Break Through the Noise

Real Estate is a competitive industry. More often than not, buyers try to find a trustful and loyal brokerage or salesperson that are willing and able to sell their house. It is the brokerage or agent’s duty to gain a strong reputation and brand in order to compete amongst others.

It is important to understand your clients and prospects, so you could build your personal brand accordingly. You will need to take the time to reflect on your career goals and build a brand that represents what makes you different. So how do you create a personal brand that will have you stand out from your competitors? You will need to do some research on your current and potential target market, find unique selling propositions of competitors and yourself, and design marketing materials that unify your brand. Your knowledge, experience, and unique offers to your customers is what makes you stand out from your competition, and your brand should reflect the kind of agent that you are. 

What are the most important materials for realtors? This is subjective however many realtors agree that your website, business cards, postcards (if you have any), and social media accounts should all reflect one cohesive brand image. This means the same colours, logos, slogans, and messaging.

Your Audience

Without an audience, you would not have a business. Think of who your past clients/ prospects are, and any similarities that they may have. Where are they located and what are they interested in? What is the age range of your audience? Is there a similar trait between them and the majority of your clients that fit your target audience? If so, it is important to put these people in the top cluster.

Here is an example:

  • This couple is buying their first home
  • They range from 22 to 30 years of age
  • They are usually single or in a new relationship
  • The price range could be between $300,000 to $450,000
  • They need a home that has 2 bedrooms and 1 bathroom

You may also be thinking there are clients and prospects who do not fit into your top cluster. That is okay because you can also focus on your smaller audiences down the road. Creating this target audience will help you understand how they think, and what they want. When you create an audience profile reflect back onto how best to reach this audience, and what value you can add to their everyday life.


You should be aware of other agents and brokerages around your geographical area. By knowing what their strengths and weaknesses are, you are able to evaluate your threats and opportunities with your brand. You could learn what you may need to improve on to keep up with larger competitors. Make a SWOT analysis for both them and your brand.

Here is a SWOT example: Competitor A

  • Strengths:
    • Large audience and following on social media
    • Is active in communities in the local area
  • Weaknesses:
    • Your website has not been updated and lacks important information
    • Your social media pages do not reflect the same brand image
  • Threats:
    • There are small com. free agencies in the area
  • Opportunities:
    • There are other realtors that you can pull inspiration from for your branding (not copying)
    • Brokerage marketing resources are available for you to use

After creating a SWOT analysis for a few competitors, create one for yourself. Find 5 opportunities you could make into goals for the next year. Focus on what you can do that your competitors struggle with. Do you have a unique selling proposition? If you do, use this to your advantage to build a strong personal brand.

Designing Marketing Materials

Consumers recognize a brand through the logo, advertisements, business cards, and other visuals. The essence of design in business is necessary if you would like to grow your brand. So how do you get started? First, you must reflect the colours that represent you and your brand. For help on how to choose your brands colours you can refer to your brokerage brand guide, or simply reference off of other brands that appeal to you. 

You will need to pick two to three colours max and stick to the modern/ clean designs that give you a premium appeal. Having old designs that look dated can hurt your image in your audience’s eyes. Research on industry trends and your competitors’ designs. Make sure you have these brand elements unified across your marketing materials. Stick to basic and professional designs to receive the best outcomes.

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