How To Build A Standout Real Estate Personal Brand

With so many professionals to choose from, you’ll have to make a statement with your real estate personal brand. The real estate industry isn’t a pool, it’s an ocean, there are 1.5 million real estate agents in the U.S. alone.

And more and more people decide to pursue a career in real estate because of the potential to make money. That’s the reason why you need to work on building a strong personal brand. That not only can attract clients, but can help you stand out from the crowd.

When personal branding is done right, you’ll be very well-known locally, if not across your state. You’ll be the go-to professional realtor for home buyers.

Here’s how to build a standout real estate personal brand that can set you apart.

What is a Real Estate Personal Brand?

It refers to the unique combination of your mission, personality, core values, target audience, and visual identity. We’ll talk about each element in detail. But for starters, a real estate personal brand is an established individual brand that represents you to potential clients.

This involves communicating yowur mission, which states who you serve. As well as showcasing your personality authentically. This can be a vital step, because people usually only do business with people they personally like.

Barbara Corcoran, the founder of the real estate brokerage –The Corcoran Group – said it best:

“People want to do business with someone they like. If people like you, they’re going to want to do business with you. And if they don’t, you’re going to have an almost insurmountable obstacle to overcome.”

Your personal brand plays a huge part in creating a strong rapport with potential clients. Before you know it, you might end up closing deals before you even start negotiating. Because your clients were already sold on the “expert advice” behind your social brand.

Now let’s look at how you can start building your personal brand.

Let’s Create Your Real Estate Social Brand

Being skillful and knowledgeable is one thing as a realtor — but add a real estate social brand to the equation, and you can take your business to greater heights.

By creating and maintaining a strong personal brand, you can position yourself as the expert in your area, attract high-quality leads, close more deals, and establish lasting business relationships.

Starting with the first element of a successful real estate social brand…


Your mission statement is the backbone of your social brand, it’s the “why” you started doing what you’re doing. Your mission statement must be:

  • Short – straight to the point
  • Clear – every word counts
  • Memorable – people need to remember it
  • Meaningful – needs to represent something

Now to come up with your mission statement, we need to answer WHAT you do, for WHOM, and the RESULTS you can bring.

Here’s an example: “Hey I’m Fred. I connect housing sellers with families so they can finally own their dream homes in beautiful southern California, facilitating everything from negotiating prices to finalizing legal requirements and everything in between.”

And once you come up with your mission statement for your real estate personal brand, you can communicate it throughout your website and social media accounts.

Brand Personality

For people to remember you, you need to portray yourself in a consistent manner. This means showcasing your own personality every time you meet up with potential clients. Whether you’re in a prospecting event, or in a video online.

To come up with your brand personality, write 5 adjectives that describe your real estate personal brand.

By doing so, you’ll set the tone of voice of your online content, and visual identity. We’ll talk more about this below.

Here’s an example of 5 adjectives that define our made-up real estate professional, Fred: Detailed. Passionate. Knowledgeable. Hard-working. Charismatic.

Also, list 5 adjectives that don’t apply to your brand. To grasp your voice, and brand personality better: Lazy. Grumpy. Ignorant. Selfish. Fearful. 

Core Values

These are a list of values that make doing business with you an enjoyable experience. The core values that you want to be known for. In other words, they’re the core principles that will guide you through how you help your clients.

Here’s an example of three core values—

  • Client Success: “I go above and beyond to make sure my clients achieve

their desired outcomes. I’m not just satisfied with closing MORE deals – the relationship does not stop at the point of purchase, it’s a long-term relationship where I focus on being an asset in their lives.”

  • Harmony: “I ensure my clients within my community live in an ideal environment. I’m ambitious to serve my people to own a place they’re proud to call “home”. As a real estate agent, my main job isn’t to sell houses, my real duty is building a happier community.”
  • Constant Improvement: “I’m committed to continuous improvement of my skills, to serve my clients to higher standards. I’m on a life-long learning journey to better serve my clients, so they can own their desired real estate with ease.”


What are your core values? Once you list them out, you can share them in the ‘about section’ on your website. This will help you define the way you do business. And it will definitely set you apart from other realtors.

Target Audience

Narrowing your customer persona will help you generate more leads along the way. Just think about it, who would you work with if you were looking to buy a home in Miami?

A real estate agent serving clients in Florida — or a real estate agent (EXCLUSIVELY) serving clients in downtown Miami?

You’re probably going to approach the realtor in Miami, even if you weren’t planning to buy a home downtown. Moreover, defining your target audience will make your future marketing effort much more profitable.

So, who are you looking to serve?

The more specific you get, the better. Are they families in suburban neighborhoods? Are they looking for apartments or houses? Perhaps, you’re targeting retirees looking for vacation homes?

This may be the most important element of your real estate personal brand. Because people want to work with specialists rather than generalists.

You can pinpoint a specific target audience, including information about their demographics, like: Their age, gender, location, income, marital status, occupation, education level, etc.

Visual Identity

A recognizable real estate personal brand that draws a continuous supply of clients has a Brand kit.

What’s a Brand Kit? It’s a guideline for your brand’s visual identity. In other words, it’s a quick reference for understanding the creative style of the logos, colors, and fonts that are associated with your brand.

Here’s what Paul Rand, an American art director for IBM and many other major corporations, has to say about this:

“Design is the silent ambassador of your brand.”

Having your own visual identity can help you stand out as an authority. And it will give your potential clients a sense of familiarity and reliability over time.

In a Nutshell

Building a real estate personal brand is crucial for success in a highly competitive industry. There are plenty of stars in the sphere — but you can stand out and illuminate brighter than any realtor in your area.

By following the steps above, you can build a memorable personal brand. And when potential clients are ready to sell or buy real estate, you’ll be the first that comes to mind.

We helped more than 500 real estate agents build lucrative real estate personal brands. We know what works, and what doesn’t to build a social brand that attracts and generates leads on autopilot. If you’re planning to build your own personal brand, then contact us today to get started.

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