Think about this: Richard Branson has more social media followers than Virgin.
Elon Musk has more than Tesla. People follow people, not logos.
And in real estate, where trust is everything, this truth becomes even more powerful.
I remember when I first started at eXp UK. We had no marketing budget – literally zero.
Instead of seeing this as a limitation, it became our greatest advantage.
Through consistent content creation, especially on LinkedIn, we built something far more valuable than traditional advertising could buy: authentic connections.
Many agency leaders hide behind their corporate brands, believing it’s more professional or somehow safer.
But in today’s digital world, that’s like trying to sell a house without photos.
Your personal brand isn’t just about you – it’s about creating a human connection with potential recruits, colleagues and clients.
Take our approach to signboards. In the UK, putting agent photos on boards was practically unheard of.
When we introduced it, many thought we were mad. Now? It’s becoming increasingly common because it works.
It personalises the experience and reminds everyone that real estate is fundamentally about people helping people.
The key to building a strong personal brand isn’t about being perfect – it’s about being genuine.
When I started creating content, I shared everything from my career highs to the day I turned down Connells (initially).
These weren’t just stories; they were proof points of authenticity that resonated with other agents.
For those hesitant about putting themselves out there, remember this: everyone has valuable stories to tell.
Whether you’re a rookie agent or an industry veteran, your experiences matter.
I find myself just as interested in watching content from someone who’s just started their real estate journey as I am in industry veterans.
The most powerful thing about personal branding is its compound effect. Start small, be consistent, and focus on providing value.
Share your wins, your lessons, and yes, even your failures.
Because in an industry where everyone claims to be the best, authenticity stands out more than perfection.
Leadership isn’t about hiding behind a desk – it’s about showing the way forward and taking those shots when you put your head above the parapet.
That’s what builds trust, attracts talent, and ultimately, creates sustainable growth.
So next time someone suggests you’re making it too much about yourself, remember – in real estate, you’re not just selling properties or building a team.
You’re selling trust, and trust starts with putting yourself out there.
And if you’re worried about not being photogenic enough for those signboard headshots?
Well, as I always say, none of us look like David Beckham. Own it anyway.
The future of real estate belongs to those brave enough to build both their business brand and their personal brand.
The question is, are you ready to step up?
