Personal Brand & Marketing

Nobody Remembers Generic

If your marketing could belong to any agent in the Valley, it's not branding — it's noise. The agents people refer aren't the ones with the most polished flyer. They're the ones with a point of view: a way of talking, a specialty, a story people can repeat.

Don't ask "does this look professional?" Ask "could a stranger tell this was uniquely me?"

I had the privilege of speaking at the ADU conference in San Diego last week, where I shared insights from decades of valuation experience and work helping investors navigate California’s evolving housing landscape. It was energizing to connect with builders, homeowners, and industry leaders who are shaping the future of ADU development.

I also attended the Small Business Expo, gaining fresh ideas and strategies to strengthen my brokerage and consulting firm. With a background in commercial and residential valuation and a hands-on track record as an investor, I’m committed to helping clients make informed, strategic real estate decisions. Excited to bring these new perspectives back to my work at Michael Josh Realty.

After 23 years in real estate, I’ve learned that your greatest legacy isn’t your sales volume—it’s how people feel after crossing your path. Share your knowledge, celebrate others’ successes, give your time freely, work hard without losing your humanity, and bring kindness, loyalty and respect into every room. Deals close. Markets change. Character lasts.

There are many people who still want to talk to someone on the phone before they tell you why they are calling. If you do not have voicemail set up or your voicemail is full many people will only try calling 1-3 times then move on to the next service provider. Have someone check to confirm the message and impression possible customers are getting when they do not get a hold of you directly.

When choosing a real estate agent, look beyond the usual promises. Ask how they plan to market your property, who they can reach, what networks they belong to, how they use video and social media, and how they communicate results. Experience matters, but so do strategy, resources, relationships, and follow-through.

“I don’t look good on video.”
“I don’t like my voice.”
“Nobody will follow me.”

How many opportunities do we lose because of limits we put on ourselves?

You can’t control who watches, likes, scrolls past, or what someone thinks about your content.

That part isn’t your job.

Your job is to show up, share your message, and give people a chance to connect with you.

Sometimes the biggest limitation is the one we create ourselves.

I was mentoring a fellow longtime agent today who had stopped doing things that once worked—farming, postcards, letters, door knocking—because she thought they might not work anymore.

It made me ask: What if what worked 20 years ago still works today?

Maybe the answer is combining those proven habits with today’s video, social media, technology, and AI.

Sometimes moving forward starts by remembering what worked before.

Remember "if you are not UNIQUE you are exactly the same". Ask yourself what makes you UNIQUE, if you can't answer that question your clients can't either! Go be great!

Anyone can hand over keys. Not everyone can make someone feel like their life just changed for the better. That's the difference between doing a transaction and building a legacy. Know your worth. Serve with your whole heart. The rest takes care of itself.

Advice for New Realtors: Start Thinking Like a Business Owner

One of the biggest things I tell new Realtors is this: being a Realtor is the same as starting your own business. Getting your license is only the beginning. You now have to build a business, create a reputation, and let people know what you do.

Start with the people you already know. Make sure your friends, family, neighbors, former coworkers, and acquaintances all know that you are a Realtor. You want them to understand that they now have access to their own real estate expert—someone they can call with questions about buying, selling, investing, or simply understanding the market.

Your goal is to become top of mind.

When someone you know thinks, “I wonder what my house is worth,” “I want to buy a house,” or “I have a real estate question,” you want your name to be the first one that comes to mind.

That doesn't happen overnight. It takes consistent communication, marketing, networking, follow-up, and most importantly, providing value. Don't just contact people when you want a referral. Stay in touch and become the person they trust for real estate information.

Your business is built one relationship at a time. Start letting people know you're a Realtor, stay visible, provide excellent service, and work toward becoming the real estate professional people naturally think of when they need help.

That is how you begin turning a real estate license into a real estate business.

Scott Post Rodeo Realty