How to Build a Real Estate Brand That Attracts Clients (Lessons from Gary Vaynerchuk)

At YourSocialPros, we help real estate professionals grow their brands through effective social media marketing.

I recently listened to an episode of The Tom Ferry Podcast Experience that featured Gary Vaynerchuk: “Building a Valuable Brand”. His insights perfectly align with what we teach our real estate clients, and what we do for them every day when it comes to building trust, growing visibility, and winning new clients online.

Here are five powerful lessons from Gary for real estate agents and Realtors® who want to stand out through social media marketing and build a brand that attracts clients.

1. Lead with Value, Not Just Listings

Gary’s point: The most successful brands give before they ask. On social media, that means offering consistent value, not just “Just Listed” or “Just Sold” updates.

Your audience will follow you to see new homes and listings, but they also want to learn from you. Use your social platforms to educate, inspire, and guide potential clients through the buying and selling process.

 Try this:

• Share market insights like “3 Things Every First-Time Buyer Should Know in 2025.”

• Post local content: best neighborhoods, coffee shops, events, on video. We can edit your raw video footage.

• Offer short, helpful videos about mortgages, staging, or pricing strategies.

• When sharing a “Just Sold”, be sure to highlight what you did specifically to help get the deal done.

 By positioning yourself as a trusted expert, you’ll naturally attract clients who already see your value before they ever reach out.

2. Show the Real You — Not Just the Perfect You

Gary emphasizes transparency. Show the process, not just the highlight reel. In real estate, authenticity builds trust faster than any ad ever could.

Buyers and sellers want to work with real people. Sharing your genuine journey makes you relatable and memorable.

Try this:

• Record “day in the life” clips before open houses.

• Post stories about challenges and lessons you’ve learned.

• Share your excitement after helping a family close on their first home.

 People connect with people, not polished corporate profiles. Let them see who you are, because that is your most valuable brand asset.

3. Consistency and Volume Create Visibility

Gary often says: “The more you post, the more opportunities you create.” Frequency and consistency are key in real estate social media marketing.

Every post is a chance for someone new to discover you, but you don’t have to post daily. Post regularly and stay consistent.

 Try this:

• Batch your content: Create several posts or videos in one sitting. We can help with this.

• Repurpose: Turn open house videos into Reels, testimonials into graphics, and FAQs into carousel posts.

• Stay consistent: Set a posting rhythm like 3x per week and stick with it.

Consistency builds familiarity, and familiarity builds trust.

4. Define What Makes You Different

Gary’s advice: A valuable brand owns its niche. In real estate, that means clearly defining what makes you the go-to expert in your area.

Identify your differentiator. Do you specialize in luxury homes, relocations, first-time buyers, military, seniors, new homes, investment properties?

 Try this:

• Write down your top 3 strengths or niches.

• Reflect them in your bio, posts, and stories.

• Seek client testimonials that reinforce your specialty.

 When clients can easily explain what you’re known for, your marketing starts working for you.

5. Keep Your Brand Voice Consistent Everywhere

Consistency isn’t only about frequency, it’s about brand experience. Gary emphasizes that your message, tone, and style should feel unified across every channel.

 Your social media platforms like Instagram and Facebook, as well as your website should sound like the same person.

 Try this:

• Use the same color palette and fonts for a cohesive look. BTW our Brand Plan does this for you!

• Keep your captions conversational, just like how you’d talk to a client.

• End posts with a simple, engaging question like “What’s your dream neighborhood?”.

When your brand feels consistent and personal, it builds recognition and trust, two things every Realtor® needs to grow.

Final Thoughts

Gary’s messages from the Tom Ferry episode are… Lead with value, show up consistently, and be authentic. Your real estate brand isn’t your logo or slogan, it’s the trust and connection you build with your audience over time. By sharing useful, honest, and consistent content, you’ll turn your social media into a powerful lead-generation tool.

If you’d like help creating a consistent, results-driven real estate social media marketing strategy, our team at YourSocialPros is here to help.

Reach out today for a free consultation.

Bob Halloran
Founder, YourSocialPros