In real estate, "branding" is a word people use all the time, without knowing how to use it. A strong brand isn't just decoration; it's the reason a consumer chooses you over someone else. And yet in real estate, most agents are getting it wrong.

Instead of building brands that create trust and meaning, agents confuse branding with vibing, content that looks flashy but has no real value. Vibing is the billboard with your production numbers, the Instagram post bragging about your income, the "just sold" selfie.

It's noise. And worse, it actually pushes clients away by reinforcing the stereotypes people already dislike about real estate agents.

The deeper problem is that agents keep branding themselves around money and production, when the real consumer decision is emotional. People don't choose Apple because it's the cheapest phone; they choose it because it makes them feel creative, innovative, part of something bigger. Real estate can do the same. But as long as the message is "look how much I sell," the public will keep believing agents are overpaid and underdelivering.

How do we go about branding ourselves in a way that connects with consumers? What can we learn from the most successful brands in the world?

In this episode, we're joined by branding expert and co-founder of 1000watt, Marc Davison. He shares the difference between branding, marketing, and vibing, and why "selling success" is the worst message an agent can send.

Guest Bio

Marc Davison is the co-founder of 1000watt. He has spent much of his career helping brands both inside and outside of real estate reach deep within and say something authentic and new. He entered real estate in 1998, when he contracted with Inman News to help build their brand and market their services. That's where he met Brian Boero. Together, they formed an incredible creative bond that led to the launch of 1000WATT in 2007. Marc's 40 years of brand-building experience have helped many real estate companies discover their true brilliance and differentiation. He's a proven speaker who can take an audience on an engaging journey inside the workings of a brand agency and reveal the hidden secrets of how to build a lasting and loved brand. Connect with Marc on LinkedIn.

About Your Hosts

Lance Billingsley is a seasoned real estate professional with over a decade of experience in agent development and business coaching. Since January 2021, he has served as the Vice President of Agent Development at Navi Title Agency, where he leverages his extensive industry knowledge to mentor and support real estate agents. Before his tenure at Navi Title, Lance co-owned a top-performing real estate team at Realty ONE Group, achieving recognition as one of the company's top five teams. He also served as a business coach for Tom Ferry.

Dave Richards is a well-respected business coach working with CEOs, entrepreneurs, mortgage and real estate professionals, and others. With over 25+ years of executive leadership experience, he coaches and consults with the top professionals and organizations in their respective industries. Capitalizing on his certifications in Human Behavior, he specializes in building and optimizing high-performance teams and tackling difficult decisions that hold his clients back. He easily connects with entrepreneurs to help identify and communicate their vision, define their culture, and increase their profits and growth in today's dynamic marketplace.

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