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Adding the Human Element Into Your Marketing

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Real estate agents like you aren’t just in the business of selling homes. To be truly effective, you also have to connect with your clients on a personal level.

There is a decidedly personal element to helping people buy and sell real estate, and you should use those personal elements in your branding. Incorporating your own life and stories into your marketing will help you make more and better client connections as your relatability increases.

With that in mind, here’s how you can use your experiences to personalize your marketing, connect with clients and grow your business.

Viewing yourself as a brand

Real estate agents are their own brand. Even if you work with a larger brokerage, you’re still largely independent. You’re a unique person with a unique story — use that to distinguish yourself from the competition.

It can be tricky to think of yourself as a brand, but here are some questions to get started:

  • Why did you get started in real estate?
  • What connection do you have to the region where you work? (Have you lived there your whole life, did you relocate for a specific reason, etc.)
  • Do you have any memorable experiences moving into a new home?
  • Have you experienced a particularly frustrating, funny or otherwise memorable moment involving real estate in your personal life?
  • In regards to your clients’ experiences, can you relate to what they share with you? Has hearing their stories over the years reminded you of your own memories about real estate?

Using your story in your real estate marketing

Write down your answers to the questions above, because they will be the beginnings of the personal stories that you will share with your clients. As you review your answers, think about how your clients can relate.

Above all, you have one goal in mind: to elicit an emotional response from your clients so they will feel connected to you. That’s the power of adding the human element into your real estate marketing. As for how to use these personal details to make that connection, try some of these ideas:

  • Use these stories on your About page.
  • Write blog posts on your website based on personal experiences.
  • Infuse your personality and stories into your email newsletter.
  • Use them in face-to-face interactions as you build personal relationships with each buyer and seller.

However, be sure not to keep the focus entirely on you. You’re using these personal elements in addition to offering useful information, as a way to make the real estate process more relatable.

Additional resources for marketing your real estate business

There are endless ways to market your business and engage with existing and potential clients. Once you’ve humanized your brand, have a look at some of these useful real estate marketing articles for even more business-building ideas:

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