The New Rules of Real Estate Branding: What Great Agents Do Online

The top agents dominating the digital space aren’t just posting listings — they’re building brands.

They understand that online presence is more than a polished website or an Instagram post. It’s about showing up with purpose, consistency, and personality.

Here’s what sets the great ones apart — and what you can learn from them.

1. They Lead With Value, Not Just Sales

Take Faisal Susiwala, for example — one of Canada’s top-performing agents. His online content isn’t about “just sold” posts or quick tips. It’s about education. He uses his platforms to share what he’s learned in decades of real estate — helping not only buyers and sellers, but also other agents who want to grow their business.

That’s what makes his approach stand out: he’s not selling; he’s teaching. And through that, he becomes the trusted voice in his space.

2. They Understand Their Audience

Then there’s Ryan Serhant, who’s built an entire brand around personality and storytelling. His approach feels like a mix of entertainment, luxury, and entrepreneurship.

He’s not just targeting buyers — he’s attracting an audience that’s young, ambitious, and inspired by lifestyle and success.

If you’re a newer agent, you can learn a lot from that energy. Serhant’s brand shows that people don’t just want listings; they want connection, confidence, and someone who looks like they know where the market — and the culture — is going.

3. They Have Teams Behind Them

What many agents don’t see is that these “effortless” personal brands are usually powered by creative teams — people who manage video production, design, social strategy, and websites.

That’s how their online presence stays cohesive and polished. It’s not luck or a viral post; it’s strategy and support.

Even if you’re a solo agent, working with a creative agency (like ours at Zinda) can help you replicate that structure — building a brand that looks professional, consistent, and distinctly yours.

4. They Blend Storytelling With Strategy

The most effective agents know how to connect emotionally while staying strategic. They don’t just share listings — they share why a home matters, or what lifestyle it represents.

Whether it’s a luxury listing video, a heartfelt testimonial, or a behind-the-scenes clip of their day, they’re humanizing their work.

This emotional layer is what builds trust and loyalty — something that static listing photos alone can’t achieve.

5. They Keep Innovating

From educational podcasts to short-form video, great agents stay ahead of what’s next. They test new tools, adapt their tone, and let their audience evolve with them.

You’ll see it in agents who’ve built strong YouTube channels, or who’ve turned market reports into simple, value-packed carousels on Instagram.

They understand that digital presence isn’t one-size-fits-all — it’s a constant experiment.

6. They Invest in Their Online Foundation

Behind every great online brand is a strong website.

Agents like Faisal Susiwala, The Sharif Sisters, and Alrick Celestine all have sites that reflect who they are — clean, functional, and personalized.

That’s where everything connects: your social media traffic, your SEO, your brand credibility.

At Zinda, we’ve helped agents across Canada and the U.S. build websites that do more than look good — they attract leads, tell a story, and evolve with their brand.

Final Thought

If you look closely at what great agents are doing online, you’ll notice it’s not about being the loudest. It’s about clarity, consistency, and credibility.

They’ve turned their online presence into an extension of who they are.

And if you’re ready to do the same, you don’t need a million followers — just a clear brand and the right team behind you.

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