I’m a big fan of reality TV, especially the Real Housewives franchise. One of my favorite moments came during Season 7, Episode 14 of Real Housewives of New York (for the record, my current ranking is OC, SLC, BH, NYC, ATL and then the rest in no particular order). While on vacation, one of the Housewives calls liquor mogul Bethenny Frankel a know-it-all and Bethenny agrees: “Maybe I do know it all.”
While I admire Bethenny’s confidence, I know and you know that nobody actually knows it all. Although some people like to pretend they are experts at everything, in reality, specialization is usually better than generalization, and it’s always a good idea to reach out to someone who knows more than you when they’re available.
That’s why I love sharing insights from true experts in their field rather than trying to pretend that I know everything about real estate marketing, branding, PR and media. One of the experts I quote all the time and with whom I’ve collaborated extensively is Co-Communications President and CEO Stacey Cohen. She’s not only a friend; she’s a true visionary with an in-depth understanding of the way branding can and should be personalized, especially for entrepreneurs and real estate agents.
Cohen is currently working on a series of books around the topic of branding. Her first, Brand Up: The Ultimate Playbook for College & Career Success, focuses on how high school and college students can take control of their online presence from the start while developing the real world skills that will translate into academic and professional achievement.
Now, her second book is out; Brand Up 2.0: Propel Your Early Career Success helps early career professionals lay the groundwork for achievement, with insights on networking, interviewing, salary negotiation, and entrepreneurship.
We all know that real estate these days is not for the faint of heart, and I think a lot about how younger agents can set themselves up for success in a truly challenging market and an ever-changing professional landscape. I reached out to Stacey for insights I could share that would help guide you or your favorite younger agent in developing a brand that will stand the test of time — and bring new clients into your sphere of influence — and she graciously responded with the following tips for new residential real estate agents, inspired by the principles in Brand Up 2.0.
Building a standout personal brand
Develop your unique value proposition (UVP): You must answer the million-dollar question: “Why choose you?”
Your brand is your greatest asset; make it work for you! Identify what sets you apart, whether it's market knowledge, negotiation skills, or community expertise.
Carve out a niche (e.g., luxury homes, first-time buyers, or investment properties) and establish yourself as the go-to expert. Own it with clear, consistent messaging that makes you unforgettable.
Create a uniquely Me statement: This is your elevator pitch: a concise (10 words or less), compelling blurb that helps you stand out and be memorable. It's similar to a tagline or slogan.
For instance, “Turning listings into lifestyles, one home at a time,” showcases the agent's expertise, personalized approach, dedication, and client focus. Like any good marketing phrase, it should appear across key touchpoints, including your website bio, LinkedIn headline, email signature, business card, and networking event intros.
Read more: 7 secrets to writing your real estate bio
Invest in professional branding: Use high-quality headshots, consistent color themes, and a memorable logo to elevate your brand. First impressions matter — make yours professional to stand out in a crowded market and build trust from day one.
Own your online presence: With 6.3 million Google searches per minute, potential clients will Google you — make sure they like what they see. Your website and social media profiles should be professional, engaging, and consistent. Post market insights, client success stories, and behind-the-scenes content to position yourself as an industry expert.
Mastering networking and relationships
Build relationships, not just transactions: Focus on trust and long-term connections with clients rather than one-time deals. These relationships can lead to more referrals and enhance your value to clients. Networking isn't just about collecting contacts — it's about building relationships!
Build win-win collaborations: Collaborate with mortgage brokers, home stagers, and interior designers to expand your network. Attend industry events, join local business groups, and stay engaged with your sphere of influence. Quality connections lead to referrals and long-term success.
Be active in your community: People prefer to work with agents who are engaged in the local market. Attend community events, sponsor local initiatives, and position yourself as the go-to neighborhood expert.
Marketing that delivers
Master the art of storytelling: Every property has a story — highlight what makes each listing unique rather than just listing facts. Use descriptive language and client success stories to make your brand memorable and relatable.
Social media: Your power play: Leverage social media to build authority by sharing market updates, homebuying tips, and behind-the-scenes content. Posting valuable content on Instagram, Facebook, and TikTok boosts credibility.
Video marketing should be a top priority — short-form clips, virtual tours, and client testimonials drive engagement and trust. Yet, only 9 percent of agents create listing videos, leaving a huge opportunity for those who do.
The majority of homeowners (73 percent) prefer agents who use video, and listings with videos get 403 percent more inquiries, making it a powerful differentiator (NAR).
Perfect your listing presentations: Communicate a clear, data-backed marketing strategy to sellers, showing how you'll get top dollar.
Mindset and growth for long-term success
Commit to lifelong learning: Stay ahead, whether it's through real estate courses, industry conferences, or sales training. The more knowledge and skills you gain, the more confident and effective you'll be.
Develop a growth mindset: Real estate is competitive, so embrace setbacks as learning opportunities and keep pushing forward. Instead of dwelling on setbacks, learn from them, refine your approach, and stay committed to improving your skills and strategies.
Read more: 50 ways to raise your vibration
Prioritize client experience: Word-of-mouth referrals are gold in real estate. Go above and beyond for your clients by providing first-rate service, clear communication, and thoughtful touches, such as personalized closing gifts. Happy clients will bring you more business.
Follow up with purpose: Consistently check in with leads, past clients, and referral sources — not just when you need something. Staying top-of-mind ensures clients come to you when they're ready to buy or sell. Use CRM tools to keep track of leads, send personalized check-ins, and nurture long-term relationships.
Remember, this is a marathon, not a sprint. If you’re just starting out as a real estate agent, commit to one or two things — perhaps a branding concept and development of an updated and growing CRM — then continue to add new contacts, strategies and marketing channels over time. When in doubt, get out of the office and go somewhere to have conversations and meet people, whether it’s a local neighborhood event or a Young Professionals meeting at the local Realtor association.
Never let a day go by without doing something to move forward. Consistent action will help you develop a sense of accomplishment and control, and you’ll soon find yourself feeling better about your business and your professional growth.
If you’re already an established agent or broker, have conversations with younger agents. Be a mentor. Share resources (like this article). Simply befriend someone who’s just starting out. They’re the future of the industry you love, and they need your wisdom.
Don’t come from a place of “knowing it all.” Come from a place of care and compassion and develop those relationships.
Who knows? You might just learn something new in the process that will reinvigorate your own brand and business.