Distinguishing Yourself From the Crowd

By: Dina Cheney

The market is tight, and differentiation is essential, but it doesn’t mean you need to compete in the digital marketing arms race. With Realtors® under so much pressure to post, presence on social media has become the norm. Not to mention, creating and sharing content is both time-and labor-intensive. What’s more effective, efficient, and economical is speaking to your specific target market in other ways.

“Top producers don’t try to market themselves to their entire market. If they do, they’ll spread themselves too thin. Instead, they focus on one small part of the market, like first-time or military buyers, specific types of properties like condos, eco-friendly, or luxury homes, or specific neighborhoods."

Narrow Your Focus

Maybe you’re an expert on Victorian architecture or properties in flood zones. Or you reside in a large development, or you used to work at the largest company in town. Consider what makes you distinct when honing in on your target market. “The more niche you can make yourself, the better off you’ll be,” said Craig Grant, owner, instructor, and coach, The Real Estate Technology Institute.

“Top producers don’t try to market themselves to their entire market. If they do, they’ll spread themselves too thin. Instead, they focus on one small part of the market, like first-time or military buyers, specific types of properties like condos, eco-friendly, or luxury homes, or specific neighborhoods,” said Grant.

Then, make sure your marketing reflects your focus. If you used to work as an engineer, consider integrating blueprints and technical drawings into your website design. If you studied art history, organize a gallery hopping event. To highlight expertise in architectural history, partner with a local historical association and create a historic neighborhood guide.

Leverage Your Brokerage’s Marketing

You don’t need to reinvent the wheel when it comes to marketing.

“The industry has gone down the path of having agents build their own brand and personality,” said Realtor® Jennifer Darby Metzger, broker, owner, and managing partner at The Agency Rutherford. “But some brokerages don’t provide marketing support. You need both: a brokerage with a strong brand and a Realtor® with personality,” said Metzger. She starts with marketing materials created by her brokerage. Then she adapts them to her market, where the average home is under $1 million. She might, for instance, include an image of a historic home so it’s more applicable to her market specialty.

Partner With Local Businesses

Along with leveraging your brokerage’s brand and marketing assets, collaborate with local businesses and organizations. Metzger posts about new coffee shops and restaurants on social media, helping these businesses benefit from her brokerage’s large network and brand recognition. In return, shops and cafes might offer her brokerage meal coupons or invites to tastings or grand opening events. Metzger and her team can then extend these perks to their clients, which helps nurture relationships. Plus, by sharing information about local spots, Metzger’s team reinforces its reputation as community experts.

Invest in Simple and Recognizable Branding

With so many Realtors® turning to Canva and AI tools for quick marketing materials, it’s easy to blend in. That’s why investing in original, consistent branding is key to standing out. The good news: unique logos and templates don’t have to break the bank. Consider working with a freelance designer through platforms like Etsy or Fiverr, or start with lesser-used Canva templates and customize them. Tools such as Coolors and MyFonts can also help you refine your color palette and font choices, ensuring your brand looks polished and professional.

Think Like a Local Reporter

“Data storytelling separates the memorable agents from the forgettable ones,” said Nicole Farber, CEO, ENX2 Marketing, whose company has worked with attorneys transitioning into real estate. “Become the definitive voice for one specific aspect of your market that others ignore, like flood zone expertise, historical home renovations, or investment property cash flow analysis. Create content that positions you as the neighborhood historian and market predictor.”

One of her clients, an employment lawyer-turned-Realtor®, wrote detailed posts about zoning changes and their impact on property values. “She became the go-to person when homeowners wanted to understand what new developments meant for their investment,” said Farber.

Rather than sharing generic market reports, another Realtor® created and distributed infographics featuring ‘your block versus the town’ comparisons, Farber said. She has also seen agents produce mini-documentaries about neighborhood changes. “This content gets shared organically because it’s genuinely interesting, not just sales material,” said Farber.

…Or a Magazine Editor

Try to position yourself as a local lifestyle curator, said Rebecca Falzano, principal and content and creative director at Vernacular Agency, a division of Helm Digital. “We helped one Realtor® launch a monthly neighborhood spotlight featuring local businesses, hidden gems, and seasonal activities, designed with the same visual quality as shelter magazines,” said Falzano. “Her listings started receiving 60% more inquiries because buyers saw her as the expert on living in the area, not just selling it.”

Falzano recommends hiring a professional photographer and asking them to take “lifestyle” shots of you, rather than headshots. These images should capture you in action in your community, chatting with neighbors, strolling down the main street, or picking up a coffee.

Go Old School

These days, most of us receive more spam on our phones and in our email than in our actual real-world mailboxes. With the deluge of digital content, screen fatigue can set in—and print can stand out. “We found print still works for a certain demographic,” said Metzger, who said her brokerage runs both digital and print campaigns to reach the broadest audience. That means social media, plus billboards, postcards, and ads in the local newspaper.

Give Back To Your Community

Try to become known for doing good in your area. The Michael Martinetti Group, with offices in Scotch Plains and Westfield, sponsors an annual college scholarship for a local high school senior and holds annual “Santa” and teacher drives. For the former, parents and guardians submit their children’s wish lists. The team responds with hand-written letters from “Santa” and hand-delivered gifts. During the teacher drive, they ask teachers statewide to submit school supply wish lists. Then they purchase many of these items.

Another strategy is distributing branded swag at large celebratory events in your community. The Sudell Team, in Avalon, captains the final boat of the town’s annual Independence Day boat parade, throwing out more than 5,000 custom T-shirts to spectators lining the bay. During this past year’s high school graduation, when it was more than 100 degrees, Metzger’s team donated 100 branded fans.

Or give back in a smaller way. Recently, one of Martinetti’s agents went door-knocking in the neighborhood of one of their listings. He brought all the supplies for lemonade, including lemons and custom cups. In the process, he gained six potential new clients, said team leader, Realtor® Michael Martinetti.

“Falzano recommends hiring a professional photographer and asking them to take “lifestyle” shots of you, rather than headshots. These images should capture you in action in your community, chatting with neighbors, strolling down the main street, or picking up a coffee.

Be Consistent

You’ve heard this advice before, but it’s commonly shared for a reason: it works. “ROI is rooted in recurring, sustainable visibility and traffic, the kind of brand awareness that builds steadily over time,” said Metzger. “Consistency creates the ROI, not the one-off new shiny thing you do.”

So, even if you execute a one-time out-of-the-box marketing campaign, don’t neglect regular marketing outreach.