It goes without saying that marketing is vital to any business and can be the deciding factor between ho-hum and amazing. But real estate marketing demands an additional facet. This is truly a profession where relationship-building takes center stage. But wait, there’s more. Lots mores. In addition to being well-liked, the ability to navigate a mountain of legal forms, deadlines, and industry best practices separates the amateur from the successful veteran. A truly great agent is able to juggle an impressive array of balls without missing a beat. This combination of relationship savvy, industry know-how and impeccable timing will create a brand worthy of notice. And for some extra tips, here’s how to bolster your brand in 2025:
MAKE IT ABOUT THEM
Marketing that brings results focuses on what your clients want. What do they need? How can you help them? Some quick examples are answering your phone, being available to meet, and providing market insights tailored to your specific area or neighborhood. Addressing real needs in your community, from food drives to weather tips to local business highlights will keep you top of mind. Remember: it’s not about you. It’s about your clients. It’s about customer experience. And all your marketing should reflect this important distinction.
FIND YOUR NICHE
Don’t try to be good at everything, and don’t try to cover every area around you. Remember the saying, “A jack of all trades is a master of none.” Develop your specialty and double-down on it. Whether it’s wineries, townhomes or first-time buyers, zero in on your passion and be the best you can be at it.
PERSONAL CONNECTION
Use your extra-curricular activities and hobbies to connect with a group of people who have the same interests. It could be girl scouts, high school football, running 10ks, yoga or ceramics. It’s easy to connect with folks when you share an interest. The best way to develop new and better relationships is to spend time with people doing things you both like.
BE AVAILABLE
There is a lot of emphasis these days on “work-life balance.” Unfortunately, whoever made up that term was not familiar with the demands of real estate. Expect to work evenings, weekends and holidays or whenever your business demands it. Make answering your phone a number one priority. Get back to people as soon as you can. Make yourself available. This will separate you from 80% of the agents out there.
FOLLOW-UP IS EVERYTHING
Have you been working with a few clients for several years and you’re beginning to think they’ll never make a move? Don’t give up. Some of your best relationships will take years to cultivate and bring to fruition. Put them on a drip system: Make sure they get your emailed newsletter, your postcards, and a personal call from you once or twice a quarter. When they are finally ready to buy a new home or list the one they’re in, you will be the first agent they think of. The key to a successful drip program is an ever-rotating wave of clients needing your services. This will keep your business doing business all the time.
CHOOSE A BROKERAGE THAT ALIGNS WITH YOUR BRAND
The brokerage you choose to hang your license with should reflect the values of your personal business brand. If you spend your time in the world of luxury homes, make sure the brokerage you work with has reputation credibility in that category. Different brokerages provide different flavors that will cater–or not–to your niche. Make sure your niche and the specialty of your brokerage are aligned so you can have the most powerful impact when it comes to your brand.
EMBRACE THE NEW RULES
This past year has brought an enormous amount of change to the real estate industry. It has not been “business as usual.” Make sure you’re adept at incorporating the new industry standards into your business. Working with buyers, managing an open house, and listing presentations have all been impacted by the commission litigation that’s led to the NAR settlement in August 2024. Don’t let this be a stumbling block. Get good at the new procedures and continue to bring your highest level of professionalism to all you do.