I recently watched the TV series House of Guinness. As I followed the story of how one family turned a dark Irish stout into the most famous beer brand on the planet, I couldn’t help but think about real estate.
Participate in the INMAN Intel Index Survey
Not because beer and housing have much in common, but because the principles that made Guinness iconic are the very principles that differentiate the unforgettable from the unforgettable.
So grab a cup (or at least a notepad) and let us explain what Guinness can teach you about building a real estate brand that will stand the test of time.
Don’t just “market” your services as different, make them physically different
Guinness didn’t become a global powerhouse by slapping fancy labels on the same beer other companies were brewing. It uses nitrogen instead of just carbon dioxide to create a smooth, creamy texture that other mass-produced beers can’t reproduce. The product itself was different. This difference was important because customers could taste it, feel it, and see it in every glass.
Too many agents try to differentiate themselves with slogans and headshots while offering the same cookie-cutter services as everyone else on the block. If you want to stand out, not only your marketing but also your services must be fundamentally different.
That could mean great market analysis, a truly great listing presentation, a negotiation strategy that gets measurable results, or a customer communication system that makes people feel like they are your only customer.
Think of it this way. If a homeowner were blindfolded and compared your listing process to the agent down the street, would they see a difference? If not, you have a branding problem that a tagline can’t solve.
turn the process into a ritual
One of the greatest things Guinness has ever done is turn the act of pouring beer into theater. The famous two-part pour. Settled in 119 seconds. Fascinating waterfall of bubbles. Ordering Guinness is not a transaction. It’s a visual experience. And that experience always strengthens the brand.
What’s your version of the two-part pour? Every touchpoint with a client is an opportunity to create a ritual that shows professionalism and care.
Perhaps this could be a way to conduct listing consulting using a custom bound market analysis instead of stapled together with a few printed sheets. Maybe it’s a 30-day post-closing follow-up system that keeps your clients remembered long after you hand over the keys.
Agents who incorporate ritual into their processes create expectations, and expectations create perceived value. When your clients see you working with a carefully designed system, they’re seeing your version of that Guinness cascade, and they know they made the right choice.
Own the empty lane and never leave it
Guinness never tried to be light, cheap, or trendy. They owned the creamy, smooth, dark, premium, ritual-based lane and stayed there. While other brands chased every trend in the beer market, Guinness doubled down on its uniqueness. Clarity of identity is one of the most powerful things a brand can have.
In real estate, the temptation to be everything to everyone is huge. I would like to list a luxury home or an entry-level condo. Let’s say you want to farm three postal codes. You want to be a relocation specialist, investor, and first-time buyer champion.
But the agents who build the strongest brands are the ones who choose their lane and own it completely.
Become a neighborhood expert in one community. Become the go-to agent for moving buyers. Become a specialist in listings that always get top dollar. If you try to be everything, you’ll end up with nothing memorable.
Guinness understood that “this is us” meant “this is not us,” and that discipline built an empire. (This is especially important for agents right now with the whole “they said they would…” conversation.)
Build consistency into everything you do
Here’s something most people don’t know. Guinness poured in Dublin will taste exactly the same as Guinness poured in Tokyo or New York. It’s not an accident.
The company has invested heavily in controlled gas systems, specialized equipment, and rigorous training protocols to ensure its products are not compromised by human error. They basically build quality control into the infrastructure itself.
Think of your business the same way. Every listing presentation, every buyer consultation, and every market update you send out should feel consistent and professional, whether it’s a great week or a bad week.
That means systems, checklists, and templates that ensure service standards don’t drop below a certain level. It’s the difference between pilots who fly on instinct and pilots who follow a pre-flight checklist every time they take off. Both may be talented, but only one can guarantee safety at all times. Your clients deserve the same trust.
Make price secondary to experience
Guinness has never been the cheapest beer on the menu, nor has it ever tried to be. They competed on “value,” not “cheap.” Customers are willing to pay a premium because the experience is worth the price. Ritual, taste and identity of Guinness drinkers. When it all adds up, it’s worth more than the price tag.
This is perhaps the most important lesson for agents navigating commission conversations today. If you have the advantage of low fees, you have already lost the brand battle. Agents who command full commission without pushback are those who have built a value proposition so compelling that price becomes secondary.
They don’t defend their rates – their service speaks for itself. When you execute a flawless marketing plan, negotiate with surgical precision, communicate every step of the way, and the homeowner sees it, the question “Why should I pay you this much money?” disappears. It just never comes to mind.
Make your process a testament to integrity
At the heart of the Guinness brand is a simple and powerful message: ‘We’re in no hurry.’ This 119-second pour is more than just a gimmick, it represents craftsmanship, standards, and respect for the customer. “We care enough to get this right, even if it takes a little longer.”
In a market full of agents cutting corners to close faster, your commitment to doing things right will be your biggest competitive advantage.
When you take the time to properly research comparable sales instead of pulling a simple number, when you insist on professional photos instead of iPhone snapshots, when you walk clients through every line of a contract instead of rushing them to sign, you’re sending the same message that Guinness sends with every pour.
It’s not just good business. That’s a brand worth building.
