How to Build a Personal Brand as a New Real Estate Agent

First things first: know who you’re talking to. Are most buyers in your area young professionals looking for condos, or families searching for their forever homes?

When you understand who your clients are, you can tailor your messaging to their specific needs. Anticipating what they want—whether it’s walkable neighborhoods, larger backyards, or quick access to transit—helps you present yourself as someone who truly gets it. That’s how you position yourself as an expert, even if you’re new to the industry.

Your brand should feel like you. Lean into your strengths and personality instead of trying to copy someone else’s style. Maybe you’re naturally funny, maybe you’re a great storyteller, or maybe you love crunching numbers and explaining the market in plain language.

Whatever it is, highlight it! When it comes to sharing your brand, pick the platforms you actually enjoy using. If you like short videos, TikTok or Instagram Reels might be your best bet. If you’re more of a writer, start with a blog or LinkedIn updates. Being authentic makes your brand much easier to sustain over the long term.

Consistency is where the magic happens. Whether it’s weekly social media posts, monthly newsletters, or video tours, show up regularly so people remember you. And don’t forget about your visuals—your headshot, color scheme, and overall style should look cohesive across your website, social channels, and print materials. That polished consistency helps build trust and makes your brand instantly recognizable.