Building Your Personal Brand in the World of Luxury Real Estate

the InstituteAll, Become a Luxury Professional, Luxury Home Marketing Tips, Luxury Lifestyles, Networking Tips, Uncategorized 2 Comments

A personal brand, in today’s world of business, is one of the most influential tools to use when marketing yourself as a professional. Building your personal brand doesn’t have to be a complicated drawn out process, but instead should be a reflection of who you are and what you have to offer.

In the Luxury Real Estate market, it is important to establish your personal brand so that other agents and potential clients get a sense of who you are. Your personal brand is crucial to helping you stand out among other real estate professionals and to building trusted relationships with your clients.

What is your personal brand and how do you discover it?

While discovering your personal brand is a different journey for everyone, the initial step is to really reflect on who you are at your core. Ask yourself questions such as, “What is the foundation of my beliefs about life, people, spirituality, and my profession.” This will help establish your baseline for your personal brand. Next, you have to think about the future of your brand. Who do you aspire to be in 5 or 10 years? What do you hope to accomplish in your profession and personal life? Asking future-focused questions will help keep your brand on track as you continue to learn and grow over the next months and years.

You should revisit questions about your brand, who you are currently and where you want to be, frequently so that you can keep a good assessment and make sure you are accurately portraying and building your brand.

Your personal brand is not only about reflecting inward, but outward as well. Pay attention to how you connect with others, what components do your closest business and personal relationships have, and how are you best at serving others? In the market of luxury real estate, knowing how you can best connect with and serve your clients will have a major impact on your success. This all starts with your personal brand.

Personal Connection is Key

In today’s digital age, potential clients are being consistently shown advertisements and sponsored posts from hundreds to thousands of different brands per day. Often times, brands wonder why they aren’t having as much success across social platforms as many influencers and people are today. The world has shifted from once trusting brands and companies to now trusting the people that wear, follow, and promote the brand. For example, a clothing brands’ Instagram may have 50 thousand followers and get very little engagement or connection on their posts. If an influencer with 10 thousand engaged followers posts a photo wearing clothing from the same brand and brags to their followers about how much they love it, the photo is not only proven to get higher engagement and reach overall but also to result in more sales for the clothing company as well.

This alone, and the millions of influencers on social media, reiterates how important and even crucial your personal brand is in order to create real-life connections.

The world of luxury is no longer focused solely on who someone is or how popular the brand is. Customers want actual connections and to feel as if they can relate. It’s extremely important in the luxury real estate market to establish your personal brand early on so that you can build a trusted reputation and lasting relationships with your clients and other real estate professionals.

Market Yourself Accordingly

Be aware of how you want to be seen in the real estate world and market yourself accordingly. Across the board, to both customers and other agents, you want your personal brand to remain consistent. It is important to know what you are able to do well and what sets you apart in the real estate world and to really focus on making those aspects an obvious part of your brand.

Everything you say, online or in person, how responsive and timely you are with clients, or even how social and well connected you are with other professionals reflects on your personal brand. What you are marketing could always be seen by a potential client, so make sure that you are staying true to yourself and your personal brand on social media and in person.

Lastly, remember that as you grow, your career and personal brand will also grow. It is okay to evolve and add new elements to your work. This will happen organically and naturally if you stay true to who you are and stick to your strengths.   


  1. Great article, I found it both helpful and interesting. Thanks for sharing. I was thinking about new construction and how sometimes technology packages catch a buyer’s attention and they forget about looking for energy-efficient homes too. Utility savings can pay for those features. Home buyers should know this info too.

    Kurt Grosse

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