Your Story is Your Brand

Whether you are a new real estate agent, or just adjusting to the new normal, UrbanLink Group has a few tips to help up your real estate marketing game. Now more than ever, agents and agencies must set themselves apart to build and grow their business. While some rules are the same, others are changing and may remain in an altered state for some time.

Brand building is increasingly challenging as our customary interactions and networking opportunities are limited due to social distancing. Branding is the part of your business that elevates your recognition with potential clients above other agents. It’s not just about logos and graphic design. Look and feel is important, but more than visual elements, potential clients want to get to know you.

Your brand is your story. Your story begins with identifying your uniqueness and crafting strategic messaging around it. As a real estate agent, you are likely in a crowded field of practitioners. There are unique features that define the way you do business and lead your life, as well as special expertise that you offer your clients. Each of these features is part of your brand story. Once you have developed your brand story it is much easier to connect with potential clients in an impactful way.

Many real estate franchises offer agents marketing platforms and CRM tools to manage and grow their businesses. These platforms vary in functionality and customization and can be quite effective with the proper training and engagement. But in our experience, real estate agents are in the business to sell and have less interest in becoming brand managers or digital marketers. Optimizing and customizing the franchise platform may require a partnership with a marketing agency with expertise in the real estate industry.

As experts in the industry, we advise our real estate clients to make the CASE for your services. CASE refers to the key elements in building an effective real estate marketing program. CASE programming includes strategies for Connection, Advertising, Socializing and Educating.


Of all the ways to connect with buyers, sellers, developers, and investors, a user friendly and mobile responsive website is the most critical foundation. In 2019, over 62% of global internet traffic was accessed through mobile phones. As an excellent complement to your website, regular distributions including email and newsletter marketing can be used to drive lead capture through your website. Your website must provide as many lead capture, contact, and inquiry opportunities as possible without annoying site visitors. Users are quick to close irritating popups that disrupt interaction with your site. Frequently reviewing site analytics will help hone this process. Lastly, don’t forget that content must be timely and sensitive to external factors such as social and economic events. Customers may not engage if they feel you are out of touch with the current events.


In times past, advertising required a professional agency to design and traffic ads. Today’s advertising culture has some flexibility for social media savvy agents with time to spare. Trafficking a social media ad seems pretty simple, however, the strategy for lead capture and CRM integration can be tricky.

The most effective ads will be mapped as part of a comprehensive campaign. Each campaign should leverage a theme and utilize relevant technology platforms to reach targets and capture leads. Once leads are captured, they can be enrolled in a CRM platform for follow up and to receive email campaigns.


With fewer in-person opportunities to socialize and network, social media has stolen the stage. Even before the criticality of social distancing, Facebook, Twitter, Pinterest, and Instagram were a real estate agent’s companion, now they are more like best friends. Agents engage clients and other targets across multiple social media platforms to boost their branding efforts and market their services and properties.

Engaging in social media without an overall marketing strategy is often more work for less return. Social media engagement as part of a strategic marketing approach should include a consistent cadence, prominent promotion of social media channels, and social sharing options for property pages and multimedia engagement.  Video and live streaming garners the most engagement from these opportunities.

From “get to know you” sessions to open houses, video streaming allows the closest experience to being present in the same space – something our culture has become extremely accustom to. The real estate industry is no exception, benefiting and growing through a variety of digital engagement technologies including video and virtual reality.


As a real estate professional, you probably adjusted the way you do business in the new normal. Those adjustments may have come after coaching and education offered by your broker or other industry experts. Now it’s your turn to pass your knowledge on to clients and potential clients. The biggest question on everyone’s mind for nearly every transaction is, “how do we move forward safely?”.

This presents a big brand building, leadership opportunity for agents and agencies. Producing blogs, hosting webinars, or offering free materials sharing your industry expertise shows your network that you care. When you take their concerns serious enough to produce timely content to address their reservations, you connect with them at the highest level.

If you’re working on building your marketing program, let us help you make your CASE and land you the leads you need to succeed!

Let’s Make a CASe!