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7 Best Real Estate Marketing Tips: How to Get Found, Get Chosen, and Build Trust

  • Writer: Christine George
    Christine George
  • 2 days ago
  • 4 min read



This is the season's Best Of. I went back through some of my favorite conversations from this season and pulled the seven tips that resonated with me most. When I laid them all out, they sorted themselves into the three ideas this whole show is named for: getting people to know you, like you, and trust you.


Know: Can people actually find you?

First up is Angie Javier from realtor.com. When an agent tells her business has slowed down, she does something a little unconventional. She looks them up online, right there in front of them. And 98 percent of the time, she cannot find them. The point is, a buyer who took your card at an open house is going home to look you up, and if you are not there, your card is gone. Her fix: claim your free realtor.com profile, get one clear website instead of three conflicting ones, and make sure you show up on at least one social platform.


Next, Google expert Tasia Custode clears up something about the Google Workspace ecosystem. Think of it as your suite of Google apps, Gmail, Drive, Docs, Sheets, and Slides, all working together, with Gemini's AI tools now woven throughout. Her take is that the paid Pro version is worth it because it is where the AI-powered features that can actually save you time live.


Then SEO expert Emily Gertenbach delivers this super important tip: you may have heard that GEO, optimizing for AI search, is a whole new discipline. Google recently published guidance that essentially says it is not a separate thing. Good SEO and good AI search come down to the same rule: put genuinely valuable content online that a generative tool could not have produced on its own. You do that by adding your first-person expertise. Emily points to E-E-A-T, which stands for Experience, Expertise, Authoritativeness, and Trustworthiness. You are a licensed professional with real stories, real mistakes you have watched clients avoid, and real results. Say those things in your own voice, and you will out-rank any hack.


Like: Do you sound like someone worth choosing?

Being found is one thing. Being chosen is another.


Brand strategist Scott Coligan believes the reason so many agents blend together is simpler than we want to admit: they only study other agents. His advice is to look outside your category entirely. Study hospitality, concierge medicine, interior design, anywhere a person wants to feel cared for and advocated for. Then design your brand around the feeling you want a client to walk away with, not around the transaction. Distinction is not something you wait for the market to hand you. It is something you intentionally create.


Marc Davison and I do not agree about personal branding, and we spent a whole episode on it. But he is right about one thing. Decades ago, agents were salespeople who worked for a broker, so the only thing to promote was personality: the red hat, the dog, the smile. Today is different. You have a book of business, listings, clients, reviews, and a point of view. In his words, you are sitting on a vault of good stuff. Build your brand around what you have actually created, not only around a photo of you holding your phone.


Trust: Does the experience match the promise?

The last piece is trust, and trust is not only built in front of your client. It is built behind the scenes, in the culture of your team.


Happiness expert Valerie Alexander shared a framework you can use today. Three things make people love their work: accomplishment, autonomy, and acknowledgment. People want to feel a sense of progress; they do not want to be micromanaged, and they want to be seen for their contributions. She also names a trap, the accidental manager, the good person who was never actually trained in the soft skills of leading people. This applies whether you have a full team or a handful of contractors who make your business run.


And I will close a little closer to home, with my BKeeperAI co-founders, Laura O'Connor and Eric Hunsberger. Our promise is accurate, easy expense help delivered through human verification. That human piece is our non-negotiable because it is what builds trust. As Laura put it, even 15 minutes spent getting someone on the right track can be what earns you a customer for the next 12 months. The lesson for any agent is the same: make the experience easy and ensure there is always a real person behind it.


Seven tips, three ideas. Get found, sound like someone worth choosing, and make sure the experience lives up to the promise. If even one of these gave you a next step this week, that is the whole point.


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