Think personal branding is just for influencers or big-name CEOs? Think again.
If you’re a real estate agent in 2025 and you don’t have a personal brand, you’re basically invisible. It’s like trying to sell homes with a blindfold on. Let’s talk about how to fix that, because this one shift can completely change the way clients find you. When done right, your brand becomes a magnet that brings people to you, instead of you constantly chasing them.
Your Brand Is Just Your Reputation… Online
Think of your personal brand like your digital reputation. If someone lands on your Instagram, your YouTube channel, or even Googles your name, can they figure out what you do, what you’re about, and why they should care?
Your brand is what people say about you when you’re not in the room. If you’re not defining that narrative, someone else will. Or worse, no one will.
Stop Creating. Start Documenting.
You don’t have to come up with perfect content. People don’t want another polished, corporate-looking video. They want the real you.
Just start documenting.
- What did you learn today?
- What happened at your last showing?
- What did a buyer ask you that others might want to know?
All of that is content.
And don’t be afraid to share parts of your personal life too. For me, I talk about my love for cars, being a dad, my wife, and everyday moments. Because people connect with people. That’s how trust is built.
Not Sure What to Post? Here’s a Simple Formula
Here’s what I post regularly to stay consistent and keep things human:
- Behind the scenes: Showings, walkthroughs, real conversations
- Expert insights: Tips for buyers, market updates, things to avoid
- Personal stories: Things I’ve learned as a dad, business owner, and partner
- Lifestyle: Hobbies, gym, weekend life, things that make me real
Mix it all in. You don’t need to be flashy. You just need to be relatable.
The 3 Layers of a Strong Personal Brand
To really grow your brand, think of it in three layers:
- Owned media: Your social accounts, YouTube, and website
- Earned media: Podcast invites, client testimonials, local recognition
- Paid media: Boosted posts, ads, promoted content
Start with owned. That’s your foundation. Nail your message, then start earning credibility. And when you’re ready, amplify it with paid.
You don’t need to wait to be “invited” into the spotlight. Create your own space.
Be Human. That’s Your Advantage.
In a world where everyone is using AI to create the same kind of content, you being real is your superpower.
When someone meets you in person, they shouldn’t be surprised by who you are. One of the best compliments I get is, “You’re exactly like you are online, and I already feel like I know you.”
If you’re worried about being too personal and not talking about real estate enough, here’s the sweet spot:
- 70%: Personal, lifestyle, value-based content
- 30%: Direct real estate content that shows your expertise
For example:
- “Here’s how I helped a client buy an off-market property last week.”
- “Here’s what the media isn’t telling you about current interest rates.”
When you position yourself as the solution, people stop price-shopping and start trusting you.
Start Before You Feel Ready
Confidence doesn’t come before you start. It comes from showing up consistently.
Record the cringey videos. Share the awkward story. Post the takeaway from a tough day. That’s what people relate to. That’s what builds trust.
If you’ve had a tough year, let me remind you, you’re one decision away from a completely different business. Show up. Be real. And build the kind of presence that makes people want to work with you.
