On this 288th episode of my Monday Morning Pep Talk, I’m going to simplify what most real estate advisors overcomplicate: personal branding and marketing. This isn’t about becoming an influencer or chasing likes. It’s about creating visibility in how you show up for your business, your current clients, and your future introductions. In this episode, I’m breaking down why marketing isn’t just for lead generation. It’s how you retain clients, stay relevant, and convert warm introductions into relationships that drive revenue. It’s your insurance policy in a business that rewards trust and reputation.
Before I jump into today’s call, I want to remind you of my purpose: to help you, the full-service, full-fee Advisor, become more productive and more fulfilled. Because happy advisors sell more real estate. Listen in like we’re one-on-one—this is your coaching session.
Let’s get something straight: having a personal brand in today’s real estate economy is no longer optional. According to a national study from Brand Builders Group, 74% of respondents are more likely to trust someone who has an established personal brand, and that number jumps to 84% among Older Millennials (ages 35-44). In addition, 67% of all respondents say they’d spend more with someone whose personal brand aligns with their values. That means your personal brand doesn’t just help you get found. It helps you get hired, referred, and remembered. Ultimately, Brand Builders Group found that respondents defined a personal brand as someone who is recognizable. That’s it. It’s that simple.
When you think about your marketing, stop thinking only about attracting strangers. Your best business still comes from the people who already know you, like you, trust you, and talk about you behind your back—in a good way. Here’s the deal: just because they know you doesn’t mean they remember what you do, how you do it, or what makes you different from the next agent in their feed. That’s why consistent branding matters. It’s not about being everywhere. It’s about being somewhere consistently, with a recognizable message and tone that people understand and connect with.
When done right, your personal marketing becomes a multiplier. It helps you:
-
Stay top-of-mind so your clients don’t forget how good you are.
-
Create a professional presence that reinforces your expertise.
-
Convert introductions into active clients because your marketing has already done the heavy lifting of establishing trust.
You don’t need a huge following. You don’t need to be a content machine. You just need to be visible, relevant, and intentional. Your brand is what people say about you when you’re not in the room. Your marketing is what reminds them to keep saying it.
3 Projects to Elevate Your Personal Brand This Week
Audit Your Digital First Impression
-
Google your name.
-
Look at your LinkedIn, Instagram, and website bios.
-
Do they clearly say who you serve, what you do, and why someone should trust you?
Study the Pros
-
Identify 5–10 real estate advisors with a similar client profile and business model who are doing personal branding and marketing right.
-
Search them. Where do they post their content? (Instagram, Facebook, LinkedIn, YouTube)
-
Study their content rhythm, visual identity, messaging tone, and value delivery.
-
Don’t copy. Rather, model others. Look for patterns, not posts. Let their consistency and intentionality guide your own approach.
Build a Weekly Marketing Rhythm
-
One market update or “Just Sold” post
-
One behind-the-scenes or personal post
-
One client success story or testimonial
-
Rotate this rhythm weekly and commit for 90 days
To wrap up, I want to tie this back to a framework that is core to everything I teach: the Take Flight Sales Funnel. Your personal brand and marketing efforts live at the top of the funnel where they create awareness and initiate momentum. To reach critical mass in your business, all three phases must be firing:
Lead Generation & Marketing
Standard Operating Procedures
CRM & Relationship Management
If your marketing is strong but your execution is sloppy, you’ll lose trust. If your systems are dialed but no one’s hearing from you online, your pipeline dries up. And if you neglect your relationships after the sale, you lose repeat business and referrals. The Take Flight funnel only works when all three parts operate in sync. That’s how you build real momentum and sustain it.
I've included a PDF of the Take Flight Sales Funnel in this week's email; click here to download it. You’ll immediately see the importance of having a strategy around your personal brand and marketing.
