In real estate, “branding” is a word people use all the time, without knowing how to use it. A strong brand isn’t just decoration; it’s the reason a consumer chooses you over someone else. And yet in real estate, most agents are getting it wrong.
Instead of building brands that create trust and meaning, agents confuse branding with vibing, content that looks flashy but has no real value. Vibing is the billboard with your production numbers, the Instagram post bragging about your income, the “just sold” selfie.
It’s noise. And worse, it actually pushes clients away by reinforcing the stereotypes people already dislike about real estate agents.
The deeper problem is that agents keep branding themselves around money and production, when the real consumer decision is emotional. People don’t choose Apple because it’s the cheapest phone; they choose it because it makes them feel creative, innovative, part of something bigger. Real estate can do the same. But as long as the message is “look how much I sell,” the public will keep believing agents are overpaid and underdelivering.
How do we go about branding ourselves in a way that connects with consumers? What can we learn from the most successful brands in the world?
We’re joined by branding expert and co-founder of 1000watt, Marc Davison. He shares the difference between branding, marketing, and vibing, and why “selling success” is the worst message an agent can send.
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We want you to thrive, so you’re still in this industry 5 years from now, helping people with the biggest transactions of their lives.
We create every video to help you level up your mindset and skills, so you can join the Top 13% of agents.
Here’s to thriving!
Lance