There is no doubt that a well created brand does not need to outspend the competition to market themselves, if they understand what branding really is. So many mistake a logo or color as a brand they can identify with. These just represent the harmonious aesthetics, rather than the heart of a brand.
The aim of branding for real estate agents, companies and all other professions is to communicate in an instant, the essence of the brand's personality, the core values of the brand, and why someone should do business with this brand instead of your competition.
Successful communication occurs when the ideal clients recognize that your brand represents someone they can trust. Your clients/target market can easily convey to others why they chose your brand for the job in a few words.
If you get the message right you can spark word-of-mouth advertising or buzz marketing which is the best way to stretch your marketing dollar. The right message triggers an emotional response by quickly establishing your professionalism and your likability.
It also compels people to do business with you because it transmits your unique selling proposition, your promise of value to them, in a nutshell. The ultimate message gets people talking about you, and sending you business.