At this year’s Coldwell Banker’s Global Luxury Experience Conference in Vail, Kyle Scott, senior vice president of partnerships, brand, and community at Luxury Presence, shared a simple, high-impact framework that showed agents how to go from being noticed to being chosen.
At the heart of his talk was a question that cut through the noise: “How do you go from being noticed to being remembered to being chosen?”
That journey, he argued, doesn’t begin with flashy listings or viral posts. It starts with your brand voice.
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The ladder of market power
Before joining Luxury Presence, Kyle Scott spent a decade as a producer at NBC News, where he mastered the art of turning stories into attention. He later co-founded Sell It, with Ryan Serhant, helping build a multi-million-dollar brand by transforming attention into lasting presence.
That journey informed the core of his message in Vail: Success starts with capturing attention but grows through a brand voice that leads to trust and selection.
Scott laid out a three-step progression he calls the ladder of market power:
- Attention: People notice you.
- Presence: People remember you.
- Market power: People choose you.
But agents often get stuck at step one. They focus on being seen, without thinking about consistency or clarity.
“It actually starts […] with brand noise,” Scott said. “Because there’s a lot of ways to get attention. You could stand up in this room right now and shout and go get attention. Is that the story that you want to tell about yourself?”
Real marketing power, he emphasized, comes from being strategic with how you present yourself and using your voice to create the right kind of attention.
Brand voice is how you get chosen
Scott defines brand voice as “a clear, compelling, memorable, personal brand.” The goal, he said, is that “when [prospects] think, ‘who do I know that does real estate,’ they ultimately choose you.”
It is not about having a tagline. It is about how you show up in everything: Your emails, your captions, your conversations.
He urged agents to avoid generic adjectives like trustworthy, reliable and authentic. “We want to stand out beyond that, because those are expectation words for real estate agents.”Scott challenged agents to replace those generic descriptors with specific, personal ones. He showed how three common traits can take on entirely different tones depending on your brand character.
| Common Trait | Energetic Tone | Steady Tone |
| Hardworking | Relentless | Thorough |
| Experienced | Battle-tested | Seasoned |
| Responsive | Always on | Always available |
It’s the same message, but when your delivery is sharper, your brand feels stronger.
Build a brand personality people remember
Scott encouraged agents to make a list of five public figures whose voice or persona inspires them. Then go deeper: “Read what they write, listen to their podcasts, study how they speak.”
Over time, that kind of exposure begins to influence how you express yourself. “This is called the chameleon effect,” Scott explained, a psychological phenomenon where “we begin to mimic the people we spend time with.”
But in this context, that mimicry is intentional and strategic. “In brand building, that influence can be a strategic asset,” he said. Just like media personalities Oprah, Simon Cowell, Taylor Swift, agents can craft a voice that’s instantly recognizable by “turning up the dial on some [personality traits] and turning down the dial on others.”
The key takeaway: You don’t need to be everything to everyone. Think of yourself as a character in your own marketing story and then refine that character until it becomes magnetic.
Use content to reinforce your voice
One of the most actionable takeaways from the session was Scott’s formula for how to show up on social. The breakdown is simple but powerful:
- 50% proof: This is your real estate credibility, proof that you get results. It includes listings, closings, testimonials, market updates, and anything that shows you’re trusted, active, and winning for your clients.
- 25% personality: Show your voice and values. These are behind-the-scenes moments, day-in-the-life content, your perspective on the market, and the mantras that drive you.
- 25% passion: This is where your interests and local life come through. Whether it’s your love of architecture, your weekend hiking routine, or your favorite neighborhood spot, sharing these passions helps people connect with you beyond the transaction.
The goal is not just to show what you do, but who you are. Specificity builds connection. And connection builds referrals.
The takeaway
A strong brand voice gives people a reason to remember you and a reason to reach out.
When you use it consistently, everything you share becomes more recognizable, more trusted, and more effective.
And if you want expert support in scaling that voice, Luxury Presence is here to help you do it. We make it easy to turn your voice into your biggest asset. From custom branding to AI-powered content creation, we help real estate professionals build a standout brand that scales.
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Agents using Luxury Presence grew sales nearly 2x faster than their peers, increased sold listings by 6%, and closed over $300B in transactions. Ready to grow your business? Let us show you how.
