In the 464th episode of the Mail Right Show, Jonathan Denwood and Robert Newman discussed the fundamental branding strategies that real estate agents should focus on in 2025. Robert Newman, the founder and CEO of Inbound REM, brings over a decade of experience in real estate search engine optimization. Meanwhile, Jonathan Denwood is the founder and CEO of Mail Right, a platform that combines various digital tools into one user-friendly package. The episode provided actionable insights on how agents can refine their branding by understanding their audience, developing a clear message, and maintaining consistency. Branding is not just about logos and slogans but about how agents present themselves and connect with potential clients meaningfully.
Understanding Your Target Audience
A crucial first step in branding is knowing exactly who your ideal clients are; research plays an important role in this process. Agents should gather local demographic data, such as age, income levels, and ethnic backgrounds, which can often be obtained from city or state records. Simple online searches, like looking up “Van Nuys demographics,” can also provide helpful insights into the community. Beyond data, direct engagement with the local population is highly recommended. Attending neighborhood events, school meetings, or PTA gatherings allows agents to have real conversations with potential clients. Asking questions like, “Are you planning to buy a house?” or “What concerns do you have about the market?” helps agents tailor their branding to address the client’s actual needs.
Personal Brand vs. Lifestyle Brand
There are differences between a personal and a lifestyle brand, and the most successful real estate branding combines elements of both. A personal brand is built around an agent’s unique qualities, values, and professional expertise. For example, openly discussing individual challenges, such as overcoming dyslexia or maintaining sobriety, can make an agent more relatable and trustworthy. On the other hand, a lifestyle brand incorporates personal interests, such as surfing, skiing, or even frequently featuring pets in marketing materials. Some top-performing agents have successfully integrated their pets into their branding, making their business more personable. The important thing is agents should feel comfortable letting people see who they truly are, as authenticity helps build stronger connections with clients.
Establishing Core Values
A strong brand is built on clear core values guiding an agent’s business. These values should go beyond just making money—they should reflect principles that clients will appreciate, such as reliability, hard work, and honesty. Some agents prioritize punctuality, responsiveness, and going the extra mile for their clients. One major issue in the industry is inconsistency, with some agents failing to attend appointments or follow through on commitments. Agents who make dependability a core part of their brand stand out in a market where many competitors take a more casual approach.
Identifying Your Unique Offer
To create a unique offer in a highly competitive market, agents must differentiate themselves by offering something different from their competitors. Many agents mistakenly believe their negotiation skills or basic services are enough to stand out, but in reality, nearly all agents provide the same fundamental offer. Instead, agents should identify a niche or specialty that aligns with their strengths and their target audience’s needs. For example, some luxury agents in Beverly Hills focus on providing a concierge-level experience, accompanying clients to exclusive events, and offering white-glove service throughout the buying or selling process. Others might specialize in relocation services, first-time homebuyers, or investment properties. The key is to find something within the long list of services agents provide—some lists include up to 184 different tasks—and excel in that area.
The Importance of Consistency
Consistency is one of the most critical factors in successful branding. Agents who show up reliably—whether for client meetings, marketing efforts, or daily business operations—build trust and recognition over time. Many agents struggle with maintaining consistency, especially when market conditions change. Some agents who earn high incomes during booming markets may resist putting in the same effort when sales slow down. However, those who remain disciplined and continue delivering high-quality service gain long-term loyalty and market share. Consistency also applies to branding efforts, such as maintaining a steady social media presence, sending regular market updates, and ensuring every client interaction reflects the agent’s professional standards.
Branding is not just about flashy marketing—it’s about delivering real value and building trust. Agents should avoid overcomplicating their branding strategy and instead focus on key elements: knowing their audience, being authentic, upholding strong values, offering something unique, and staying consistent. While some agents may try to project a glamorous image, the most successful ones often succeed through hard work, attention to detail, and a deep commitment to their clients. Thus, agents can create a brand that attracts clients and sustains their business through changing market conditions.
