Tami Bonnell, Co-Chair of EXIT Realty Corp. International
Building a strong personal brand and executing effective marketing can feel overwhelming. There’s the temptation to jump to the next trend, try something new, or change direction, particularly for those “I” personalities, but when it comes to marketing and branding, one principle must always lead the way: consistency.
Marketing 101 tells us it takes six to nine repetitions for someone to truly notice a message, and these days with technology always in hand, it’s more like nine to twelve. People consume content fast. If your message is constantly changing, your brand becomes white noise. If you keep it steady: same tone, same values, same look and feel, you start to create something more than content, you build recognition and trust.
This is where tools like the EXIT Realty Marketing Kit shine. It’s simple, consistent, and professional. It gives you a track to run on. Start with that foundation. Show up consistently. As you grow, you’ll discover what feels most authentic and impactful to you, and then you can enhance your marketing to reflect that.
Represent Who You Really Are
One of the biggest marketing mistakes people make is creating advertising that doesn’t reflect who they are or whom they serve. Your branding should represent your authentic self and speak directly to the audience you’re trying to reach. If you’re serving first-time homebuyers, speak their language. Be where they are. Offer guidance that feels approachable and educational. If you’re in the luxury market, your message, imagery, and presence should feel elevated, refined, and aspirational.
Your branding should be a promise so that when people meet you, the experience matches the expectation you’ve created. That’s how trust is built.
Live Your Mission and Let It Guide You
Many professionals have a mission statement written down, but they don’t live it. That mission should guide every piece of your marketing and branding. It’s not just about making a living; it’s about doing meaningful work.
When your work connects to a purpose bigger than profit, it resonates more deeply with your audience. Maybe you donate a portion of every transaction to a local charity. Maybe you help single moms find safe housing. That kind of empathy and alignment with your values creates a magnet for the right clients.
For Newer Professionals: Start Simple and Build
If you’re new to the industry, you might not know your lane yet. That’s okay. You know who you are as a person, but not yet as a professional. Not sure what audience to serve or how to position yourself? Try this:
- Talk to people who know you well. Ask them to describe you in a few words. Their insights may help you discover your unique strengths.
- Look at the data. Where’s the business in your area coming from? Is there a surge in single female buyers? Retirees relocating? Use market insights to narrow your focus.
- Meet with one community leader a week. Business owners, civic leaders, nonprofit directors—learn from their journey. Ask about their start, what they’ve built, and what they see in your community. These conversations can spark incredible ideas and open doors to collaboration and community alignment.
If you remember one thing, let it be this: Add value to every single person you meet. Whether it’s a client, a community leader, or a fellow agent, seek to serve, not sell. Let your life and values show up in your work. There’s a book I love called Your Life Is Your Message, and it perfectly captures this idea. The way you live, the way you serve, and the way you connect with others is your brand.
