March is Marketing and Branding Month here at Inman. As we enter spring selling season, let’s explore which tried-and-true tactics and cutting-edge innovations are getting deals done in today’s market. We’ll also recognize the industry’s marketing and branding leaders with Inman’s Marketing All-Star Awards.
Many real estate professionals feel the pressure to market themselves but unknowingly fall into the trap of generic, forgettable content. The result? Their posts blend in instead of standing out, and they miss the opportunity to truly connect with their audience.
If your marketing sounds like every other real estate agent’s, you’re wasting your time, money and energy getting lost in the noise out there. And in a world where consumers are bombarded with 4,000-10,000 ads a day, blending in is the kiss of death for your business.
That’s why it’s critical that your marketing sounds authentically like you. Your brand voice is what makes you stand out, connect and attract the right clients. The ones who trust you, value your expertise and want to work with you, not just any agent.
Below, find out where many agents go wrong and pick up guidance for cobbling together a brand voice guide that’ll ensure you’re consistently authentically you every time.
The 3 biggest mistakes agents make with their content
Let’s break down the three biggest mistakes agents make with their content:
Mistake 1: Using generic, forgettable content
Too many agents rely on done-for-you newsletters, bland market updates, and holiday posts that add nothing personal or engaging. A quick “Happy 4th of July!” with a stock image flag? That’s not going to stop anyone from scrolling.
The problem with generic content is that it doesn’t give people a reason to connect with you. Your audience is looking for personality, perspective and a reason to trust you.
Mistake 2: Overusing exclamation points and emojis
I get it — you’re excited! But shouting at your audience with excessive ALL CAPS, multiple exclamation points, and fire emojis 🔥🔥🔥 can make your content feel spammy and overwhelming.
Overuse of punctuation doesn’t make your post more engaging — it actually reduces credibility and readability. Think about how you’d share the same news in a real conversation. Would you yell it? Probably not.
Mistake 3: Using the same boring real estate taglines
If your bio or marketing materials include phrases like:
- “Your local real estate expert”
- “Committed to excellence”
- “Turning dreams into reality”
I have news for you: So does every other agent in your market.
The problem with these overused taglines is that they don’t actually tell potential clients anything about who you are or what makes you different. People don’t hire “local experts.” They hire someone they trust, relate to and feel confident in.
People don’t make decisions based on facts alone. We’re wired for connection. According to Harvard Business Review, a great story triggers oxytocin, the trust hormone that builds real, lasting relationships.
If you want your marketing to attract (not chase) clients, your brand voice needs these three elements:
- Authenticity: Your voice should reflect you. If you’re casual and fun, your content should be too. If you’re analytical and strategic, own that.
- Consistency: The way you communicate should be the same across Instagram, email, your website and client conversations.
- Relatability: Buyers and sellers don’t hire a business — they hire a person. Your audience should feel like they know you before they even meet you.
Before you engage with a client either online or in person, ask yourself: “How do I want to leave this person feeling?”
So, how do you take all of this and turn it into content that actually works for you? That’s where a brand voice guide comes in.
Why you need a brand voice guide
Every strong brand has visual guidelines: colors, fonts and logos. Think of them as a cheat sheet for keeping everything cohesive. Your voice? That needs the same level of consistency.
A brand voice content guide ensures that your messaging is clear and recognizable across all platforms, your words match your brand personality, and you never sound generic because your voice is unique to you.
Create your own brand voice guide with these key elements
To keep it consistent in your brand, implement these guidelines:
Brand attributes
Define the three to five personality traits that describe your brand. Are you warm? Professional? Playful? Educational?
Tone of voice
Decide how your brand should sound. Do you use humor? Are you direct or conversational?
Words to use (and avoid)
Create a word bank that reinforces your brand identity, and include a list of words to use and those to avoid.
Formatting and style rules
Keep it consistent. For example:
- Avoid too many exclamation points!!!
- Use bold or italics for emphasis, not ALL CAPS.
Platform-specific adjustments
For example:
- Instagram: Conversational, behind-the-scenes, engaging
- LinkedIn: Educational, industry insights, value-driven
- Email: Warm, informative and direct
Whenever you write content, ask yourself: “Does this sound like me?” If not, tweak it until it does.
If your marketing sounds like something any agent could copy and paste, it’s not working hard enough. Your voice should be as unmistakable as your expertise.
Take the time to define your authentic brand voice, infuse emotion into your content, and create messaging that feels like you — because that’s what attracts the right clients.
Christine George is the co-founder of Post & Beam Creative. She is also a blogger and author of BelieveInBalance.net and the co-host of the Know Like Trust podcast.
