real estate marketing

Branding for Real Estate Agents and Agencies, How to Stand Out

With the current economy, the housing and real estate market has been a topic of conversation for many potential buyers and sellers. Individuals are looking for agents they can trust. This is where branding matters.

With the saturated real estate industry, it is difficult to stand out. Everyone is competing for attention. The challenge is to develop a unique brand that can emerge above the noise. It is forming a brand that illustrates who you are and your goals.

Branding is difficult when you lack an understanding of what your goals are and who you are trying to reach. You need to know how to brand yourself as a realtor.

Why Branding is Important in Real Estate

As a real estate agent, you are creating a personal brand as much as a business one. Potential buyers and sellers look for someone trustworthy, honest, and who provides results. The question is how do you convey that to encourage potential clients to reach out?

With the wave of media, everyone is competing for attention. The amount of content published makes everything look similar and stirs up unoriginality. The amount of content paired with shortening attention spans means there is one problem you are trying to solve… how do you stand out?

The answer lies in branding yourself effectively. Branding focuses on the perception that you want your ideal clients to have of you. Regarding real estate branding, you want to show integrity, knowledge, trust, and confidence. Many elements work together to showcase your brand including logo, fonts, and colors. 

Branding is about communicating your story including your mission, vision, and values in a way that allows others to understand who you are. While convincing others of who you are, you are fighting for their attention.

Creating a cohesive brand takes hard work to ensure that every aspect delivered fits who you are as a real estate agent. Now is the time to make serious efforts 

How to Brand Your Real Estate Business

Before getting into the fun design portion of the process, you need to know who you are.

Research Examples of Successful Real Estate Agents

Viewing examples of successful real estate businesses or agents is meant to show inspiration on what works and what doesn’t. Look for what social posts do the best. Are there trends in logos, colors, or words being used? Do audiences like photos, videos, or graphics best? This is to gather helpful information to guide your branding process.

Remember, this is only to gather inspiration, not to be a copycat. With the saturated market, you need to do what is working and then some. Always be thinking of ways you can stand out and differentiate yourself. Rule of thumb: don’t be like everyone else. 

Define Your Mission, Vision, and Values

This is your foundation. These statements describe who you are in a few words. While they seem simple, it can be a time-consuming process to discover the right words to portray everything and anything about your brand. Allow this to be a step that begins the rest of the branding process

Find your Audience

Once you establish who you are, it is time to evaluate who you want to reach. If you could describe your ideal client, who would it be? No detail is too small. Creating a persona opens a more specific tunnel we can focus on targeting throughout marketing efforts. Have there been clients in the past who you have enjoyed working with? What makes them all similar? 

A way to create your specific ideal market is to continue to ask the question, which one of those? The purpose of the question is to get as specific as possible.

Cater Message to your Target Audience

When you establish who your audience is, it is important to target your messages to them. Someone who is 50 might prefer a different message than someone who is 21. Your audience will influence your decision as you try to appear relevant to them. Whether that means simple photos, more text, or reel-heavy, build your branding and marketing efforts around your target audience. 

Build Consistency. Be Recognizable.

The entire process of branding is to build consistency. A cohesive look brings a professional, thought-out undertone that speaks volumes without having to say anything at all. Consistency comes from your logo, colors, and fonts. Your brand dictionary and specific word choices can also advance your understanding of who you are. Whatever you decide to do, stick with it. 

Launch your Marketing Efforts

Once you establish the components of your brand, it is vital to showcase them to the world or at least your geographic area. You want your efforts to be seen both on social and in search. Social refers to any social media platform where you have a media presence. Create posts focused on what your customers want/need. To grow search, have an appealing, SEO-focused website, and be easily navigatable. 

Anything that is published or shared needs to fit within the branding parameters set. Whether that is search or social content, start implementing your branding choices today to enhance your real estate business.

Branding Services Realtors Need

If you are starting from wanting a fresh start or a brand refresh, we recommend outsourcing these services to ensure you have professionals who know how to successfully build your brand.

Brand Identity

Through research, creativity, and passion, you want to capture your unique essence that will shine through all the noise. Developing your brand identity involves many aspects including name development, style guide, message map, mission statement, and more. It is establishing who you are visually and vocally.

Business Card Design

We recommend real estate agents have a business card they can hand out at any show, real estate event, or anywhere acceptable. It can be an easy way to get your name out there and give people a tangible way to remember your contact information. This is a simple design element that can carry a lot of impact.

Email Signature

Another additional component that can tie your brand together is an email signature. This staple ensures any email you send or reply to portrays a similar feel. It is the little things that can hold a huge impact.

Logo Design

Your logo is the first touchpoint your audience remembers or notices, so it needs to be compelling and resonate with them. Whether it is an icon or includes typography, it is an opportunity to be bold. 


A quick, simple search is all it takes to find the desired information. Developing or refreshing a website helps to brand your real estate agency further. Your site presents a chance for potential clients to learn more about you, see available listings, offer advice concerning the housing market, and a place to contact you. This can be your central hub for building leads and business.


With the business of your real estate agency, marketing can take a backseat concerning its importance. Marketing is the exact component that builds awareness, grows engagement, and ultimately results in actions from clients.

Email Campaign Management

Within real estate or any industry, email is a vital method to remain in contact with past, current, or potential clients. Consistency with a purpose is the goal. It is critical to track analytics to view how many individuals are opening your emails and see what is most effective.


Whether you are part of a large real estate agency or a small one, photography is one way to take your real estate branding to the next level. Professional photos allow your practice to go up a notch and can influence the way potential clients perceive you. 

Best Real Estate Branding Ideas

There is no formula on how to brand. Throughout to process, there is a lot of trial and error to find what works and what doesn’t. Several ideas have been popular in real estate branding that you can implement today to make a difference.

Use Client’s Stories

It is a known fact that personnel does best. People love seeing pictures of others and love seeing themselves. Ask for feedback, reviews, or experience from your clients to demonstrate what it is like to work directly with you. Whether it’s a graphic or video, find ways to incorporate human touch into your branding.

Build Trust Through Knowledge

In the real estate market, people want information they trust. With the changing economy, individuals search for information about interest rates, buying/selling tips, and more. Stay up-to-date on any relevant data that could build trust and knowledge and make you a leader in the industry. Transparency is vital to your target audience to show who you are and what you know.

Incorporate Video

With the growing trend of TikTok and reels, a video is no longer an option but a necessity. The National Association of Realtors found that 85% of buyers and sellers prefer to work with an agent who offers video marketing. A picture says 1000 words, so how many does a video have? Using video grants the opportunity to envision themselves in the space and see how it feels to move through the listing.

Start Here

At the Edge Agency, the largest industry we serve is real estate. We have dedicated the time and effort to offer results-driven branding that makes you stand out in the heavily concentrated environment.

If you are ready to level up and become a leader in real estate branding, it is time to add The Edge Agency as your partner. Our job is to make you shine. Contact us today, and let us bring your brand to life.