When it comes to real estate, consumers often judge agents long before any face-to-face meeting. Your headshot, email, website, and social media presence all speak volumes about you — sometimes louder than your CMA or sales history. The good news? Many common marketing mistakes are easy to fix, and doing so can put you ahead of the competition.
First Impressions Start Online
A homeowner once told me she chose an agent for one simple reason: “She looked like the only one who had her act together.”
It wasn’t the agent’s CMA, brokerage, or sales volume — it was her polished headshot, professional website, up-to-date reviews, and clean email signature. The other agents? “They just looked messy,” she said.
That’s the reality today: service matters, but presentation often decides who gets the meeting. Before clients ever meet you, your digital presence already tells a story.
Your Brand Shows Up Before You Do
Every interaction — your headshot, email signature, website, social media profiles — sends a signal.
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Sloppy materials? Clients assume you’re sloppy.
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Outdated info? They assume your expertise is outdated.
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Chaotic online presence? They assume your business is chaotic too.
Your marketing doesn’t have to be perfect, but it can’t be a liability. Many problems are simple fixes that give you a real competitive advantage.
Common Marketing Mistakes and How to Fix Them
1. The Headshot Hall of Shame
Your headshot is more than a photo — it’s a trust signal. Avoid:
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Steering wheel selfies, wedding photos, or cluttered backgrounds
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Heavy filters or exaggerated poses
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Old photos from 10+ years ago
Fix it: Invest in professional photos if possible. If not, use natural light, a clean background, and a current look. Be approachable, confident, and up-to-date.
2. Email Signature Crime Scenes
Your emails are often read more than anything else you create. A cluttered signature signals chaos. Common issues:
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Multiple fonts/colors
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Inspirational quotes that feel generic
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Broken links or outdated social icons
Fix it: Keep it clean. Include your name, title, phone, email, website, and one logo. Make your phone number clickable and compress images. Only add quotes that reflect your personality.
3. Websites That Feel Abandoned
Many agent websites scream “last updated during the pandemic sourdough craze.” Look for:
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Old blog posts or team pages featuring departed agents
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Broken links or forms that don’t work
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Bios written in stiff, generic language
Fix it: Audit your website quarterly. Check mobile experience, links, forms, and bios. Remove outdated content and ensure every page reflects your current brand.
4. Social Media: The Silent Deal Killer
Clients check your social media before calling. Red flags include:
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Political rants or controversial posts
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Trend-chasing videos
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Typos, rants, or oversharing
Fix it: If you wouldn’t say it during a listing presentation, don’t post it publicly. Use privacy settings for personal content if needed.
5. Bios That Blend In
Most agent bios fall into two traps:
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The autobiography – Too personal, doesn’t explain why someone should hire you.
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The buzzword blizzard – Generic language that doesn’t differentiate you.
Fix it: Keep your bio short, specific, and focused on who you serve, where you work, what you excel at, and what makes you memorable. Skip clichés.
6. Reviews Covered in Dust
Online reviews are modern word-of-mouth. Stale or mismatched reviews signal inactivity.
Fix it: Choose one main platform and maintain it. Focus on recent, authentic, and consistent reviews rather than quantity.
Conduct a Digital Listing Appointment
The real first impression happens online. Once a quarter:
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Google yourself (including images)
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Review your website on mobile, headshot, and bio
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Test links in your email signature
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Review your last 30 days of social posts
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Check reviews from a client’s perspective
The Bottom Line
Marketing isn’t vanity — it’s competency signaling. Your digital presence is your handshake, elevator pitch, storefront, and brand promise all in one.
Agents who tidy up their online presence — even just a little — stand out immediately. In a world where consumers judge first and hire later, you can’t outwork poor marketing — but you can fix it.