Branding Done Right (and Wrong): Lessons From Luxury Presence’s Experts

Because the process of building a personal brand varies so much from agent to agent, there are plenty of potential mistakes for real estate professionals to avoid. In a webinar titled, “Building Your Presence: Creating a Compelling Real Estate Brand,” Michaela Fias, design director of brand and marketing at Luxury Presence, delivered a powerful mix of philosophy, strategy, and practical branding tools for real estate professionals looking to level up.

While the webinar was packed with positive, actionable advice, Fias didn’t shy away from identifying the most common branding mistakes agents make.

1. Misunderstanding the real meaning of ‘brand’

Many real estate agents and brokers think of branding as a logo, specific typographic choices, color schemes, or a slick business card. While those are part of the package, Fias made it clear that branding runs much deeper. It’s the sum of every interaction — how you communicate, how you present yourself online and offline, and how your clients talk about you when you’re not in the room.

For agents, brand identity isn’t just aesthetic — it’s strategic. A strong brand builds trust, fosters client loyalty, and creates meaningful differentiation in a saturated market.

2. Failing to differentiate

Fias encouraged agents to reflect on their unique value through exercises like analyzing their strengths, weaknesses, opportunities, and threats. This kind of work helps reveal where you excel and how you stack up against competitors — an often overlooked step in personal positioning.

It’s important to remember that humans connect through stories. Rather than generic slogans, agents should consider using real-life scenarios that evoke emotional connection. For example, instead of saying, “I help people buy homes,” frame it as “I helped a family with three kids find a home near their dream school.”

More importantly, she advised agents to clearly define their values, voice, and audience. Authenticity isn’t just a buzzword — it’s the foundation of a sustainable brand. And clarity around who you are and what you offer allows potential clients to feel aligned with you from the first impression.

3. Lacking a clear brand message

Without a central narrative, your brand risks blending in or confusing prospects. Every touchpoint should support a single, focused message that reflects who you are and what you offer.

By identifying the central narrative of some of the most successful real estate brands, you can learn a great deal about staying true to your own messaging. It’s a good gut check for determining how clearly your assets reflect your personal brand.

4. Inconsistent visuals and voice across channels

If your Instagram looks polished but your website feels dated, or your emails sound formal but your bio is casual, you’re creating friction in the customer experience. Consistency builds familiarity — and familiarity builds trust.

To avoid this, Fias strongly recommended creating a brand book — a central document that outlines your visual identity, tone of voice, and messaging standards. She also advocated for using templates to streamline content creation and maintain design consistency.

5. Neglecting online presence

In a digital-first world, your online presence is often your first impression. Fias stressed the importance of keeping your website, social media, and online profiles current and on-brand.

Fias also encouraged agents to include glimpses of their personality — whether that’s a weekend hobby or a behind-the-scenes look at their business. These personal touches create approachability and relatability, which are critical in a trust-based business like real estate.

If you’re struggling with where to start, it may be helpful to first take stock of your brand’s current status. Consider conducting an audit to figure out what needs updating.

6. Hoping for a quick fix

Fias acknowledged that brand-building isn’t about going viral overnight. It’s about creating a repeatable process and showing up consistently. The good news is that once you’ve built content, you can — and should — repurpose it. What performs well on one channel can be refreshed for another, extending its impact.

To help with consistency and reduce content fatigue, Fias advised agents to develop repeatable formats, use scheduling tools, and maintain a light content calendar.

7. Resting on your laurels

Many real estate professionals think deeply about their brands when they first start out, but fail to revisit the process. However, it’s important to ensure your brand can continue to serve you as your business scales and the market changes.

Fias shared that it might be time to refresh if your current identity no longer reflects your values, audience, or goals. Whether it’s due to a shift in focus or a personal evolution, your brand should grow with you.

8. Ignoring metrics and measurement

Fias dispelled the myth that branding isn’t measurable. She explained that both leading indicators (awareness, referrals, social engagement) and lagging indicators (web traffic, lead conversions, Google reviews) can show whether a brand strategy is working. Even qualitative feedback — like what clients say about you — can offer valuable insights for refining your approach.

Build a brand that stands out with Luxury Presence

Whether you’re looking to enhance your brand, build a stunning website, or generate more qualified leads, Luxury Presence has the tools, expertise, and support to help.