By Gina Tron
In today’s saturated real estate landscape, standing out as a REALTOR® is more challenging than ever.
With so many agents, building a memorable personal brand isn’t just an option—it’s a necessity.
As Eric Ravenscroft, CRS, founder of The Ravenscroft Group in Buckeye, Arizona, states, “Everyone knows a REALTOR®; the challenge is getting them to know you.” Your brand is what sets you apart, fosters trust and keeps you top of mind when potential clients decide to buy or sell a home.
Define Your Unique Value Proposition
Your unique value proposition (UVP) is the cornerstone of your personal brand. It defines what makes you different and why clients should choose you over the competition. As Christopher Tenggren, CRS, designated managing broker at Weichert, REALTORS® – Signature Professionals in Rochelle, Illinois, explains, “Uniqueness is key. Your brand is not just your logo or tagline; it’s who you are and how you do business.” Tenggren emphasizes consistency in branding across all materials, from yard signs to letterhead, so clients instantly recognize you.
Elizabeth Van Riper, CRS, agent at Michael Saunders & Co. in Sarasota, Florida, adds that your UVP should reflect your passions and expertise. “For me, it’s about leveraging my background in fine art and finance to help clients find homes that enrich their lifestyles. My tagline, ‘The Art of Living,’ ties everything together and resonates with my market.” She encourages agents to reflect on their personal strengths and interests to create an authentic and compelling UVP.
Ravenscroft recommends blending your professional background with your real estate expertise. “My financial planning background allows me to offer clients insights into building wealth through real estate, setting me apart from other agents. Your UVP should be the thread that ties together all your branding efforts,” he advises.
Establish a Consistent Online Presence
Today, having a strong online presence is crucial. Social media platforms, websites and email newsletters offer opportunities to connect with potential clients. However, curation is key. Roger Glenn, REALTOR® at Poss Realty in Clayton, Georgia, states, “You don’t need to be everywhere. Focus on the platforms where your target audience spends time. For me, that’s LinkedIn and Facebook. Quality over quantity is essential—it’s better to excel on one platform than to be mediocre on five.”
Van Riper underscores the importance of intentionality. “Everything you post should align with your brand. I focus on showcasing properties that reflect my clients’ lifestyles and providing local cultural insights. Clients appreciate meaningful, curated content over generic posts,” she explains.
Use Storytelling to Showcase Your Expertise
Storytelling is a powerful way to connect with clients on a personal level. Sharing your experiences and those of your clients helps humanize your brand and builds trust.
“People want to know who you are, not just what you do. Video content, especially informal, behind-the-scenes videos, can help clients see the real you. Show your neighborhood tours, favorite local spots or even a walk-through of a listing—it makes you relatable and approachable,” Tenggren says.
Ravenscroft highlights how storytelling can demonstrate your unique value. “When I talk about how I’ve helped clients use real estate to build wealth, I’m not just explaining a process—I’m sharing success stories. Clients relate to real-life examples, and it makes my expertise tangible.” He advises integrating storytelling into emails, social media posts and even listing presentations to make your message more impactful.
Avoid Common Branding Pitfalls
Building a personal brand takes intention and authenticity. Here’s how to avoid common mistakes:
- Don’t copy others: What works for one agent may not align with your strengths or audience.
- Stay consistent: Avoid abandoning a strategy due to slow results. A successful brand requires repeated touches and a long-term plan.
- Prioritize authenticity: Clients can spot insincerity easily. Deliver on promises and stay genuine in interactions.
- Understand your audience: Tailor your approach based on your ideal clients and the platforms they frequent.
Building a personal brand requires intention and authenticity. According to Glenn, one common mistake is trying to mimic someone else’s strategy. “Just because TikTok works for one agent doesn’t mean it’s right for you. Know your audience and focus on platforms and strategies that align with your strengths and the clients you want to attract,” he advises.
Tenggren cautions against neglecting long-term consistency. “Some agents try one marketing tactic, don’t see immediate results and give up.” Branding takes time and requires repeated touches to build awareness and trust. You need a year-long plan and the discipline to stick to it.
Van Riper warns against trying to copy another person’s success. “Authenticity is critical. Clients can spot fluff a mile away. If you claim to be hands-on, make sure you deliver on that promise through every interaction,” she says. Follow-up and genuine care for clients’ needs are what create lasting impressions.
Not only can clients sense authenticity, but being true to yourself makes your life as an agent easier, too, Ravenscroft notes. He says it’s more natural than “trying to recreate the wheel” or pretending he’s interested in something he’s not.
Innovate and Differentiate
To truly stand out, think outside the box. Ravenscroft shares the example of a San Diego-based agent who creates “I Have a Buyer” videos. In these videos, the real estate agents create personalized messages for each client, specifying their unique property desires. By detailing the buyer’s preferences and budget, these videos aim to connect with potential sellers who have properties that match the criteria, even if those properties are not currently on the market. This approach effectively bridges the gap between buyers and unlisted properties, facilitating potential transactions.
Ravenscroft calls these “highly engaging and effective. It’s a unique approach that helps him stand out and generates real results.”
Van Riper emphasizes leveraging your passions. “Your brand should reflect who you are. I integrate my love for art and culture into my branding, creating a niche that resonates with like-minded clients. Whether it’s a love for food, hiking or interior design, use your passions to create a unique narrative.”
She goes beyond finding clients a house.
“For example, I once helped a poetry-loving client connect with local literary groups and cultural events. These personal touches showcase my dedication to helping clients build a fulfilling life in their new community.”
The Bottom Line
Building a memorable personal brand is essential for success in today’s crowded real estate market. By defining your unique value proposition, maintaining a consistent online presence, leveraging storytelling and avoiding common pitfalls, you can create a brand that not only attracts clients but fosters long-term relationships.
As Tenggren puts it, “Know who you are, stay consistent and always deliver value. That’s how you build trust and loyalty, which are the foundations of a successful real estate career.” With these expert insights, you can build a brand that stands out and thrives, even in our saturated market.
