Broker and New Inman contributor Angela Yongguk offers advice on connecting with clients and building lasting real estate relationships.
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All I’m hearing today is the importance of branding. Real estate gurus are screaming from Mountain Top that we must have a brand. Otherwise you will lose your business. The idea is that a powerful brand will set you apart, attract clients and ultimately drive your success.
But here is the real reality. Branding is an important aspect, but it is not the only source of long-term success in real estate (or about it). What’s important is something that has more impact. It’s building solid relationships.
Ultimately, people don’t hire logos, they hire people.
Most people don’t hire agents based solely on the perfect brand. They want to work with people they can trust. Taking the time to prioritize building authentic connections over projecting sophisticated brands will not only return to you, but also lay the foundation for a thriving network of clients who showcase their friends and family.
Yes, the nice logo and beautiful font are great, but the relationship you build in the first place is back.
Agents are on sale with the idea of spending countless hours and dollars on completing a brand without realizing that the relationship offers the best ROI.
Here’s why:
Trust leads to loyalty: People do business with things they can trust. Focusing on building trust through authentic interactions creates a loyal client base. These are clients who don’t hesitate to refer you to your friends, family, or colleagues. Referrals are gold: Relationship building naturally leads to referrals and ultimately leads to more business. This is what I think before purchasing a new product on Amazon, I first check the reviews and if I see a lot of negative feedback, I think about it a lot before I buy. Repeaters are your bread and butter. If you spend time building a relationship, you will see that your client will come back when they are ready for the next move. Branding may attract them once, but the relationship will return to them again and again. That’s your reputation and you can’t buy it. Resilience in difficult times: Markets are unpredictable and could rise and return soon. During difficult times, a strong network of trustworthy relationships will become your safety net. When it’s difficult to get a deal, it’s the people you’ve supported you, introduced you, and created relationships with people who are floating your business.
How to move from branding to relationship building
Don’t worry if you’re focusing on branding. It’s not too late to shift your focus to building strong relationships. Here’s an easy way to get started with relationship prioritization:
Humanize yourself: What you see on social media is just part of this equation. Human interaction is necessary in real life. Whether it’s a quick check-in call, personalized email, or a coffee meeting, we’ll try to stay connected. As Judge Judy says, “There are two ears and one mouth for reasons,” the best way to build a relationship is to listen more than you can talk about. Ask questions, understand the client’s problems, and find ways to add value. This approach is much more relevant than simply broadcasting all the latest results. Being authentic: Forget corporate jargon and refined pitch. Be authentic, become yourself, and make your personality shine. Reliability builds trust faster than scripted sales pitch. Give before receiving: Whether it provides advice, share useful resources, or simply a soundboard, you will be generous with your time and knowledge. When you give without expecting anything in return, you build goodwill that will be rewarded for the long term.
Don’t get me wrong, branding is an important step to growing your business, but it is not a replacement for the human touch. Real estate is at its core, its business. By simply shifting your focus from building a brand to fostering meaningful relationships, you are investing in your reputation and all the most valuable assets that are your network.
So, the next time you want to spend hours on your branding strategy, consider investing that time in building stronger and deeper connections with your clients. Ultimately, it’s the relationship you’ve built and it really makes you stand out.
Angela Jungk is the managing broker and lead mentor for Arterra Realty Florida. You can connect to Angela via Instagram and LinkedIn.
