5 min read · January 2, 2023

The Importance of Personal Branding in Real Estate

woman talking on the phone - personal branding for real estate agents and realtors

According to the National Association of Realtors, 90% of clients would recommend their real estate agent to others. What that tells us is that real estate agents are often great at delivering on their promise to match their clients with the perfect buyer or the perfect home.

Working in real estate requires a personal touch. Sure, your clients will see how much you value them and respect their desires once they’re already working with you. The question is, how do you get their business, in the first place?

The key is personal branding. If you’re venturing out on your own without the backing of a traditional brokerage, personal branding is a must.

Ready to learn more? Read on to learn about the importance of personal branding in real estate and how to start creating your personal brand.

What Is Personal Branding?

First, let’s talk about what personal branding is. Personal branding is the process of shaping and sharing the identity of your business. This includes:

  • your core values
  • your expertise
  • what sets you apart from the competition
  • the tone of your messaging
  • the experience you hope to create for your clients

Personal branding lays the foundation for all of your marketing endeavors. Without personal branding, your marketing will lack the unifying and personable voice that it needs to make an impact.

Why Does Personal Branding Matter?

Why should you care about personal branding? Let’s talk about the importance of developing a personal brand and how it stands to benefit your real estate business.

A Strong Brand Persona Builds Trust

real estate agents man and woman standing by the table and doing realtor branding

In order to create trust with your local client base, you’re going to have to start by building recognition. That means getting your name, logo, and messaging in front of your audience in a way that is consistent and recognizable.

We grow to trust people when we feel like we know them and that their behaviors are predictable to us. The same is true of potential clients looking for a real estate agent. By putting together a personal brand, you can share who you are and let clients get to “know you” before they’ve ever met you.

A Strong Brand Persona Establishes Authority

A recent survey found that clients want three things in a real estate agent: a good reputation, a strong knowledge base, and an ability to understand their needs. By developing a personal brand and using it to create a solid marketing campaign, you can demonstrate your knowledge of the real estate market with ease.

In fact, sharing information about the real estate market should be a huge part of your personal brand. You can create infographics, videos, and blog posts that answer your potential clients’ most pressing questions while maintaining the tone and value system that is true to your brand.

A Strong Brand Persona Creates Connection Points

Part of developing your personal brand is establishing where you interact most online and in person. This can include your website, social media platforms like Instagram or Facebook, email newsletters, and more.

a real estate agent is using his computer for personal branding

The goal is to make yourself available and approachable. Not only does this make your online media easy to navigate but it also gives potential clients an opportunity to see what it would be like to work with you. Where and how you connect is a major part of your brand persona. 

How Can You Start Creating a Personal Brand?

Your personal brand is more than just helping clients buy or sell houses. Let’s take a look at some of the key ways that you can start building a personal brand that will help clients connect with you. 

Consider Your Core Values

What matters most to you besides making a commission? You may feel passionate about working with first-time homebuyers or promoting sustainability in the real estate industry. Maybe nothing makes you happier than helping people to achieve their life and financial goals by buying or selling a home at the perfect price point. 

Your core values are going to help you stand out from other real estate agents in your area. They’re also going to help you find like-minded clients who appreciate your shared values. Living and working by your values and ethics will show that you’re a real person, not just a business.

Create a Consistent Tone

We’ve mentioned consistency a few times because it’s a key part of branding yourself as a real estate agent. Consistency in tone (as well as aesthetic) shows that you know who you are and lets clients know who you are, too.

To create a consistent tone, think about the relationship you want to have with your clients. Do you want to make the process of buying or selling a house fun and exciting or do you want to establish your authority by maintaining a serious and professional voice? The way you communicate once should be the way you communicate all the time. 

Invest in Multichannel Marketing

We live in the age of digital marketing, but that doesn’t mean that all of your potential clients will find you online. In fact, it doesn’t even mean that all of your potential clients will be using the same digital platforms to look for real estate agents.

Multichannel marketing refers to the process of marketing yourself across multiple platforms (or channels). This includes your website, email list, and social media pages, but it also includes fliers, print advertisements, and even billboards. Get your personal brand out into the world with a multichannel approach.

We Understand the Importance of Personal Branding in Real Estate

Your personal brand will set you apart from the competition and establish who you are as a real estate agent. Without personal branding, you may miss out on a lot of great connections and opportunities.

At Pinnacle, we know the importance of personal branding for independent real estate agents. We also understand the importance of having a strong white label support team when you’re paving your own path. Contact us to find out more about how we can turn your real estate dreams into a reality.