Personal Branding: Become the Real Estate Agent Everyone Knows
00:00You guys, Erica, call it authentic.We call it honest.People who know me online, they know the real me.You will learn and become competent by being consistent,and you will become confident by being competent and consistent.This is KGCI Real Estate on Air Live,your weekly deep dive into the strategies, trends, and tools,shaping the real estate industry,
00:26from market updates to actionable strategiesand exclusive interviews with top 80s.We are here to unlock your full potential and help you thrive.Thousands of agents trust KGCI every week.Now it's your turn.Let's go live.Here's Ian Wheatley.Hey, good morning.
00:43Well, in a crowded market, the agents who win aren't just good at real estate.They're the ones who know everyone, right?But with so many platforms, so much noise and so little time,how do you build a brand that actually breaks through?Too many agents often waste energy chasing trends or copying others only to stay invisible in their own community.That's why this week on Real Estate on air live, I am unpacking what it really takes to build a personal brand that makes you unforgettable.From the social strategy and story-based marketing to the small daily moves that earn trust and drive referrals,I've pulled in a big team of top-producing agents and social media influencers,
01:23including Go-Go Bethke, Tina Belvo and Sarah DeLansig, who shared that it's not about being viral.It's about being honest and consistent in whatever you do.And that's coming up in less than five minutes.Plus, what happens when the government proposes slashing housing support by 30% while mortgage demand spikes double digits overnight?You might be thinking, how does this actually impact me as a working agent?Well, let's find out now.It's time for housing headlines on real estate on air live.So the Trump administration is proposing in its 2026 budget for a nearly 30% cut to HUD,
01:59dropping from a $72 billion budget this year to $43 billion next year.And at a recent House subcommittee hearing, Housing Secretary Scott Turner defended the proposal.We cannot keep running the same plays that are causing Americans to lose.It's time to run new plays and get a new playbook.And this budget, the president's fiscal year, 2026, is indeed that new playbook.But the reaction, primarily from Democratic lawmakers, far from supportive Congresswoman Bonniein Coleman in New Jersey fired back calling the proposal devastating.I don't think you're refocusing.
02:34I think you're devastating.And this is a ludicrous proposal.Well, Representative Mike Quigley of Illinois was even more blunt.No reform measures are going to be able to allow us to cut HUD by 50%and not have our most vulnerable people on the street.Needless to say, I'll be keeping an eye on how this budget fight unfoldsand what it could mean for housing assistance programs going into 2026.But, you know, when funding programs like HUD get gutted
03:05and lending standards shift in real time,it will absolutely impact our clients,especially those first-time homebuyers or those rentersright on the edge of home ownership.And I know that I've been sharing a little bit more urgency this weekwith my clients looking to take advantage of some of those HUD-supported programs.There's also good news on the mortgage front.After three weeks of decline, mortgage demand bounced back
03:27in a big way. Overall, mortgage applications rose 12.5% last week, marking the highest level in over amonth with purchase applications jumping 10% for the week, now up 20% year over year, and refinanceactivity climbing 16% week over week. That's a 28% gain from this time last year. And that is a lot ofnumbers from the Mortgage Bankers Association there, who also had another report that shows thatmortgage credit availability. That's how easy it is to qualify, just hit its high.highest level in almost three years. So agents, what does this mean for us? It means that buyers havewoken back up and lenders are loosening the grip. And with purchase applications of 20% yearover year and mortgage credit availability at a three year high, this is a big cue in a big way
04:14to reengage cold leads, refresh pre-approvals, and check in with those fensiters who may nowqualify. Also, if you are not actively talking with your lender partners this week, you'reprobably missing a big opportunity to ride the wave before rates or inventory, go shifting on usagain. And that's to check to your housing headlines on real estate on air live. I'm Ian Wheatley.Branding isn't your logo. Branding isn't your headshot. Branding is what people feel when they hear yourname. It's what they say about you when you're not around. Today I'm bringing you some realstories from top producing agents who became known not by chasing followers, but by showing up withconsistency, confidence, and personality. And if you've ever wondered how to build a brand that
05:06actually sticks, you're going to want to stick around. These voices are proof that it's not about beingloud. It's about being you everywhere you are. First up, we chat with Tina Belvo. She didn't wait for aperfect brand package or social media strategy. She started out with what she had, a Facebookprofile. And over time, that small decision turned into something powerful. A trusted presencerooted in real stories and real service.Here's how she found her voice, built her community,and started showing up consistently.People who know me online know me.
05:41They know the real me.Like, there's certain things I don't share.But like for me, that was a path that made sense.So I think part of what I tell people with figuring out, like,their social media voice is like there's this mix of like you have to get real withyourself of like, what am I willing to do?Because I don't create a social media plan where you know.that you're never going to share or that you're never, you know what I mean, about yourself.
06:03Right.And then you have to start pushing the edge of what you're comfortable with and just put yourselfout there a little more and a little more.And I think that's what I did organically.And it was not like easy.I'm sure it was bumpy.I probably can't remember half of what was hard about it.But I just kept going.
06:18I kept sharing.And also I love Facebook.Like I and it's, we'll talk about Instagram in a minute, but that's like the platformwhere actually I love it less and less.less, but like it's a place now where I have such like such a, like I feel like it's changed a loteven just in the last few months. But like, that's where all my real connections are, peoplewho actually know me and I know them and we've probably met, whereas Instagram is so much moreof like a persona. So I feel so my advice is if you're listening to this, like where do you like to
06:49spend time? Like people will come to me and be like, I need to start Instagram. And I'm like, yeah,like, but I went on your Facebook and you've like hundreds of friends in your town. Like, don't sleep onthat unless you just hate it there and don't want to log in and look around, in which case,fine, like find somewhere else. But it's just like self-assess a little bit, and you'llstart to see threads of what could make sense for you to just start pushing yourself and beingmore strategic and more consistent, more honest. Next, we turn to Go-Go Bethke,known across the real estate industry is the queen of social media. But Go-Go-Godidn't build her brand with polish. She built it with honesty. She shows up, speaks her mind,
07:28and she magnetizes the people who relate.And here's how she became the agent her audience couldn't forget.I'm going to open it right up with,why do you think social media is a powerful tool for real estate agents?Oh my gosh, because everybody and their mother and their grandmother is on there, right?So you can reach people, right?Like you can get an audience, you can create like your own little reality show.You can take them as far or as not far into your life that you feel.
07:58comfortable with, right? And also, most importantly, because over time, you earn people's trust,right? And when you earn their trust, they will do business with you no matter what. So I don'thave to negotiate my commissions. I don't have to convince and back people to work with me. Like,they're little. You're like, hey, go, go, do you have a baby? So we need a bigger house. Do you thinkyou could help us? I know you're so busy. Like, literally they raise their hand and they're likebeg me to work with them. Right. So it's just a different experience. You also get to cultivate your people.right versus having worked with some random person that the zillos of the world sent you that you havenothing in common with them right so what happens when it comes to social media when you put your
08:37content out there and your content might be like let me share a couple things about me so it helps youunderstand of who your people are who my people are so for example i'm a foreigner i'mhungarian from Romania i speak multiple languages so i have a whole audience of people who follow mebecause they're also immigrants right so we have that in common i'm a mom of two boys right so now i haveall the moms of two boys, we have that in common. I have a furry daughter and her name isCharlie and she's a bulldog. So now I get people who have bulldogs and they love bulldogs and I lovebulldogs. So now we have that incoming, right? I could continue and now I live in Florida, but Iused to live in Michigan. So I have, you know, the Michigan people and now I have the Florida people.
09:15And now these people can come on the journey with me, right? So you don't have to like be in a certainphase of your life. Like people that said, then I was friends with when our kids were in kindergartenand together. I can still be in their world, even though I'm not in their vicinity. I don't livein Michigan anymore, right? But we have known each other all the time. I can still be and stay infront of them no matter where my life takes me. So think of it as your social media, is that youraudience. And you get to build it without borders. So you can have followers from India. You can havefollowers from Kentucky. There's no location tied to it. And especially if you're an agent with thebrokerage like AXP, where we get to do agent attraction, where agents can join us, no matter where
09:54they are located, having a platform where you have no location.Now, personal branding isn't just about posting online.It's also about how you show up offline.And Sarah DeLansig explains how follow-up done with heart and humility keeps Sir Brand alivein her sphere.And spoiler, it's not about newsletters.It's all about being real.Yeah, so you've got to keep it casual and relational, like no matter what, right?
10:22I prefer video texting with that because then you can actually like, hey, you know,hey, Ian, it's Sarah.It's been a while.Just want to see what you're up to.And then whatever the reason is that you're reaching out.Like, hey, I actually sold a home in your area and I just was thinking of you and justwant to see what you're up to you, right?So that's kind of how I would recommend it.
10:46When you're doing sphere of influence stuff, you should absolutely be the one following up.If you know these people and they're a part of your life, make a video, take some time.They'll feel appreciated.And especially if like whatever your reason is to follow up with them, then make it so thatthat's like kind of buried in it.It's not your forefront.And if you really care about these people, then you shouldn't just be trying to get themto work with you anyway.
11:12Right.Right.I have a conversation.And then that naturally like people that are good people are naturally going to ask youabout your career.One of the things you can also do is, like, ask them, hey, what are you doing for work nowadays?And then they're automatically going to feel obligated to ask you back what you do.And then you could bring it up if they don't already know that you're in real estate, right?
11:30Got it.Now, what's the balance between personal and professional type of a conversation in that SOI follow-up?Well, I mean, it depends on your relationship with the person, right?Are you guys hanging out every weekend?Or are you, is it a sphere of influence?you sold them a home before, but you don't invite these people to your birthday party, right?Like that just depends on that, which all of this stuff is kind of like, you know, you just kindof got to gauge, like what makes sense? Obviously, you're not going to, you know, throw shade on
12:05something and, you know, that nobody knows what you're talking about. So you got to, you got tohave the conversations that makes sense for the person that you're talking to.Remember when Tina Belovost said that it was her Facebook profile that started at all? Well,it was over time her presence grew, and then she started leaning into Instagram.And she didn't just gain followers.She built credibility that opened new doors.Yeah.And I love what you said about, like, being known where you go.
12:31And that has happened for me.I didn't set out for that, but it brings me so much credibility and so much opportunityto be known in the spaces that people know me locally and also, like, on the agent stageand things that I've done.And I think Instagram is a place where,it really helped me expand on exactly that. And I think in 2019 or early 2020, I was sitting at like2,000 followers, mostly people I knew and like whatever, just some random people that followed me over thattime. And my Instagram had been like okay at that point, but there wasn't like a real growth strategy.
13:07So basically I made a decision that I wanted to increase my follower count.You can't be unforgettable if nobody sees your face. Now go go, Go, Befki makes it clear that if you wantpeople to choose you, they mustrecognize you, and here's howshe makes sure that they recognize her.Okay, so as for content,I would recommend that90% of the time
13:29you have to be in the pictures and videos.Okay. Because what are we really selling?Are we selling the house, or are weselling ourselves and our services?Because canthat house be sold by,I don't know, 2.4 other millionrealtors?
13:45Yes. So the end of theyou're selling go-go and go-go services right so I'm selling I want you to pick me as your realtorI know you can pick 40,000 other ones in the state of Michigan but I want you to pick mein order for that to be a me you have to be in the pictures and the videos right not only have tohave brand recognition which is your name right you also have to have face recognitionso when you go into the grocery store when you go to a concert when you go to I don't knowbonfire at your best friend's house and the people are like aren't you go-go-chuk thatsales of real estate?
14:18Yes, I did my job.You know my name, you know what I do.So that means now you can Google me.Okay, so you have to be in the pictures and in the videos because in the end of the day,you don't sell houses.You sell yourself and your services.Okay.So that.
14:34As for what type of content to create, I recommend the shorter.So how do you keep that brand alive even when life gets messy?Well, Tina used Facebook groups to stay connected with her past clients and farm areas.building digital spaces that felt like a community, not ads.I look for the wave and I ride it.Or sometimes I strong arm my way to solve a problem.So the client group was a strong arm because COVID happened.I was just rebooting my team after going through the worst,
15:03kind of most tumultuous period of my career at that point.And I was rebooting my business.I was re-engaging a database that I had not been in touch withbecause I'd spent four years in brokerage leadership instead.And I had this great plan to like do all the things.I was going to have like a relaunch party, this, that.And then COVID happened.And then I was like, oh my God, like what am I going to do?
15:23What am I going to do?And then it hit me like, I want to start a Facebook group for my clients because I do lovehang.And groups are where it's at.Like anyone listening to this, if you're a mom, you know like mom's groups on Facebook.They're amazing.Like the info, the level of information and resources that we share with each other is so cool.So like I have such an appreciation for that.
15:43the power of groups because they're like a whole different setting. They're not performative.They're like actual connection, resource sharing, information sharing. So I was like, all right,I'm going to launch a Facebook group from my past clients and like my advocates and the people thatsupport me a lot. I had a lot of concerns. Is it going to work? Is it not? And I launched it and it wasreally impactful. And it's still there. It's not like the same focus for me at this point becauseit's been years and we're back to like having appreciation events and seeing people.but it's there. And I have clients that post in there every month. They're always looking forcontractor referrals. And it's this like great spot where they can reach me and feel a connection
16:24to me. But I'm not individually calling them or being like, hey, do you need anything? Which is likesuch a good idea. But I am at a point in my career where I am too busy for that. Like I amobsessed with figuring out how to get people to come to me. And then I can respond to whatever they need.And that also gives me a lot of purpose to be like a hub for people.So the group is like a way of it's like a funnel, but not in the way we think of marketingfunnels.Like for me, it's like like a real magnet.And having people understand that like the connections and knowledge that I have is
16:58incredibly valuable.And for them to perceive that like staying in relationship with me being loyal to me,referring me affords them the opportunity to have access to a lot of knowledge and peoplethat you just wouldn't have without that. I obviously feel very passionate about this. So that's,that's my client group. And then at the same time, I had started a geographic focus group in 2015when I was really going hard with traditional farming in my area. And then it sat dormant with 200 peoplefor five years. And then COVID happened and the group just started growing. I didn't even notice at first.I had like unfollowed my own group because like it was empty. It was completely dormant. And I noticed it was
17:40growing and I was like busy getting my other group off the ground. And I'm really a big believer inlike I get a project to where I feel like maybe it's not done, but like I need to finish this beforeI start that. And like that takes discipline, but I've learned the hard way that it needs to be that way.So once my client group was at a point where I felt like, all right, like I've got this in hand.I'm in maintenance mode. I started to pay more attention to my digital group, my geographic group.And now we have 10,000 members. It's brought me.probably $15 million in closings over the last four years, which is like awesome.It's not like life changing for my team, but it's all in my niche.
18:21It's all at a great price point.It's all part of the overall brand growth and where I want to be and what I want to be knownfor.I'm like the unofficial mayor of my little like, it's like a zip code.It's so funny.It's not even a town.It's just this area that like did not have a Facebook group and didn't really have a brand.as an area.
18:41Okay.And it's an incredibly valuable group.So I do all these different creative things in there to collect contact info and buildmy email list and grow my database.I run giveaways.I have all kinds of posts that I do.I have two people who moderate it for me as volunteers.Like it is a system.
19:01So yeah, I have a whole course on how to build a group like mine.Yeah.How does one take that course, Tina Bala?I mean, you can go to Tina Belavow.com and find all of my courses.So I call it like generate your dream leads with a digital geographic farm,a little bit of a mouthful.But that's exactly what it is.And there's so much upside.
19:28Like you can build a Facebook group from anywhere.You can schedule your posts two months out at a time.It's so leveraged.Yeah.And it's, nothing's easy.but it's way easier than a lot of other things I've done at other phases in my career to lead generate and network.Now, Sarah takes us even deeper into the power of follow-up, especially with cold and slow-to-convert leads.Why does it matter? Because when they're finally ready to move, they remember the one person who never disappear.
19:58Trying to make sure that they got whatever they requested.Instead of just being like, can I help you, you know, do you have, you know, just jumping right in and acting like they're ready to buy or sell, right?that's that's my approach but also giving them that option where you're like that's playing with firelike saying hey you can say stop when they feel like they're in control of the situation they tend tonot ask to be get taken out of it because they kind of like the reminder okay you know what I'm notready now but this person's going to call me again in a week or again in a month and then I'm goingto be you know and then maybe I'll be ready then they kind of like the reminder and I think that'swhat happened with the lady that I brought up. So giving them some kind of sense of control,
20:42but also giving them a no like and trust factor where you sound authentic. You don't soundlike someone that they don't want to work with, you know. I think that's why it's crucial forme and my business, why I'm in the United States and I hire here and I make calls here and I havemy license. And so I understand the amount that it takes to convert a lead. I understand the moneyand time and effort and energy that it takes to convert a lead.Now, what's one of the biggest brand killers?It's often fear of judgment.And Gogh lays it down for us.
21:20She's not performing for likes.She's showing up for her people.And if you've ever worried about what your neighbor might think of your content,this is the mindset reset you need to hear.You guys, Erica call it authentic.We call it honest.Honest.I say it as I see it there's no sugar coating I'm not here to lie to you like don't
21:44ask how the genes look on you because I'm going to tell you the truth if they look great theylook great if they don't I'm going to tell you they don't maybe you should switch out of themright so being from Eastern Europe you're very like you're just raised like this like when youmeet Eastern Europeans we're all like this like oh my gosh you guys are so bluntyeah they call it blunt in America because you guys are used to pretty much lying to each otherthan sugar coding things because you don't want to hurt their feelingsbut it's still the truth.You still think it, you just don't say it.
22:12That's the only difference.So I pretty much say what I think.Yeah.My husband always is like, how the heck do you even have friends?Because I'm honest, they always know where we stand, but I'm also the type of personis that if you need a half a kidney and I'm a match of a front row, right?So it is a personality trait and also, so since we're talking about this,I think it is, and since you talk about social media marketing, I think I'm very solid in my being.
22:44I know who I am.I know what I bring to the table.And I know who are my people.And if somebody doesn't need to be a part of my life, I caught them out faster that they can say, I'm sorry.I don't care about people's opinion.People's opinion doesn't, I can deposit it into my bank account.I can't send my kids to college on it.I can't buy my retirement home on somebody else's opinion.
23:05So their opinion does not matter.it doesn't affect me whatsoever.So when you get to that point in your mind,then you create content,not because, oh, I wonder what Susie, the neighbor is going to say.I don't care what Susie the neighbor's going to say.She's living her life, I'm living mine.So when you get to that point, you don't care.
23:24You just create content.And finally, a reminder from Sarah the ISAthat consistency creates competence,and competence creates confidence.Branding isn't something you master over now,night. It's something you earn by showing up again, again, and again.So, yeah, I would say consistency is the most crucial part of follow-up.And you will learn and become competent by being consistent,
23:54and you will become confident by being competent and consistent, if that makes sense.So whether you're building your brand online in your community or both, remember this.You don't need to be viral. You just need to be visible. You don't need to be perfect.You simply need to be present.So show up, share something real, and become the agent that everyone knows.Now, this conversation has been all strategies so far.But what are the tactics?What could you implement into your business today to improve your personal branding
24:25and become the real estate agent that everybody knows?Well, I've got five of them for you.At number one, show your face consistently.That is a direct callback to Go Go, Bethke,because the reality is people don't remember logos, they remember faces.whether it's that selfie style video, client photo, or a story post,be sure you're putting your face in your feed regularly.So you're recognizable in real life and online.
24:48Number two, Rome wasn't built in a day.Neither will your social media marketing.So pick one platform and go deep.Because as Tina pointed out, she built her whole early brand,just using her personal Facebook profile.So you don't need to be everywhere.You just need to be somewhere consistently.Pick one platform where your sphere already.
25:07spends time and post stories, updates, and life moments there often. Start with where you're mostcomfortable. Number three, create a Facebook group that adds value. This was Tina's playbook. Start aprivate group for your past clients or your neighborhood. Post local tips, contractor recommendations,giveaways or community events. It's a soft touch way to stay relevant without being salesy.Number four, be authentically you, not what you think you should be. I think go, go, go,drove this home clearly, but the reality is you don't need to dance or point it bubbles if that'snot your vibe. Find your style, whether it's funny, educational, honest, whatever it is. Just own it.And don't dilute your brand by trying to be something that pleases everyone. And at number five,
25:57the most important in my mind is staying consistent even when you don't see those results rightaway. Sarah said it best that you become confident by being competent and you become competent by beingconsistent. So keep posting, keep following up, keep showing up. Branding takes time, but the agentswho stay visible are the ones that get the call when it matters. And before we wrap up, don't forgetthat this week's Friday focus is diving deep into personal branding with extended clips andtactical insights from Go Go Bethke and Tina Belvo, as well as some insights from Ricky Caruth and Holly Kitchens and many of those other social media real estate influencers you see on Instagram and here streaming right here on KGCI Real Estate on air.So if you're ready to become the agent everyone knows, make sure you're tuning in Friday or catching the full conversation on demand.Just search KGCI wherever you're listening to podcasts and be sure to subscribe.
26:58to remind us that real estate isn't simply strategy.It's also chaos, caffeine, and that occasional toilet surprise.It's time for real estate confessions.No names, no judgment, just the things that you whisper over to us on Instagram,Facebook, what you send us messages about, and what you laugh about in that group chat.But before we dive in, we have to get one thing straight.Real estate confessions features stories from the wild world of real estate.Names and details may have been changed to protect the innocent, and occasionally the not-so-innocent.
27:38All confessions are shared in good humor and do not reflect the opinions of KGCI Real Estate on air, its hosts, or affiliates.No agent's licenses were harmed in the making of this segment.Enjoy responsibly.All right, it's time for real estate confessions, because in real estate, truth is.stranger than fiction.I had snacks at an open house.A kid dropped a slice of cheddar behind the couch.A week later, the seller messages me.
28:11We've had mice.They seem to love the living room.Yeah, they also love dairy.Showed a home at dusk.The lockbox rattled itself open.I stepped back.My client said, cool.I love that it's haunted.
28:27I wrote an offer three hours later.Some people really want a story with their square footage.I brought snacks and water to an inspection.The inspector looked at me, smiled, and said, thanks, Mom.I'm 34. He's 42.I have not emotionally recovered.I tried to make the place smell luxury, bought an expensive diffuser, forgot it in the sun.The whole place smelled like burnt oranges and betrayal.
28:52Feedback said, lovely home, weird scent.Are they hiding something?I always remind sellers.Don't use the toilet out.after we clean for photos.This seller didn't listen.First photo on the listing had an open lid and a surprise.The photographer never noticed.
29:12Neither did I, until after it hit Zillow.Have a real estate confession of your own?Go follow us on Facebook and Instagram search KGCI,then drop us a DM.I promise you we'll keep your story anonymousand tune in next week because more than likelyyou'll be winding up right hereon real estate confessions, on real estate on air live.
29:36And that's going to do it for this episode of Real Estate on air live.I'm Ian Wheatley.If today helped sharpen your skills, gave you a laugh,don't keep it to yourself.Share the podcast, subscribe wherever you listen,and most importantly, download the KGCI, Real Estate on Air, mobile app for iPhoneand Android for 24-7 agent-focused information, bonus material,and the live broadcast straight to your phone.
29:57I'm Ian Wheatley.Thanks for spending some time with us on KGCI, Real Estate on Air.Now go build that brand.
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