Branding 101: Stand out from the pack (Part 1)

December 1, 2018

The average person sees nearly 5,000 ads per day, compared to just 500 per day in the 1970s.1 Your brand needs to cut through some  s e r i o u s  noise in order to stand out.

Which is precisely why we’re bringing you this 2-part, quick-read series—to help school you into brand-building perfection.

Branding 101
iStock.com/Liliya Kulianionak

From perfecting a message your audience will remember, to building your brand online through repeated exposure, we’ve got you covered.

First things first, know your audience

Stand out from the pack with your real estate branding

iStock.com/adogslifephoto

Before you can tailor your branding and craft that meaningful message that’s going to resonate with oh-so-many potential clients, you need to first consider who they are and what makes them tick.

One way to do this is by creating personas, which is just a fancy way of saying you group your customers based on shared traits and things they have in common.

Think about your past clients, your geographic farm and people in your community. Then consider:

  • Age
  • Marital status
  • Parental status
  • Income & profession
  • Male or female
  • First-time or repeat buyers
  • What drives & motivates them; what their needs & goals are
  • The local culture, values & traditions

Then come up with at least a few personas. Here are a couple of examples:

Buyer Persona Examples

Once you have at least a few, identify what you think is important to each group and what their pain points are. If you want, ask them—either in person or by creating a simple survey in Google Forms or another free tool.

Next, define what sets you apart. And don’t be shy.


iStock.com/damedeeso

Puff out that chest a little as you think of your strengths, skills and specialties.

The goal is to stand out from your competition.

As you sit down to (simply) articulate the value you offer to potential clients in a sentence or two, remember to always tie it back to them by telling them how they’ll benefit from it.

Here are a few things to include:

 Strengths: List your skills and then pick a few that will resonate most with your audience.

  Specialties: Do you specialize in a specific type of property or connect with a particular type of buyer?

  Differentiator: What do you do for your clients that other agents don't?

And when you’re done, shout it from the rooftops! Or highlight it in each and every piece of marketing material you put out. Whatever floats your boat.

Now you’re all set to craft one of your most valuable marketing assets—your bio.

Now that you know your audience, what’s important to them, and what sets you apart from other agents, it’s time to perfect your bio.

You want to strike an emotional connection, highlight your professional experience, and just be authentic, amazing you. All within 300 words or less.

Here are a few tips:

 Tell a story: People  stories and if you tell a good one, it’ll make you memorable. Start with why you do what you do and the path that led you to real estate.

 Showcase your skills and knowledge: Only include your most impressive achievements. And if you're new to real estate, include your brokerage stats and tie your past work experience back to real estate (e.g. if you worked in sales, highlight your negotiation skills).

 Stand out from the crowd: You nailed this down in the previous step. (Look at you—already ahead of the game.)

If you want more help crafting your bio, check out this 3-minute read.

And when you're done writing it, be sure to update it on your personal and company websites, real estate search websites, social media, and anywhere else it appears across the web.


With these 3 steps, you’re well on your way to building a brand that’s going to resonate with your target audience.

Check out our recent infographic on "Cutting Through the Digital Noise" to learn why consistent brand exposure is more important than ever. And stay tuned for Part 2, where we’ll talk visuals, consistency, nailing it online and how to get your brand in front of serious buyers!

1 Red Crow Marketing, 2015

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