Personal Branding for Real Estate Agents: 6 Tips & Examples
Differentiation is the name of the game when working in real estate. Your offerings can easily get lost in the noise. While the latest NAR statistics show home sales dipped slightly (0.2%) in August 2025, the organization's chief economist suggests declining mortgage rates and more inventory should boost listings later in the year.
How can real estate professionals stand out when that boost arrives?
One major advantage is personal branding for real estate agents. When realtors and agents build a brand around their work persona, they can boost their sphere of influence in real estate circles and connect with more people in their community. This primary differentiator from other sellers in their real estate market ensures more of the right clients come your way.
Personal branding is an umbrella term for a combination of tactics to market yourself. How can you get started?
Creating an effective personal brand means understanding what it can do for you and what actually works.
Why invest in personal branding as a realtor
Every market's crowded with realtors and agents. Without strong branding, you're just another name on a sign.
"Recent industry data shows virtual tours are now mission‑critical: 62% of U.S. buyers say a virtual tour is the single most important factor influencing their decision, and 71% of home shoppers report they would make an offer after viewing a 3D tour — proof that including immersive tours in your marketing drives qualified leads and faster decisions." — Ben Goldberg, Senior Account Executive, Matterport | Add Life to Every Listing
Yes, unique offerings like 3D tours can bring in more leads and speed up decisions. But that's just the beginning.
Attract qualified buyers
Buying real estate is out of reach for many aspiring homeowners due to high mortgage rates (partially driven by inflation), high home prices, and record-low housing inventory.
The pool of buyers has shrunk as a result, so real estate pros need a competitive edge to bring the right buyers to their listings. Realtors and agents need to cast a wider net as a result.
When vetting real estate pros, buyers and sellers are more likely to choose someone who has a great reputation and is seasoned in their specific needs and niche. Communicating your expertise and experience with personal branding means you can position yourself as a pro who can meet a client’s unique requirements.
Win more listings
The industry has shifted housing inventory remains at historic lows. That means fewer listings to go around in an ever-growing pool of realtors and real estate agents. That means you’ll need to stand out from other real estate agents in your area.
Personal branding for real estate agents can help you achieve that. Buyers and sellers want someone with name recognition, a proven track record, and a deep Rolodex—and the right branding can communicate your relevant experience and give you that competitive edge you need to get more listings.
More efficient time and budget allocation
Thanks to inflation, the cost of almost everything has increased—and that includes marketing expenses. Real estate agents and realtors have finite time and marketing dollars, so their efforts need to be targeted. That’s why investing in personal branding is an effective choice.
Personal branding allows real estate pros to target specific audiences that match their expertise with clear, tailored messaging. They can market on the platforms and places where their specific clientele hang out. This targeted approach makes it easier for realtors and agents to save time, and stay on budget while attracting the right kind of high-quality leads.
Elements of a strong real estate agent branding campaign
A successful real estate personal branding campaign will look a little different for everyone. However, strong campaigns will include some common elements, including:
An authentic persona
Discerning audiences can sniff out when a real estate pro is being disingenuous—and hiding behind a facade is a serious turnoff. That applies whether they’re meeting you in person or reviewing your brand identity online. Show off your personality and experience when building your brand.
Authenticity is a sturdy bridge of credibility to your audience. When you allow your personality, values, and expertise to shine in your personal branding, it’s far easier for prospective clients to cross that bridge because your authenticity will build trust. In fact, roughly 7 in 10 US (opens PDF) adults either strongly (19%) or somewhat (50%) prefer to buy from brands with whom they have shared values.
For example, Alex Young of the Bow Tie Group out of Wisconsin shows off his personality in his email signature. This playfulness communicates that he’s approachable and might even be fun to work with.
Quality real estate marketing materials
Your marketing materials will be the workhorse of your personal branding. Getting this right matters.
Your usual suspects when it comes to marketing materials include:
Business cards, either physical or digital, help keep your information at hand.
A website/landing page lets potential leads revisit more in-depth information about you.
Pamphlets/flyers/brochures helps build brand awareness in your local area.
Branded social channel profiles helps build brand awareness online.
Yard signs highlight your brand to potential leads at open houses or passerby’s.
Direct mail postcards can help keep your personal brand top-of-mind over time.
Newsletters help keep your roster of clients updated about real estate news in your area.
Real estate listings connect your personal brand to each property you represent.
These are the typical tools in every agent’s arsenal, so you’ll need to customize yours to make your materials special. That’s where Matterport can help.
“When you partner with Matterport, you can create a wealth of high-quality visuals for your marketing assets from a single digital twin. From one three-dimensional scan of a property, you can extract an intuitive virtual tour, high-resolution 4K images, 360-degree panoramas, schematic floor plans, and even add Tags to leave notes to point out specific features of interest.”
With all these features at your disposal, you can bring properties to life in your marketing materials in a way that photos alone simply can’t. The proof is in the results: Matterport digital twins have been shown to increase sales by 14%, shorten time-on-market, and increase the amount of time people spend on your site threefold.
Genuine tips for home sellers or buyers
Being genuinely helpful is a great foundation for real estate agent personal branding. When you provide advice and tips to buyers and sellers, you establish yourself as an expert in your niche and increase your visibility in your community as a trusted resource.
You can share your pro tips in a variety of ways, including:
Write blog posts answering frequently asked questions
Respond to questions posted on social media channels
Create video tutorials
Appear as a guest on real estate industry podcasts (or start a podcast of your own)
An example is realtor Kathy Fettke, who shares her expertise on investing in real estate via her podcast “Real Estate News for Investors,” along with sharing her knowledge in webinars, books, articles, and more.
How to brand yourself as a real estate agent
For a real estate agent to build their personal brand, it is essential to find the best ways to establish credibility, attract more clients, and come up with a marketing strategy that will help them stand out in a competitive market. Here are 6 best practices that help build a strong personal brand and a successful real estate career:
1. Identify your unique strengths
The first step to building your real estate agent personal branding is to start with a little self-reflection. Sit down and assess your unique skills and experience. Where do you shine most as a real estate pro?
When you create a list of the strengths that set you apart from other realtors and agents, highlight the top ones in your personal branding. Some of these distinct qualities might include experience in a specific niche, knowing a particular neighborhood well, your negotiation skills, or an aspect of your personality.
For example, the real estate pros Epitome of Real Estate in Columbia, SC, specializes in the rent-to-own niche, which they prominently highlight on their homepage.
2. Understand your target audience
Your next step is to figure out your ideal clientele. What kind of buyer/seller do you want to attract, and what’s most important to them?
You'll need to do your homework here. Study your market. What are some common qualities of buyers and sellers in your area? If you plan to target a niche (like first-time homebuyers or rent-to-own homes, mentioned above), how can you cater to the unique needs of that corner of the market?
To nail down your target audience, you can:
Identify the demographics of your ideal buyer/seller
Examine your current client base to outline their needs, preferred services, and pain points
Conduct market research
Build a buyer persona and then test it
Know your audience, and the branding follows naturally.
3. Craft a brand statement
Now that you understand your ideal clientele, you have a strong idea of what’s important to them. You can tailor your messaging to resonate with your target audience.
Start with a brand statement. Think of it as your elevator pitch—who you are and why clients should care. This is when you’ll incorporate those unique strengths you previously identified.
For example, Ben Kinney Companies offers a series of brief points about the value the real estate team offers that sets it apart.
4. Keep your marketing toolkit up to date
With your brand defined, it's time to choose real estate marketing tools that keep your message consistent everywhere.
Beyond your agent website and social channels, use branded 3D tours to make every interaction feel ‘you.’ Business Card and Quick Link keep your name, photo, and CTAs front-and-center inside each tour, while Compass and Minimap make navigation intuitive—so prospects stay engaged and remember your experience.
You can manage media, share assets, and view analytics in one place with Matterport to demonstrate brand reach and refine what resonates with your audience.
Matterport also has new AI-powered automations now tie directly to brand consistency and speed:
Automatic Measurements (including ceiling heights) generate specs instantly for every room. This feature is great for accurate, on-brand feature sheets and fewer manual errors.
AI-generated property descriptions produce SEO-friendly copy in the tone and length you choose. From there, you can lightly edit to maintain a consistent branded voice.
Defurnish removes visual clutter to help buyers imagine their own style and layout. This feature is perfect for when your brand emphasizes clean, modern presentation.
As highlighted in our Add Life to Every Listing webinar:
“We introduced property intelligence that enables property layout on every Matterport 3D tour — buyers can get accurate room measurements automatically (including ceiling heights). We also launched property descriptions that use our AI engine to craft short or long descriptions, and a Defurnish feature that automatically removes furnishings to show the raw space.” — Mike Montgomery, VP/GM Promote Solution, Matterport
Packaged together, these tools help you present a polished, unmistakably branded experience—from the first click to the signed contract.
5. Make your listings accessible
Listings are how you show off and share the properties in your portfolio. Potential buyers need to easily access those listings and glean all the information they can from them.
That’s why you’ll need the right tools to enhance and share your listings. For example, Matterport's 3D virtual tours and interactive floor plans allow buyers to explore properties remotely and get a comprehensive understanding of the space. This form of an intuitive 3D scan of a property is a powerful feature that allows clients to tour every inch of a home.
Clients love getting granular this way when viewing a property online. Almost all (95%) buyers are more likely to call when a listing has a virtual tour. Give them the option of a robust virtual walkthrough with a digital twin.
It’s also easy to share these high-tech listings with clients on just about any platform—you can embed videos on your site, share a link to a specific property on social media or via email, and publish your listing to portals like Homes.com in a single click.
By providing this level of accessibility, you can attract more interested buyers and increase the chances of closing a sale. Better listings drum up more business for real estate pros—after all, 74% of agents using Matterport win more listings.
6. Network within the community
Connecting with other industry pros, businesses, and residents in your community is a powerful way to solidify your personal brand and spread the word about your services. The old adage that “real estate is a relationship business,” while cliché, proves true when you witness how effective networking can be.
Being active in your community can lead to better name recognition and referrals. Some ways to network in your community include:
Attend industry conferences and meetups
Join real estate business associations
Attend local business events (think Chamber of Commerce and Rotary Club)
Go to community events
Appear on local media
Engage with community members on social media
For example, you can share interactive versions of your properties’ digital twins with local house hunters on Instagram and Facebook. You can speed up sales and get in front of new clients with this kind of high-tech online networking (with a little help from Matterport, of course).
One team doing this well is Beth and Ryan Waller, a real estate agent out of Guelph, Canada. This duo regularly appears at community events and on local media, including a weekly radio show to discuss real estate in the area.
Power move: How to implement 3D tours for personal branding
Matterport digital twins can help improve both your property listings and personal branding thanks to features such as Business Card, Tags, and more. But how do you create them?
The process is fairly simple:
Evaluate the property for suitability (simpler navigation works best).
Set up your capture device (smartphone, Pro2, or Pro3 camera).
Move through each room, capturing the space and flow.
Upload the captures to Matterport and use add-on features for personal branding touches.
For the second step, there are a few options to choose from—these options will most likely depend on your budget:
