The 5 Biggest Marketing Mistakes Realtors Make (and How to Fix Them)

If there’s one thing I know about realtors, it’s this: you work hard. You’re juggling showings, negotiations, contracts, and client expectations—all while trying to market yourself in an industry where everyone is shouting for attention. But here’s the real talk: effort alone doesn’t guarantee success. Strategy does.

And when it comes to marketing, I see too many realtors hustling in the wrong direction, throwing time, money, and energy into things that don’t build their business. If you’ve ever felt like your marketing isn’t working as well as it should, chances are, you’re making one (or more) of these five major mistakes. Let’s break them down—and more importantly, let’s fix them.

Mistake #1: Treating Yourself Like an MLS Feed Instead of a Brand

What is the biggest marketing mistake realtors make? Thinking their job is just to sell houses. If that were true, every client would just go straight to Zillow. Your real job isn’t selling homes—it’s selling trust.

But here’s where most realtors go wrong: they market themselves like a glorified property catalog. Their social media is all “Just Listed! Just Sold!” with zero personality, zero storytelling, and zero differentiation.

The Fix: Become a brand, not a transaction machine.

A strong brand makes people feel something. It’s not just about what you do—it’s about how you do it and why you do it that way. Instead of just pushing listings, share:

• Your personal journey in real estate (why do you do this?)

• The behind-the-scenes of your business (what’s it really like being an agent?)

• Educational content (help buyers and sellers before they need you)

• Client stories (how did you change someone’s life through your work?)

If you build a brand people trust, they’ll come to you—not just because you have a house for sale, but because they want you to guide them through the process.

Mistake #2: Inconsistent Messaging & Visuals

Ever walked into a house where every room is painted a different color? It feels chaotic, right? That’s exactly how your audience feels when your marketing is all over the place.

If your website, Instagram, emails, and business cards look like they were designed by five different people, potential clients subconsciously think “If they can’t even keep their brand consistent, how will they handle my transaction?”

The Fix: Get your brand on lock.

You don’t need a fancy design degree—just some basic consistency:

• Logo & Colors: Pick a color palette and use it everywhere.

• Fonts: Stick to one or two, and make sure they match across all materials.

• Messaging: Have a clear tagline or mission statement that sums up what you stand for.

• Social Media Templates: Create branded templates for your posts so people instantly recognize your content in their feed.

A cohesive brand builds trust. And trust builds business.

Mistake #3: Ignoring Storytelling

Numbers are great, but they don’t sell houses—stories do. Saying “Sold in 3 days!” is fine, but saying, “This family never thought they’d own a home—but in just 3 days, we made their dream a reality” makes people feel something.

And emotions drive action.

The Fix: Make your audience feel something.

Every time you post about a home, think: What’s the story here? Try these storytelling angles:

• Before & After: Show what a home looked like before staging and after.

• Client Journey: Walk people through a real client’s experience.

• Behind the scenes: Share what went into making the deal happen.

Storytelling isn’t just fluff—it’s what makes people remember you.

Mistake #4: Relying Too Much on Your Brokerage’s Brand

Let’s be honest—most brokerages have branding that’s…well, fine. But relying on your brokerage’s brand instead of building your own is like renting a house instead of owning it. The moment you leave, everything you’ve built stays theirs, not yours.

The Fix: Make your name the one people remember.

You can still leverage your brokerage’s credibility, but your clients should be choosing you, not just the name on the sign. Here’s how:

• Create Your Own Logo: Even if you’re under a brokerage, have your own personal branding.

• Run Your Own Marketing: Don’t just share company posts—create content that reflects your expertise and personality.

• Invest in Your Own Website: A personal website keeps leads coming to you no matter where you work.

At the end of the day, you are the brand. Make sure your marketing reflects that.

Mistake #5: No Follow-Up Strategy

Most realtors work so hard to get leads and then ghost them. They assume if a client doesn’t buy or sell right now, they’re a dead lead. Wrong.

Real estate is a long game. Just because someone isn’t ready today doesn’t mean they won’t be six months from now. But if you’re not staying in touch, guess what? Someone else will.

The Fix: Keep the relationship going. The old-time strategy of being simply transactional has gone by the wayside, right along with leads falling out of the sky every 10 seconds.

Here’s how to nurture leads without being annoying:

• Start an Email List: Send valuable tips, market updates, and homeownership advice (not just listings!).

• Engage on Social Media: Comment on people’s posts, send personal DMs, and be human.

• Check In: A simple “Hey, just checking in—how’s your home search going?” can go a long way.

• Create a Past Client System, or implement current platforms like Homeowner.ai: Stay in touch with former clients and make it feel natural and in their interest so they refer you to their friends and family.

Your follow-up strategy should feel like relationship-building, not cold calling.

Final Thoughts:

The Realtors Who Win, Brand Like Pros. Don't believe me? Go to your social media and look up the top 5 in your brokerage. It's not just the 'it' factor; it's the brand-it factor!

At the end of the day, real estate isn’t just about selling houses—it’s about building trust, relationships, and authority. The realtors who stand out aren’t the ones who just list the most houses; they’re the ones who build a brand people want to work with.

So ask yourself—are you marketing like everyone else? Or are you building a brand that’s truly yours?

Stay Well Branded,

The Well Branded Blonde