3 Ways to Build Your Brand as a Real Estate Professional

Branding Real Estate Professionals

I’ve started several businesses while on my crazy journey as an entrepreneur. I know all too well about the temptation to jump into marketing and promotion tactics before getting a good handle on the basics of my business. We rush into telling the world about our product or service before we even know how to define it. Sometimes, we also neglect defining our brand or identity. To be blunt, marketing and selling prematurely without uncovering your brand is dangerous. It can deliver a fatal blow to your business when it’s just in its infancy. But this isn’t a gloom and doom article, because there’s hope.

Successful real estate professionals build their web presence and online marketing strategy on top of well-defined personal and business brands. Conversely, unsuccessful real estate professionals barely scratch the surface of branding and jump into online marketing without a plan. Allow me to present three big ways to build your brand as a real estate professional.

Personal Branding

I’ve covered personal branding for real estate before and I’ll continue to do so because I’m a believer in the process and its power. Personal branding, for anyone, begins with your story and your personality. As you shift to thinking about your work, business, or calling, then you should think about connecting your personal brand to your purpose and passion(s). To get started with uncovering your personal brand, answer the following questions. They will help you communicate your personal brand standards in-person, online, and in your business:

  1. What is your life story?
  2. How does your life story connect with your real estate career?
  3. How do you describe yourself?
  4. How do people outside of work describe you?
  5. How do people at work (clients and colleagues) describe you?
  6. What do you have a natural passion for (inside and outside of real estate)?
  7. What are your moral convictions?
  8. What motivates you?

Business Branding

Business branding for real estate is the logical next step for real estate professionals after honing in on their personal brand. It’s important to start with uncovering your personal brand because a business will often take on the personality of its founder/owner. The cool thing about business branding is that it gives you an opportunity to deviate from the founder’s personal brand (though I don’t always suggest it) or craft a totally new business brand for an agent team or brokerage firm/partnership. Business branding has to consider things like visual assets and marketing initiatives that help you expand your real estate business within your region, city, town or community. Much like personal brands have standards, business brands have standards as well. Start honing in on your business brand standards by answering the following questions:

  1. What is the story behind the formation of your business and its public identity?
  1. What are 3-5 words that describe your business?
  1. What problem/pain does your product/service solve?
  1. Who does your business and your service/product best serve?
  1. What is your process/system for delivering excellence to your customers in each interaction?
  1. Why would someone choose your business over your competition?
  1. How do you manage negative business situations?

Web Presence

When it comes to modern business, you can’t fully operate without a website. This is especially true for the real estate industry. Gone are the days when you could throw up a web flyer or business card for a website and call it a day. Doing that today will have potential clients thinking you’re either an amateur or retired. Real estate professionals need a beautiful and mobile-friendly website with all the property search features that their target demographic and community need and expect. Beyond all that, you need a need a website design that aligns with your personal and business brand standards.

BoomTown Logo

A beautiful real estate website won’t promote itself though. While a website is a prerequisite for effective online marketing, it can’t do work for you if you don’t feed it with quality content that represents your unique voice. Blog functionality is necessary for real estate websites. And if you’re not blogging at least once a week, then you’re doing your website and your business a disservice. Your website must be your hub for all your web traffic and online marketing efforts, and the helpful content that you publish is the fuel that you’ll pump through marketing channel spokes like social networks and email. Don’t cut corners here. People want to learn and why can’t you be the person or business to teach them through excellent blog content. Consistently blogging on your website will help you and your business stay on the top of minds for when people need a REALTOR© or broker in your area. Get started by blogging answers to common questions asked by your clients and prospects.


Your personal brand, business brand, and web presence make up the foundation on which you will build all of your marketing efforts for your real estate business. Skipping these three crucial phases of business building will place your business on sinking sand. Take your time, do the work, and operate with confidence in who you are, what you do, who you serve, and how it is presented on the web. You won’t regret it!


About Chris Craft

Hi! I'm Chris(topher) Craft. I'm a believer, husband of an amazing woman (Wanda), and father of three talented kids (Naomi, Maria, and Elijah). I love writing, learning about God's Hand in History, entrepreneurship, and basketball. Thank you for reading my stuff! ❤️ Connect with me on Twitter @CraftWrites.