The unexpected first step to building your real estate brand: Elimination
Most advice on building a brand starts with the question, “Who are you, really?”
For many real estate agents and brokers, that question is daunting. The pressure to know your “big why” or list out your unique differentiators can leave you feeling stuck—or worse, sounding like everyone else.
It’s usually easier to begin by ruling out who you aren’t.
Why “No” Comes First
Claiming generic “realtor roles” muddies your marketing. Most agents instinctively know what doesn’t resonate. They feel the friction in approaches that don’t fit - but aren’t sure what to do instead.
A Practical Shortcut: The “Anti-Voice” Exercise
If naming who you are feels paralyzing, start by stating who you aren’t. Tools like the Five Voices model offer a quick filter. Skim the core voices below, and pick out the one (or more) that definitely isn’t you:
Nurturer: Champions of relationships and care. They prioritize harmony and focus on the well-being of others.
Creative: Big-picture visionaries, always innovating and generating new ideas.
Connector: Natural networkers, energizers, and community builders.
Guardian: Reliable, process-driven, practical, and detail-minded.
Pioneer: Bold strategists who love blazing new trails and leading from the front.
Read each description. Is there a voice that instantly feels like a “Nope, that’s not me”? Congratulations—you just made your first real brand decision. Reflect on why that voice doesn’t fit. Is it the value system, approach, or communication style?
From “Who I’m Not” to “Who I Am”
Every brand comes alive in the boundaries we draw. Not a connector? You don’t need to center your brand around networking events or socializing strategies. Not a guardian? You don’t have to build your promise on process and protocols.
Start your branding journey with a list of all the industry approaches, styles, voices, and personas that aren’t you. Use those “nos” as guardrails for your own lane—and notice how much clarity that single act brings.
You Can’t Build a Great Brand Trying to Be Everything
But you can create a truly authentic one by first deciding what you’re not. Start there. The rest gets easier.
