“Paint it beige.”
It's one of the most common pieces of advice property practitioners give sellers. Neutral colours create a sense of space, help buyers picture themselves in a home, and appeal to the broadest possible audience.
Ironically, that same strategy can work against you when it comes to your personal brand. When your marketing looks and sounds like every other practitioner in your neighbourhood, you end up competing on convenience rather than value.
How some practitioners rise above the crowd
While blending into the background is a common trap, it’s certainly not inevitable. According to Prop Data’s latest poll, 22% of property practitioners reported that they “clearly stand out” in their local markets.
Anna-Marie De Jager, Principal of Seeff Lydenburg, believes this success comes down to a deliberate, multifaceted approach to personal branding rather than just luck.
“These practitioners remain consistent in everything they do,” she points out. “They have a strong personal brand, market themselves regularly both online and offline, communicate frequently with their audience, and provide exceptional customer service.”
Rather than waiting for a new listing to give them a reason to post or reach out, standout practitioners treat their personal brand as an ongoing investment. They understand that property portals showcase listings, but consistent communication showcases expertise.
As De Jager highlights, establishing true market leadership requires looking beyond individual transactions: “Remarkable practitioners build trust through their knowledge, professionalism, and reliability, rather than relying only on property listings.”
By weaving themselves directly into the fabric of their local market, both digitally and in person, these practitioners ensure that when a homeowner thinks of real estate, their name is the first one that comes to mind. “They stay involved in their local community, ask for reviews and referrals, and use social media strategically to keep themselves top of mind,” shares De Jager.
Turning your presence into preference
The good news is that standing out isn't reserved for a select few. These traits can be developed by any practitioner willing to invest in their personal brand. Here are some practical ways De Jager suggests to start becoming more memorable:
- Build a strong personal brand: let people know who you are, what you stand for, and what makes you different.
- Be consistent on social media: share valuable content regularly, not just property listings. Offer market updates, property tips, and local community news.
- Provide exceptional service: respond quickly, communicate clearly, and go the extra mile for every client.
- Become the local expert: know your area inside and out, including property trends, schools, businesses, and community events.
- Ask for reviews and referrals: happy clients are your best marketers. Encourage them to leave testimonials and recommend you to others.
- Keep learning all the time: stay up to date with market trends, legislation, and technology to provide the best advice.
- Network in your community: attend local events, support community initiatives, and build genuine relationships.
- Be authentic: clients are more likely to trust someone who is genuine, approachable, and consistent than someone trying to be like everyone else.
Ultimately, a memorable personal brand is built through consistent actions rather than one standout campaign. As De Jager puts it, “In today's market, success is no longer just about selling homes, but building trust, creating a recognisable brand, and consistently delivering value. The practitioners who invest in relationships and their reputation are the ones who set themselves apart over the long term.”
Build a brand everyone loves
Putting these ideas into practice is much easier when you have a strong visual foundation to work from. Having a clear, unified look, from your social graphics to your email signature, makes your personal brand immediately recognisable in a busy feed.
With Prop Data’s Corporate Identity add-on, practitioners can easily set up a customised suite of branding assets, including logos, style guides, and stationery, designed to give a real estate business a distinct, professional edge.