Your brand awareness strategy isn’t about fancy logos or catchy taglines — it’s the process of creating a predictable system that attracts and nurtures clients. In this webinar, real estate trainer and performance coach Chirag Shah shared his insights on crafting a strategy that establishes trust, differentiates you from the competition, and generates real estate deals.
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Extending your brand strategy beyond the sale
Shah noted that most agents focus on lead generation but neglect the post-sale experience, missing out on referrals and repeat business. “This whole concept of what happens after someone buys or sells a home with you is the thing that you’re worth fighting for,” he said, “the thing you should hold on to the most.”
A simple way to ensure long-term client relationships is to ask for permission to stay in touch. “At the peak of the relationship, right before closing, I’d reach out and say: ‘Hey, I just want to thank you for the opportunity to work together,’” he said. “‘Would it be okay if I stayed in touch? We share great things happening in the community, host client appreciation events, and always want to be a resource for you.’ Every person says yes.”
This simple conversation keeps the relationship warm, leading to more repeat business and referrals.
The three pillars of a high-performance brand
Shah organized his advice for agents under a “’think, feel, do’ approach,” that has agents evaluate “first, what do I want somebody to think? Then, how do I want them to feel? Finally, what do I want them to do?” Below, we break down Shah’s three-step approach to brand-building, offering actionable steps to help you create a brand awareness strategy that predictably drives real estate deals.
1. Think: Define your brand identity
A powerful brand awareness strategy starts with clarity. As Shah noted, if you don’t define your brand, the market will do it for you: “Whether you realize it or not, all of us are brands. The way that we talk, the way that we engage, what we post online, how we comment online — it all matters.”
Ask yourself:
- Who is my ideal client? Are you targeting first-time homebuyers, luxury clients, or real estate investors?
- What do I want my audience to think when they see my content? Should they perceive you as the neighborhood expert? A real estate market strategist? A luxury home specialist?
- What problems do I solve? Clients aren’t just looking for a transaction; they’re looking for guidance and a seamless experience.
This may seem like a daunting process, but Shah encouraged real estate professionals to lean into self-discovery. “People think they have to start from scratch, but the reality is, it already exists,” he said. “You are your brand. How you interact with the world, what you do on a daily basis — that is your brand.”
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Action step: Define your brand pillars
Your brand pillars are the core themes that shape your content and messaging, helping you establish trust and attract your ideal clients. To define them, reflect on how you want leads to perceive you and what kind of emotional connection you want to create.
For example, if you want to be seen as a neighborhood expert, your content should focus on community — sharing local insights, market trends, and neighborhood highlights. If your goal is to attract luxury buyers, your messaging should emphasize trust and authority by showcasing high-end market knowledge, client success stories, and exclusive property insights. If you aim to connect with clients on a more personal level, incorporate lifestyle and values, sharing your interests, daily routines, or behind-the-scenes moments to create deeper engagement.
Each piece of content should align with one or more of these pillars, ensuring that your brand remains consistent and compelling.
2. Feel: Build emotional connections
People don’t just buy homes; they invest in emotions, experiences, and trust. Your brand must evoke the right feelings in potential clients.
“How do I want someone to feel?” Shah asked. “What is the emotional tone of it? Like is it inspirational, is it empathy — what am I really trying to connect with someone on?”
Key strategies to build emotional connections:
- Authenticity wins: Share personal stories, challenges, and milestones. If you overcome obstacles in your career or life, sharing that journey builds rapport.
- Social media as a trust builder: Instead of just posting listings, create content that resonates with your audience. Behind-the-scenes glimpses, testimonials, and educational posts make your brand feel human.
- Consistency is credibility: Whether it’s your email tone, website design, or Instagram feed, every touchpoint should feel cohesive and align with your brand identity.
- Leverage testimonials and case studies: Let your satisfied clients do the selling for you. Showcase success stories that highlight how you solved their problems.
Action step
Develop a content calendar to ensure you’re regularly sharing stories that evoke emotion and build trust.
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3. Do: Turn engagement into action
A well-crafted brand awareness strategy isn’t just about visibility — it’s about conversion. You need a predictable system that turns attention into deals.
Shah pointed out the necessity of demonstrating results and engaging in personal interactions. “The reality is, whether you like it or not, you have to talk to people to make money in real estate. You are putting yourself out there. People don’t understand what we actually do,” he said. “No one believes you do this much work. And that’s on us. We have to communicate it better.”
How to drive action:
- Make it easy to reach you: Ensure your contact information is everywhere: website, social media bios, email signatures. Reduce friction by offering direct scheduling links.
- Engage, don’t just broadcast: Real estate is a relationship business. Actively comment, like, and message people who interact with your content.
- Use social media for prospecting: Instead of just browsing, take a strategic approach. Go to your Instagram and Facebook followers and create segmented lists — one for leads, another for past clients, and another for active commenters. Engage with their content first by liking, commenting, or replying to their stories. Then, reach out with a personalized message tied to something recent they posted. This approach makes your outreach feel natural and relationship-driven rather than transactional.
Action step
Implement a follow-up system — whether it’s a CRM, a simple spreadsheet, or a calendar reminder — to stay top of mind with leads.
Protecting your privacy
Many real estate professionals hesitate to share personal content. But, as Shah noted, you don’t need to reveal your entire life to build an effective brand: “You can be private and still push content out. You can show who you are without sharing everything.”
Here’s how you can maintain boundaries online while still being visible:
- Focus on educational content, such as market updates, homebuying tips, and staging advice.
- Share community involvement like local business spotlights and neighborhood highlights.
- Use storytelling without personal details. Instead of sharing your own journey, tell stories of your clients’ successes.
Build your brand strategy with Luxury Presence
In a competitive market, standing out requires more than just presence — it demands a strategy. And while that may seem daunting, Shah reminded agents that the best place to kick this off is at the beginning: “You just have to start. People overcomplicate it. Just get started. Go from zero to one.”
Luxury Presence helps real estate professionals create powerful brand awareness strategies with stunning websites, cohesive digital marketing, and cutting-edge technology. Ready to make a lasting impression and attract the right clients? Let’s build your brand today.
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