Brokerage Branding Vs. Personal Branding: Should Real Estate Agents Create Personal Branding?
Creating Personal Branding
It seems like everyone’s trying to stand out with unique branding these days, but you don’t have to be an influencer to make personal branding work for you. Here’s the truth: Without personal branding, it can be almost impossible to stand out as a real estate agent.
Unique branding plays a pivotal role in creating a memorable client experience. While being a part of a brokerage is essential, real estate agents should strive to carve out their own unique branding to maximize success.
1. Embrace Individuality to Stand Out
Standing out as a beacon of trust and expertise is crucial. It’s the norm for your brokerage branding to be strong and reputable, but as a real estate agent, you must showcase your unique skills and talents as well. To begin to craft your own branding, first think about how your clients’ experiences are different because they’re working with you. Embracing individuality and flaunting it allows real estate agents to establish a memorable and trustworthy presence in the minds of potential clients via branding.
In the beginning, your brokerage’s branding and online presence will be enough to boost the trustworthiness of your personal branding content. As soon as you begin to build a following, your content will speak for itself.
2. Craft a Unique Visual Identity
Visual branding is a powerful tool to differentiate yourself from other real estate agents. Invest time in creating a visual experience that embodies your personality and professional values. A distinctive logo, for example, will serve as a visual representation of your brand and will be the first thing that clients associate with you. Spend time on this part of the process, and don’t be afraid to get in touch with a professional for creative guidance. Paired with carefully chosen colors and fonts, your unique visual identity will create a lasting impression on clients and set you apart from your peers.
Below is a list of branding assets we typically include in a client's brand identity:
Logo and logo variations
Color palettes
Typography
Elements
Photography
Creating a seamless brand identity by keeping all of these elements in a similar style helps make a brand look more trustworthy and reliable to potential clients. Make sure everything comes together to support your curated business identity and vision.
3. Utilize Custom Templates
This is an easy way to save time and money. There are so many custom real estate templates tailored to your branding needs! Customizing a well-thought-out template with on-brand colors and fonts not only ensures a cohesive tone, look, and feel for your clients but also allows you to leave your personal touch. Whether it's listing presentations, brochures, or social media posts, custom templates make all of your interactions with clients or potential clients true to your unique branding and voice.
4. Automate Frequent Check-Ins
Allow your tone and personal branding to shine with email automation. Automation allows for timely, on-brand communication with clients and prospective clients without having to be tied to your inbox. Automated emails allow you to nurture relationships, schedule and share updates, and showcase your expertise all while showcasing your personal branding. It’s an opportunity for clients will get to know you and your tone through personalized and engaging content. Schedule emails to be sent with a certain trigger or dates, like anniversaries, birthdays, or holidays, to stay top-of-mind with your contacts.
The possibilities are seriously endless. Drive personal branding home, streamline your communication strategy, and build lasting connections, all with email automation. If you aren’t sure how to get going, we created a step-by-step guide that even includes two pre-written automations to get you going. Click here to get your free copy.
4. Lean On Brokerage Branding
While real estate agents must create their own branding, they should always lean back on the power of their brokerage's brand. Your brokerage will have a variety of resources and ideas you can use within your own personal branding to save time and money. Plus, a brokerage's brand is usually more established, especially the earlier you are in your career, and brings a sense of reliability, which clients value when making big life decisions.
When you’re coming up with ideas for personal branding colors and typographies, always keep the brokerage’s style in mind so that nothing ends up clashing down the line. This allows you to utilize company resources to save yourself time and money. Plus, leveraging the brokerage's branding together with your own provides a strong foundation for building trust with clients.
Consider even creating a logo variation that includes both your logo and the brokerage’s side by side.
5. The Key? Empowerment through Uniqueness
For real estate agents looking to maximize their success, true empowerment comes from embracing what makes you stand out. As your own boss, you are responsible for your success as a real estate agent. While a brokerage may provide you with the tools and support you need, it's up to you to seize opportunities, nurture client relationships, and deliver outstanding service. Creating and maintaining memorable and engaging personal branding is what gives real estate agents the edge they need to shine and thrive.
Striking the right balance between your brokerage's brand and your personal brand can be key to your success. Consider personal branding as your unique touch—something that sets you apart and deepens your connection with clients. Embrace your individuality, create a distinctive visual identity, and use custom templates to add a personal touch to your work. This way, your branding isn't just about logos; it becomes a professional conversation starter that resonates with clients, whether they're from your past, present, or future.
We hope to empower real estate agents to shine in a competitive market. Embrace what makes you stand out, harness the power of branding, and you’ll reach new heights. If you’re ready to take the first step, reach out to request a quote for branding that will help set you apart in a busy market.
