Building Relationships Is Key: People Hire People, Not Logos

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All we hear about today is the importance of branding. Real estate gurus are shouting from the mountain tops that we must have a brand or we will lose business. The idea is that a strong brand will set you apart, attract clients and, ultimately, drive your success.

But here’s the real reality: While branding is an important aspect, it’s not the only source of long-term success in real estate (or any business, for that matter). What matters is something much more impactful: building solid relationships.

Ultimately, people don’t hire logos, they hire people.

Most people don’t hire an agent based solely on a perfect brand; they want to work with someone who they can trust. When you take the time to prioritize building genuine connections over projecting a polished brand, you lay the groundwork for a thriving network of clients who not only return to you but also refer their friends and family to you.

Yes, a nice logo and pretty fonts are great, but it’s the relationship you build first that will keep them coming back.

Agents are sold the idea of spending countless hours and dollars on perfecting their brand without realizing that relationships offer the highest ROI.

Here’s why:

1. Trust leads to loyalty: People do business with the ones they trust. When you focus on building trust through genuine interactions, you create a loyal client base. These are the clients who won’t hesitate to refer you to their friends, family and colleagues.
2. Referrals are gold: Relationship-building naturally leads to referrals, and ultimately more business. This is why before you buy a new product on Amazon, you check the reviews first and if you see tons of negative feedback it makes you think twice before buying.
3. Repeat clients are your bread and butter. If you’ve invested time in building relationships, you’ll find that clients come back to you when they’re ready for their next move. Branding might attract them once, but relationships will bring them back time and time again. That’s your reputation and it can’t be bought.
4. Resilience in tough times: The market is unpredictable and can go up and quickly come back down. In difficult times, a strong network of trusted relationships can be your safety net. When deals are harder to come by, it’s the people you’ve built relationships with who will support you, refer you, and keep your business afloat.

How to shift from branding to relationship building

If you’ve been focusing heavily on branding, don’t worry — it’s not too late to shift your focus to building strong relationships. Here are some simple ways to start prioritizing relationships:

1. Humanize yourself: Showing up on social media is only one part of this equation. You need human interactions in real life. Whether it’s a quick check-in call, a personalized email or a coffee meeting, make the effort to stay connected.
2. As Judge Judy would say “You have two ears and one mouth for a reason”: The best way to build a relationship is to listen more than you talk. Ask questions, understand your client’s pain points and find ways to add value. This approach is far more relatable than simply broadcasting all your latest achievements.
3. Be authentic: Forget the corporate jargon and polished pitches. Be real, be yourself, and let your personality shine through. Authenticity builds trust faster than any scripted sales pitch ever could.
4. Give before you receive: Whether it’s offering advice, sharing a helpful resource, or simply being a sounding board, be generous with your time and knowledge. When you give without expecting anything in return, you build goodwill that pays off in the long run.

Don’t get me wrong, branding is an important step in growing your business, but it’s not a substitute for the human touch. Real estate is, at its core, a people business. By shifting your focus from simply building a brand to cultivating meaningful relationships, you’re investing in the most valuable asset of all — your reputation and your network.

So, next time you’re tempted to spend hours perfecting your branding strategy, consider investing that time in building stronger, deeper connections with your clients. Because in the end, it’s the relationships you’ve built that will truly set you apart.

Angela Yungk is a managing broker and lead mentor with Arterra Realty Florida. You can connect with Angela on Instagram and LinkedIn.