By Ricardo Rodriguez, Ricardo Rodriguez & Associates, Coldwell Banker Realty, Boston, MA
Most agents in a market are doing the same job. We pull the same comps, we hold the same open houses, we have access to the same data on the same properties.
Technically, the steps look almost identical from one agent to the next.
So what actually separates one agent from another?
The answer has less to do with tactics and everything to do with the lens you look through, and whether you're willing to let clients see through it with you.
What point of view actually means in real estate
Point of view is how you interpret the business itself.
It's what you notice in a property that someone else would walk past.
It's how you read a market, a client, a neighborhood, or a design choice, and what you choose to say about it.
I've built my business from a creative point of view because that's genuinely how I see real estate. That shows up in the properties I take on, the way I talk about them, and the way my team operates.
If I worked in a completely different industry, I'd probably still approach it the same way. This is genuinely how I see things, and it comes through in how I market them too.
Your point of view should show up in the actual experience a client has working with you.
Your point of view becomes a business advantage
Here's the part that's easy to miss. Two agents can have the exact same market report in front of them.
If I tell you I sold a $20 million home, I'm one of several agents in my market, or any market, who can say the same thing.
What makes that sale mine is how I saw it, what it meant, and how I chose to tell the story. That's the difference between information and a point of view. Information is available to everyone.
A point of view comes only from you.
When you're a person who joins my team, the first thing I look for is whether you see real estate the way I see it. For me, that’s more important than what’s on a resume.
That shared lens is what actually gives our team an edge.
Build a business that actually looks like you
When I sat down with my team on our website redesign, I wanted something that reflected how we actually work, something with real movement to it, something that felt genuinely alive.
The technology was there to help bring that vision to life. That's the version of tools and platforms I actually want: something that helps you say what you already believe about the business, rather than something that tells you what to say.
That same idea applies far beyond a website. It applies to your social media, your client experience, and how your team talks about the work.
All of it can be built to look and feel like you, instead of like a template with your name on it.
You don't have to appeal to everyone
I need the people who genuinely connect with how I see this business to recognize that, and to engage with it. That's a far more useful goal than universal approval.
A point of view built to appeal to everyone usually ends up meaning nothing to anyone, while one specific enough to be yours is what lets the right people see themselves in your work and reach out.
Your point of view can change too
I reset my team's focus on our marketing every year. A point of view can stay constant while the message built around it changes. One year leaned into data. Another leaned fully into storytelling and client stories.
This year, the focus has been on personal touch, and that's a direct response to what's happening around us. As AI reshapes so much of what we see online, a lot of it starts to feel impersonal.
I wanted our work to feel like the opposite of that. Real estate is personal by nature, and I think the imagery and storytelling we put out should reflect that, imperfections included.
Your point of view can and should shift as you, your clients, and the world around you change. What stays constant is that it's still coming from your point of view.
Ask a better question than what to post
As you plan, ask what you see about this business that you want your clients to understand.
Once you can answer that clearly, the marketing choices get a lot easier. Your website, your social media, your listing presentations, and your client conversations all become extensions of the same idea instead of separate tasks competing for your time.
That's what a point of view actually gives you: a business that's recognizably yours, built on something no competitor can copy, because it comes from how you see the world and your work.
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