3 Questions for Developing a Real Estate Brand

Most people want to do business with an individual they can relate to

Key Takeaways

  • Build your brand around yourself and not your organization.

  • Find your niche, and focus your energy on becoming the go-to expert in your market.

  • Use recurring brand-building activities that have a personal impact on clients and prospects.


How often have you considered the ways real estate branding and marketing could help make your real estate business more profitable? In this post, we’ll take a look at real estate branding and how you can establish an effective brand to make more money.

What I have found in my 15 years marketing for Brokerages and Agents is that Nobody wants to do business with a logo. This is something too many aspiring real estate agents fail to understand.

Avoid this trap; and before you put time, money and energy into a brand that might not resonate with prospective clients, ask yourself the 3 following branding questions:

1. Who do I want to model?

Getting started with business branding might seem daunting, but there are ways to simplify the process. The easiest way, perhaps, is to consider who you’d want to model your brand after.

There’s nothing wrong with taking a lesson or two from those in the real estate field or other industries who have already established effective brands.

By analyzing some of the successful real estate brands you identify with, you’ll be in a better position to develop your own brand that is both effective and representative of you and your business.

2. Who are my customers?

Unless you’re running a large-scale operation, your focus on branding should be on you as a person and not your organization as a whole.

Most people looking to buy or sell a home want to do business with an individual, someone they like and feel they can trust.

So, if you’re a home-town Realtor, your branding should focus on providing a certain level of familiarity that prospective clients can latch onto.

FREE DOWNLOAD: Create Your Buyer Persona Workbook

If your business is starting to scale beyond that, you might want to focus on branding your business as a professional organization rather than as an extension of you as a person.

3. What is my niche?

Developing real estate branding based on your unique qualifications and paired with a niche is one of the best ways to further differentiate yourself from the competition and connect with prospective clients who are most likely to need and benefit from your expertise.

Think about what you do better than anyone else in your market and build on that with your branding to generate more fruitful client inquiries.

Branding yourself as an expert, the go-to authority, in a real estate niche (probate, short sales, luxury real estate, etc.) will open many doors (real estate books, speaking engagements, etc.) for you and your business.

FREE DOWNLOAD: A Content Marketing Way of Life: Establishing Yourself As An Expert In Your Field Landing Page

Once you’ve built the foundation for a solid real estate brand, you need to scale up its influence with brand-building activities.

In real estate, with 20 percent to 50 percent of purchasing decisions directly affected by word-of-mouth, the vast majority of your recurring brand-building activities need to have a personal impact on clients.

For most real estate clients these days, online reviews and referrals easily have the greatest impact.

RELATED: The Huge Impact of Online Reviews In Real Estate

If you can build your brand in a manner that communicates your commitment to client satisfaction via the reviews and referrals made by those you’ve worked with, you’re already well on your way to running a successful, profitable business.

RELATED: SPECIAL PHANTOM POWER BLOG SERIES: Social Media Marketing for Real Estate Agents


For more tips on building a brand that will ensure the long-term profitability of your real estate business and additional ideas on recurring brand-building activities, be sure to follow PHANTOM POWER Marketing on Facebook, Twitter and Linkedin. And don’t forget to subscribe to our monthly Marketing Email Newsletter.

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