Marketing is core to what real estate agents do everyday, and something I’m intensely focused on as Compass’ chief creative officer.

At Compass, I lead a nationwide team of more than 100 world-class marketing specialists, designers, producers and content experts tasked with helping our agents become the best marketers they can be.

Real estate is a personal business. Agents build relationships with their clients as they help them make the most significant financial and emotional decision of their lives. That’s why I believe that personal stories should be core to every touch point of agents’ brands.

These are the steps I’ve seen the best agent marketers take to build a great brand.

Start with what sets you apart

At Compass, we encourage agents to think about four core things that set them and their business stand out.

We use an interactive “Agent Branding Handbook” to help agents uncover those personal insights. Maybe it’s a property type or a neighborhood they specialize in. For other agents, it’s their backgrounds in music, sports or even their personal fashion that set them apart.

The characteristics that distinguish you should come to life across every piece of your marketing collateral. Your brand should reflect you, your life and your business.

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Photography is everything

One of the most overlooked aspects of branding is photography. The best agent marketers are thoughtful about integrating art direction and photography into their brand.

Much of the content that tells a brand story in industries outside of real estate is based solely on photography and video storytelling. Those images and their quality create an experience for prospects no matter the medium — social posts, emails, print ads, videos and beyond.

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