The market doesn’t reward being good. It rewards being unforgettable.
That’s why Luxury Presence, in collaboration with renowned real estate expert Josh Flagg, has launched our Personal Branding Workbook: A free, actionable resource designed specifically for real estate professionals ready to sharpen their identity, clarify their message, and grow their presence with purpose.
In an industry where differentiation is more urgent than ever, and trust begins well before a listing agreement, this tool helps agents build a brand that reflects their strengths, resonates with their audience, and scales with their business.
Whether you’re refining your strategy or starting from scratch, our workbook delivers a structured approach to defining your voice, visual identity, and market position.
Your brand starts here
Use this companion to Josh Flagg’s masterclass to elevate your marketing and sharpen your online presence.
Branding drives performance
Your brand isn’t your logo. It’s not your headshot, tagline, or colors in isolation. It’s the cumulative impression left after every digital interaction, listing presentation, and conversation. And that impression influences conversion.
In fact, the most successful agents in the country are investing in their digital brands — and they’re seeing the results. According to 2024 performance data, agents powered by Luxury Presence grew their sales volume by 17% year over year, nearly twice the rate of their peers in the same markets (8.5%). They also experienced a 6% increase in sold listings, while others saw declines. These are not isolated wins. Luxury Presence clients also closed over $300 billion in transactions in 2024.
In other words, elite producers don’t just rely on referrals; they build brands that work for them every day.
A practical framework for differentiation
The Personal Branding Workbook provides agents with a clear, customizable framework for identifying what makes them memorable and how to bring that to life. Inspired by The A List video series and developed in collaboration with Josh Flagg, the workbook guides users through seven brand-building pillars:
- Define your brand
- Target your audience
- Differentiate yourself
- Find outside inspiration
- Bring your brand to life
- Test, iterate, and implement
- Track, evolve, and refine
Each section combines reflection prompts with practical outputs. For example, agents are asked to identify non-negotiable values, outline their audience’s biggest challenges, and translate those insights into tone of voice, color palette, and font choices.
The workbook even includes checklists and prompts for leveraging AI tools to turn brand foundations into bios, logos, and ad copy.
Users can select tone-of-voice characteristics across eight spectra — from “Polite & Tactful” to “Direct & Frank,” from “Accessible & Down to Earth” to “Precise & Technical.” This step brings personality into design choices and sets the tone for every piece of content that follows.
It’s a complete system
The most effective brands are consistent, but they are also strategic. The workbook helps agents create a living brand guide they can use to align their website, social media, listing presentations, and even personal introductions.
For agents running teams or building digital infrastructure, the workbook offers a jumpstart on more advanced deliverables. We even outline how to expand a brand book into a full messaging playbook, editorial style guide, and design system that supports long-term scalability.
And for agents working independently, it simplifies what can otherwise feel like an overwhelming process. Every exercise is rooted in the realities of real estate — client trust, competition, design needs, and the pressure to keep up in a crowded market.
Now is the time to level up
Your brand is already speaking for you. The question is whether it’s telling the right story, reaching the right audience, and reflecting the professional you are today.
The Personal Branding Workbook equips you to take control of that story. It gives you the tools to evolve with your market, keep your message aligned, and make a lasting impression at every touchpoint.
Get the platform that drives results.
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.
