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“The most recognized face and voice in real estate video” Glennda Baker took the Inman on Tour Nashville stage with her signature style, personality and unfiltered truth about building a personal brand in real estate.
During her Tuesday session, “Building Your Brand: Taking Control of Your Real Estate Success with Video,” Baker shared the keys to branding success as an agent — authenticity and consistency — while weaving in personal stories about her own journey.
“If you are not using video to build your business and your brand authentically on who you are, you’re missing an opportunity to do business with people who you’ll never ever know that you could have met,” Baker told the audience.
Baker of Glennda Baker & Associates, first ventured into video branding in 2016 with her series Glennda Live, but it was far from an overnight success.
She paid a high school student to shoot her first video, battled a hot flash on camera and realized a little too late that her outfit was all wrong. She even went on Facebook Live to rant about a home inspector from a Porsche. Then, there was one time that she helped a buyer make an offer on the wrong house.
All of these missteps, however, helped her shape her winning formula.
Rather than chasing viral moments, Baker encouraged the room of real estate professionals to focus on content that builds trust and generates business. She posed three essential questions when evaluating branding efforts:
- Did it sell the house?
- Did it trigger a buyer, seller, investor or agent to do business with that agent?
- Did it build trust and confidence?
Glennda Baker speaking at Inman On Tour Nashville | AJ Canaria Creative Services
She also emphasized the importance of showing personality and interests beyond real estate, whether it’s pickleball, fitness or gardening. Relatable content fosters real connections with potential clients.
To drive the point home, Baker shared a video of herself removing a rat from a $2.5 million listing that she was trying to close.
“Real estate is not always about being beautiful, selling big fancy houses, living the dream,” she said. “It’s not always beautiful.”
She also urged agents to rethink how they post their success stories. She advised telling the full story — the listing process, the challenges and the outcome.
“You put on your Instagram that you sold 123 Banana Street in four days with 40 offers, $400,000 over the list price, and the only thing that your audience thinks is that you are overpaid and didn’t do shit,” she explained.
Baker closed her session with a simple but powerful message: “If you think about being authentic and being truthful, don’t worry about posting to be perfect.”
