Building Your Personal Brand as a Real Estate Agent


Building Your Personal Brand as a Real Estate Agent

Building Your Personal Brand as a Real Estate Agent

With 1.2 million Realtors®* in the United States and countless other real estate agents, we have plenty of competition. If your goal is to build a successful career as a real estate agent, it is essential to learn how to differentiate yourself.

One of the most common questions many new or struggling real estate agents ask is “How can I build my business?” The conversation almost always is followed by a series of tactical marketing questions such as “Should I do direct mail? More social media? Email marketing? Open houses?”  All those can be viable ways to gain more buyers or listings, but I have found the most important sales tool we have as agents are ourselves! That’s right – your most important asset as a real estate agent is YOU! You are your own brand, whether you know it or not.

The American Marketing Association defines a brand as “A name, term, design, symbol, or any other feature that identifies one seller’s good or service as distinct from those of other sellers.

So what is your personal brand? Another way to think about it is, what defines you as a real estate agent?  As agents it is easy to get so caught up in trying to sell homes that it can be easy to lose sight of what differentiates us from our competition. As a real estate agent your brand is the experience you consistently give your customers. Every phone call, text message, email and face to face conversation your clients have with you either builds your brand or detracts from it.

Here are three simple tips I have found are crucial in building a strong brand and creating an exceptional client experience in the process:

Excellent Communication

This is super basic but it’s one of the biggest reasons customers switch real estate agents. Answer your phone. If you’re not available, call them back as soon as you can. Sometimes I’ll just send a quick text “Hello! I’m in an appointment, will call you as soon as I’m done!”

Set the expectations of when you will be available, and communicate that to your clients. The home buying process can be very stressful for your clients, make sure that your lack of communication is not adding to their stress.

Real Estate Expertise

Whether you are working with first time homebuyers or seasoned sellers, every transaction is a chance for you to establish credibility and trust with your clients. Be helpful and knowledgeable! Take advantage of professional development courses and learn from your required continuing education. If you don’t know the answer to something, be honest and let them know you don’t know but you will find out the answer.

Listen to your clients

I mean really listen to your clients when they are telling you what they want and need in a home or why they are thinking of selling. Ask follow up questions. Dig deeper. Understand the “why” behind the “what.” Trust me. This will help you help them.

What defines your personal brand? Comment below and let us know!


About the Author

Stephanie Webb Realtor

Stephanie Webb is a licensed Realtor in the State of Ohio and a Hondros ambassador. She loves all things social media and is extremely passionate about real estate. Follow Stephanie’s weekly blog on for real estate stories, marketing ideas, social media tips and more!




*Source National Association of Realtors Monthly Membership Report August 2016

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