Happy Agent Co. - Real Estate Agent Podcast for Women - Hosted by Lindsay Dreyer, Real Estate Coach

Finding Your Brand Voice in Real Estate Marketing

• Lindsay Dreyer • Season 1 • Episode 43

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If your marketing sounds like it could belong to any real estate agent, it’s not working. Phrases like “helping dreams become reality” or “your trusted neighborhood expert” don’t set you apart—they make you blend in. In this episode, Lindsay Dreyer is breaking down why so much real estate marketing sounds the same, and how to finally find your real voice.

You’ll learn:

  • The 3 biggest brand voice blockers keeping you sounding generic
  • How to swap “Realtor-speak” for language that actually connects
  • Why over-automation and corporate tone kill trust (and how to fix it)
  • A simple 3-step framework to define your authentic brand voice
  • How to write your own real estate manifesto to guide all your marketing

You don’t need to be louder, flashier, or copy the “top producers” to stand out. You just need to sound like you.

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Speaker 1:

Hey there, thank you for joining me for this episode. I am Lindsay Dreyer, real estate coach, brokerage owner and a mom of three, and if we aren't following each other online, please find me Facebook at Lindsay Dreyer and on Instagram, lindsaydreyer. Today we are going to get into how to stop sounding like every other real estate agent, because there are a lot of copycats out there and, honestly, we kind of all sound the same. So I want to play a little game. Who said this, helping you turn your real estate dreams into reality? Your trusted neighborhood expert, never too busy for your referrals? Or, my favorite, doing real estate differently? If your answer is literally every agent on the planet, ding, ding, ding, ding, you are a winner. And really, what we have in real estate is a brand voice problem. Here is the truth If your content sounds like it could belong to anyone, it's not working, it is not connecting, it's not building trust, it's not helping people remember you. So in today's episode, we're going to fix that. Let's stop sounding like every other agent and start sounding like you, you special flower. So why does your marketing sound generic? And there are some pretty common reasons. Number one is that you're copying what quote, unquote top producers post, so you are basically trying to brand yourself as one of those top producers. So you're doing all of your like just listed, just sold posts and all of that braggy stuff that, honestly, I don't think really works. You're also afraid of maybe sounding too casual or weird or personal, like you want to sound business, professional but honestly, you're missing out because you are trying to appeal to everyone, and that is another reason why our marketing sounds generic is that we are trying to appeal to everyone, so we don't appeal to anyone. Another reason is that you're aiming for professional and you're just landing on bleh, like it just sounds like chat, gpt gobbledygook. And the last reason is that you've probably never actually defined your voice. You've never actually defined your brand voice and some people may be like what are you talking about my brand voice? And so hopefully this episode will be really helpful for you. People aren't necessarily going to connect with just your sales record, but they do connect with your vibe, your values and your point of view and if you're not showing that in your marketing and wherever you show up, you are going to be forgettable. Here are three brand voice blockers that I'm going to have you ditch.

Speaker 1:

Realtor, speak over automation and corporate tone. Realtor speak number one Whether buying or selling, or investing, or top producing full service agent, what the heck does that even mean to the general public? Try something like this. I help busy families upsize with less stress, or my job is to make your move feel calm and manageable, not chaotic. So we're getting into what it actually means to our clients, not just this realtor gobbledygook that we see everywhere and that just gets repeated and repeated and repeated.

Speaker 1:

Number two the mistake is over automation. So templates and AI are wonderful tools. I am a massive, massive fan of them. But if there's zero of you in it, it just is going to fall flat and, honestly, it actually destroys trust because people know it's not you. So you can add your voice by customizing a GPT and programming chat GPT to actually talk like you so it gets you like 80% of the way there and, honestly, check out my class Custom Chat TPT for Real Estate. It is the best it's on my website. Check it out.

Speaker 1:

You can also swap these like generic things for a story. It could be a personal story, it could be a client story. I always love using client examples and then being specific, talking about things that chat, gpt or a template or generic things. That's just like everywhere. So instead of saying, like closing day, it could be handing over keys to a family with a toddler and a golden doodle. That just tells more of a story. We love stories.

Speaker 1:

So over automation is absolutely a brand voice blocker. It's important to be showing up as yourself authentically. But if you use AI, that's fine. Just make sure that it is still capturing how you would actually speak. Another tip is I like to read things out loud, like am I actually going to be saying this in the real world? And if it doesn't sound like you when you're reading it, that is a big hint that it needs your edit. So the third brand blocker is your corporate tone because, honestly, you're not a law firm. You are a human who helps other humans through big life changes and life shifts. So use contractions, your its don't Write how you speak. Like I was saying before, like have it be conversational in tone, not stiff. So your brand voice isn't necessarily what you say, it's how you make people feel.

Speaker 1:

All right, so let's get into the nitty gritty. We're going to talk about how to find your real voice and then writing a manifesto. So I have step one on finding your real voice, and I want you to answer these three clarity questions. The first is what do my favorite clients say about working with me? Is it that you are insanely knowledgeable? You are super friendly, you made things fun, you are so prepared, you got results. What are the things that people say about you? Specifics are really important here. So, like brain dump, what do they say? The second question is what kinds of conversations light you up, even outside of real estate? For me, oh my gosh, empowering anything. Women Like y'all, god, like single women buying property, like, hook me up, I'll have that conversation all day long. So what kind of conversations do you love to have outside of real estate? And question number three is what do I want people to feel when they land on my page or hear me speak? And it could be that you want them to feel empowered, understood, calm, anything it could be entertained. What do you want people to feel when they land on your content or your page or they hear you talking? So answer those three questions. What do my favorite clients say about working with me? What kinds of conversations light me up, even outside of real estate? And what do I want people to feel when they land on my page or hear me speak. That's step one.

Speaker 1:

Step two to finding your real voice is choose three voice anchors, and these are three words that your brand voice should always feel like. So here are some examples Calm, clear, strategic, bold, funny, confident, warm, smart, authentic, nurturing, curious, joyful and Use these as your gut check. If your post doesn't sound like this, rewrite it. So having those three voice anchors are really crucial to making sure that everything you put out is consistent and sounds like your brand voice. Step three is to put this into action. So try rewriting your Instagram bio. Try rewriting your website about me section. Try rewriting a buyer or a seller welcome email. How about your monthly newsletter opener? Or a talk to camera reel? And then ask yourself does this sound like me? Would I actually say this out loud? And if it does, then you have probably hit on your brand voice, which is awesome.

Speaker 1:

So the next thing, once you have your brand voice nailed down, is we're going to write your real estate manifesto. So what is a real estate manifesto? This is your belief statement, this is your positioning, this is your North Star. This isn't about what you do. It's about why you do it and who you do it for. You can pay a branding firm big bucks for this and honestly I just did totally worth it. But you can work on this yourself to really start to get started. But if you're looking for like a real branding experience, you're going to want to hire a branding firm at that point when you're ready to go out there. But the manifesto fill in template I will actually link in the show notes, but it is.

Speaker 1:

I believe real estate is more than blank. It's about blank. I work with blank because I believe they deserve blank Around. Here we blank, we don't blank and we always blank. This is more than a transaction. It's a transformation and I'm here for every step of it. So this obviously is like just a template. You can work it. But an example is I believe real estate is about more than closing deals. It's about helping people make smart, aligned decisions during major life transitions. I work with thoughtful buyers and sellers who care about doing things the right way, not the fast way Around. Here we don't do pressure, we ask good questions, we stay calm under stress and make sure you feel in control every step of the way. This is a real partnership, not a sales pitch. So that's a great example of a manifesto statement and you can then take that and translate it to all sorts of things marketing materials, you can plug it into ChatGPT and then have it like program, some brand voice stuff. So once you have that, it's a great thing to put on all of your marketing materials because then people know what you stand for.

Speaker 1:

I know this episode was a little short, but you do not need to go viral.

Speaker 1:

You do not need to niche down so hard that you don't even like your business anymore, and you definitely don't need to be louder and you do not need to keep copying other people.

Speaker 1:

I want you to think about this question and if you're into journaling, it's a great thing to go ahead and like journal on. What would I sound like in my content if I stopped trying to sound like a quote, unquote good agent and just sounded like myself? Like what are you scared of? What is preventing you from going out there and just being yourself, or sounding like yourself? So I'm here to encourage you to say what you say, be who you are, say it again, because the agents who stand out are the ones who show up with their full voice over and over and, over and over again, and I am encouraging you to do the same. So, if you complete your manifesto or get your three brand voice words, I would love to hear them, email them over, shoot them to me on Facebook or Instagram, because branding is something that I think real estate agents don't do very well, but you can. So go get them, tiger, and I will see you next week.

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Lindsay Dreyer

Host