Is This Mistake Hurting Your Business?

Services for Real Estate Pros with BRE# 01392374

There’s a mistake I see a lot of real estate agents make, especially early in their career.

It’s an easy one to make, honestly. Here it is:

They rely on their broker to be their brand.

They don’t worry about making a personal Me, Inc. brand. Instead, they focus on being a Keller Williams agent, or a Century 21 agent, or a BHG agent.

What’s wrong with that? Simple – if (or more accurately, WHEN) you change brokerages, you have to start completely over.

The Importance of a Personal Brand

Realtors® change brokers/brands on a regular basis. You might decide that your broker’s commission split isn’t up to par, or that you like the training program that another company has.

Regardless, there are a lot of reasons to move around as your career grows. Almost no one stays with the same broker/company their entire career.

That means it’s much more important to focus on building your personal brand than to build strictly around your brokerage.

How to Build a Personal Brand

A personal brand is how you communicate why working with you personally is better than anyone else in the same industry. You want to have a unique identity that is linked to the specific value you provide.

Here’s what a personal brand can do:

  • Highlight your strengths
  • Establish your reputation
  • Build trust
  • Communicate the unique attributes you bring to real estate

How do you build a personal brand? Here are some tips.

Define a Real Estate Niche

Unfortunately one mistake Realtors® make that hurt their ability to build a brand is that they are afraid to niche. They try to serve everyone, and as a result they never truly stand out.

Define a real estate niche that you have particular strengths, experience, or expertise in. Or, choose a group you love working with. Be known as the “first-time homebuyer’s expert,” or the “real estate investor’s dream agent.”

When you define a niche, make sure you publicize it prominently on your business cardsmarketing postcards, and more.

Even better, having a niche will help you save money on marketing. You won’t be targeting so many people, and you’ll get better results with the information you DO send out!

Create Your Own Value Statement

Many companies have their own tagline that defines what they do in a nutshell. Sometimes these become iconic, such as Nike’s “Just do it,” or Coca-Cola’s “It’s the Real Thing.”

What would you create for yourself? Find a catchy way to describe one of your key attributes. “A perfect home at the perfect price,” for instance, if you’re a great negotiator.

Keep in mind that you can change your tagline if you find something you like better, or if your original idea doesn’t work out. Nike has had the same one forever, but Coke has changed theirs regularly throughout the years.

Just try one!

Build Your Presence Online and Offline

The final tip is to be sure to build your personal brand both online and offline. You can do this in a variety of ways.

Here are some ideas to get you started:

  • Advertise under your own name and use a (current!) photo of yourself
  • Share your niche and tagline regularly
  • Talk about other things that make you unique in your niche, industry, and in real estate overall
  • Build on your strengths by taking classes, reading, and learning new skills
  • Share what you’re learning so folks know you’re always growing!
  • Share personal details about your life (pets, etc) so folks see you as a real person they can relate to

These tips will make you into a person people relate to, which is the essence of a personal brand, and help you avoid simply being a local agent of XYZ broker.

The Number One Secret

There’s one more thing I have to share about the process of personal branding…

It’s not permanent! 

Many people fail to make a decision on branding because they don’t know what they want to “be for the rest of their career.” Take a step back. This is not forever, this is just NOW.

Decide after five years that you want to change your niche? Go for it! Yes, you’ll have to rebuild somewhat, but you’re “not starting from scratch, you’re starting from experience.”

Your personal brand is a living, organic thing that you can change at any time. It’s not a prison you’re building or something you have to get perfect from the beginning.

Ready to build your personal brand? We’re ready to help. Take a look at customizable marketing materials today!


Do you have a personal brand? We’d love to hear about it! Share in the comments.


This post originally shared on PrinterBees' Real Estate Marketing Magazine.


Re-Blogged 1 time:

Re-Blogged By Re-Blogged At
  1. Barbara Todaro 09/03/2019 05:05 AM
Real Estate Sales and Marketing
Real Estate Rookie
Marketing 101
lead generation
business building
personal brand

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Barbara Todaro
RE/MAX Executive Realty - Franklin, MA
Marketing Agent for The Todaro Team

Good morning, Nadine Larder that's very common, especially with newly licensed agents... but it often continues as they become seasoned.... I promoted myself and put the office name in very, very small fonts.... needed a magnifying glass to see it!!  but I satisfied the franchise requirement decades ago....

Sep 03, 2019 05:02 AM #1
Lise Howe
Keller Williams Capital Properties - Washington, DC
Assoc. Broker and Attorney Licensed in DC, MD, VA,

Great post - taking the easy way out and relying on the borkerage for definition and brand is NOT the way to go! 

Sep 03, 2019 05:06 AM #2
Paul S. Henderson, REALTOR®, CRS
RE/MAX Northwest. - Tacoma, WA
Tacoma Washington Agent/Broker & Market Authority!

I am me, not my affiliated brokerage! Thank you for sharing your thoughts; you made me think Nadine Larder 

Sep 03, 2019 05:17 AM #3
Sally K. & David L. Hanson
EXP Realty 414-525-0563 - Brookfield, WI
WI Realtors - Luxury - Divorce

 Be yourself...or someone else and be rewarded or part of a crowd that may not be who you choose to be

Sep 03, 2019 06:00 AM #4
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224

Nadine- your post makes a lot of sense because agents do change brokerages. There have been many new agents I've met who thought they would rely on their broker's branding even though it was suggested to them to have their own identity!

Sep 03, 2019 07:22 PM #5
Kathy Streib
Room Service Home Staging - Delray Beach, FL
Home Stager - Palm Beach County,FL -561-914-6224


                                   Thank you, Nadine!!!

Sep 07, 2019 07:16 PM #6
John Henry
John Henry Masterworks Design International, Inc. - Orlando, FL
Residential Architect, Luxury Custom Home Design

Excellent points, especially that you can rebrand depending on many factors.  Thanks

Sep 08, 2019 09:01 AM #7
Sheri Sperry - MCNE®
Coldwell Banker Residential Brokerage - Sedona, AZ
(928) 274-7355 ~ YOUR Solutions REALTOR®

You make some great points and I hope those who don't realize what they are doing see your post.  It is an absolute must!

I did start-up operations before becoming a Sedona real estate agent. I knew that I could not rely on my brokerage to make my name. I started from day one building my own identity and brand. The website was published on day 1.

When I did decide to make a move to another brokerage, I didn't skip a beat re-establishing myself. (Because I didn't have to do it!)  We just changed the brokerage logo and forwarded any links that needed to be changed. 

Sep 08, 2019 10:06 AM #8
Grant Schneider
Performance Development Strategies - Armonk, NY
Your Coach Helping You Create Successful Outcomes

Good afternoon Nadine Larder - your own brand is what is important.  People don't buy what you sell.  They buy you.

Sep 08, 2019 01:22 PM #9
Kat Palmiotti
406-270-3667 (MT), 914-419-0270 (NY), Broker in NY with Grand Lux Realty and in MT with (coming soon!) - Kalispell, MT
The House Kat

I totally agree with your post. When I first started, I was using all the company branding until I wised up. And I wised up because I knew I'd want to be in another company some day and would need to make the move as seamless as possible. We have to brand ourselves!

Sep 08, 2019 02:23 PM #10
Hella M. Rothwell, Broker/Realtor®
Carmel by the Sea, CA
Rothwell Realty Inc. CA#01968433 Carmel-by-the-Sea

And then you have people like me who just NEVER belonged to a franchise. I've always been branding myself. Works for me. My clients like it that way. It's just you/client and me.

Sep 08, 2019 06:31 PM #11
Kristin Johnston - REALTOR®
RE/MAX Realty Center - Waukesha, WI
Giving Back With Each Home Sold!

I can see why Kathy chose to highlight your post this week!  

Sep 09, 2019 05:04 AM #12
Jeff Dowler, CRS
Solutions Real Estate - Carlsbad, CA
The Southern California Relocation Dude

You've made some excellent points, Nadine. Thanks for giving me something more to think about.


Sep 09, 2019 10:15 PM #13
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Nadine Larder

Real Estate Marketing Expert/PrinterBees Founder
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