votes” for your website, and the more high-quality backlinks you have, the more likely it is that your website will rank higher in search engine results. In other words, create strategic partnerships on the internet the same way you do with referral sources in real life!

Value first email marketing

Another aspect of digital marketing that is particularly useful for real estate is email marketing. By collecting email addresses from potential clients, you can send them updates about new properties, market trends, and other valuable information. Email marketing allows for a more targeted approach to marketing, as you can segment your email list and send specific messages to different groups of people based on their interests and needs.

In conclusion, digital marketing offers a wide range of benefits for real estate professionals. From increased reach and interest based targeted advertising to cost effectiveness and measurable results, digital marketing allows you to connect with potential clients in a way that traditional marketing methods simply can’t. And with the added ability for personalized communication, easy updates, and the opportunity to showcase your brand and properties, there’s no reason not to incorporate digital marketing into your business strategy.

DOn't forget to share this post!
The speculo group

Subscribe via Email

Social media marketing tips for real estate agents

Marketing & Branding

Social media marketing tips for real estate agents

A note from the writer

Hello! Riley VanderKaay here. I am a co-founder of The Speculo Group and a true lover of the creative world of Marketing & Advertising. I am sure you have stumbled upon this content due to your interest in utilizing social media for your real estate business. It is truly an outstanding strategy to grow your influence and position. In this post I have narrowed down my top 10 tips for real estate agents looking to embark on the journey of social media!

1. Identify your target audience

Before you start posting on social media, it’s important to understand who your target audience is. Are you targeting first-time homebuyers, families with children, or retirees looking to downsize? Understanding your audience will help you create content that resonates with them and effectively market your real estate services. According to a study by the National Association of Realtors, 87% of homebuyers use the internet to search for homes, so it’s important to have a strong online presence to reach potential clients. The beauty of your serviceable market is that is everyone!! Finding your community and audience has never been easier, it just takes you making making the choice to take advantage.

2. Focus on video!!!!!!!

Video is a powerful tool for real estate agents looking to enhance their personal brand on social media. By using video, agents can introduce themselves to potential clients, showcase their knowledge and expertise, and build trust and personal connections. As a realtor, you are selling 3 things… First, the product (home). Second, your abilities and skills to achieve the desired outcome. Third, YOURSELF! Video is particularly valuable in the real estate industry, where trust and relationships are key to an agents success. A study by Wyzowl found that 90% of consumers say that video helps them make buying decisions both on homes and realtors to work with, making it a crucial marketing asset for real estate agents. By using video effectively on social media, agents can differentiate themselves from their competition and effectively communicate their brand identity to potential clients. 

3. Utilize hashtags

Hashtags are a great way to reach a wider audience and make it easier for people to find your content. When it comes to real estate, popular hashtags include #realestate, #homeforsale, #justlisted, or #{yourlocation}realestate. By using relevant hashtags, you can increase the visibility of your posts and connect with potential clients. According to a survey by Hootsuite, posts with at least one hashtag average 12.6% more engagement than those without. The optimal number of hashtags is 3-4 that are relevant to what you do and your location.

4. Create sharable and savable content

In my opinion, this is the most important tip on this list. A trend we are seeing in social for 2023 is a connection. The oversaturated world of video content has left people with a lack in deep connections with the creators. Therefore, In addition to showcasing listings, it’s important to provide value to your followers by sharing informative content. The goal of this content is to provide knowledge and value to the viewer that results in saves for their purposes or shares to friends and family. This could include tips on home staging, the benefits of homeownership, local market trends, top 5 local breweries, stories, motivational & inspirational content, and so much more! Providing valuable content can help establish you as an expert in your field and build trust with your audience According to a study by Social Media Today, 59% of social media users follow small businesses for content that is informative or educational. By sharing informative content, you can attract and engage potential clients.

5. Use social media advertising

While organic reach on social media can be limited, advertising on platforms such as Tiktok, YouTube and Instagram can help you reach a larger audience. By utilizing strategies around broad targeting and organic optimization, you can effectively market your real estate services to potential clients and provide trackable ROI. According to a survey by the National Association of Realtors, 44% of real estate professionals found social media advertising to be effective in generating leads and brand awareness. In addition, a study by Hootsuite found that Instagram has the highest engagement rate of any social media platform, making it a great option for real estate professionals.

6. Engage with your audience

Social media is a two-way communication platform, so it’s important to actively engage with your followers. This could include responding to comments and messages, liking and commenting on other users’ posts, and asking for feedback. Engaging with your audience can help build a community around your brand and establish you as a thought leader in your field. According to a study by Sprout Social, responding to social media messages within an hour can lead to a 20% increase in customer satisfaction.

7. Create a website/landing page

While it’s amazing to promote yourself and your services as a real estate agent on social, your viewers need a place to go to do more research. Social media is a wonderful place to build awareness and share who you are, but once you have someone interested, they are ready to get serious about learning about you and a website is a perfect place for that info to be! This allows you to create a professional online presence and makes it easier for potential clients to learn more about your business and contact you. According to a survey conducted by the National Association of Realtors, 77% of home buyers used the internet to search for a home in 2020, while only 8% used print newspaper advertisements and 6% used a real estate agent’s yard sign. This shows the importance of having a strong online presence, including a website, for real estate agents in order to reach a large percentage of potential clients. Then we can get into retargeting…

8. Utilize Instagram Stories

In addition to posting on your main feed, Instagram Stories can be a great way to showcase your listings and give your audience a behind-the-scenes look at your business. Instagram Stories only last for 24 hours, so they can help create a sense of urgency and encourage potential buyers to take action. According to a study by Hootsuite, one-third of the most viewed stories on Instagram are from businesses, and including a call to action in your Instagram Story can increase conversions by up to 50%. What this statistic shows is that its okay to make a request to your viewers as long as your call to action is appropriate and soft enough that it doesn’t lose the trust you have built. I would suggest something like, “if you are interested in learning more, click the link below!” or “if you are considering selling (or buying), you know I am here to help. When you start having questions, reach out to me and I look forward to potentially being your realtor!”

9. Collaborate with other local business

Collaborating with other local businesses, such as home design stores or moving companies, can help expose your brand to a new audience and establish you as a part of the community. This can also lead to potential referral opportunities. A study by Nielsen found that 92% of consumers trust recommendations from friends and family, so collaborating with other businesses can help you tap into that trust and reach a new audience. Strategic partnerships and high value networks are HUGE to your success as an agent and social is a great place to grow awareness of those trusted partnerships and networks that you are a part of.

10. Regularly review and analyze your performance

It’s important to regularly review and analyze your social media performance to understand what’s working and what’s not. This can help you adjust your strategy and ensure that you’re effectively reaching your target audience. Tools such as Facebook Insights and Google Analytics can help you track key metrics, such as engagement, website traffic, likes, shares, comments, views, etc. According to a study by Social Media Examiner, businesses that use social media analytics to track their performance see an average of 25% higher profits than those that don’t. There is nothing more important than tracking and analysis. Your time and money are your most valuable assets and while social media is an extremely valuable tool for massive growth, it requires both. With the new changes and updates to algorithms going into 2023, we are targeting based off interest. In the simplest sense, this means that of the 5 videos you create every day, you will quickly know which of those videos your viewers are most interested in. By regularly analyzing your performance, you will know to make more of those videos! 

DOn't forget to share this post!
The speculo group

Subscribe via Email