Real estate asks a lot from agents.You’re expected to sell homes, negotiate deals, manage relationships — and somehow also be a full-time marketer.

It’s no surprise so many agents feel stretched thin.

That’s why I sat down with John Perry, ARC Realty’s Chief Marketing Officer, to talk about what actually matters in marketing and where agents can give themselves some breathing room.

You Don’t Need to Be a Marketing Expert

Agents often believe they have to design, create, produce, and post everything themselves. John’s perspective is refreshingly simple:

You don’t need to be a professional marketer.You just need to show up consistently and stay connected.

ARC’s marketing team exists to take the heavy lifting off agents so they can spend their time talking to people — not wrestling with Canva.

Digital Tools Work Best With a Human Approach

John calls it a “digital aptitude, analog mindset.”

Use the tools. Automate the routine.But don’t replace the human part.

The emails, newsletters, and market reports keep you top of mind.The conversations are what build trust.

Lead With Value, Not Noise

Clients want information they can use — not just filler content.

Neighborhood trends.Sales activity.What their home might be worth.

Everyone is curious about what’s happening on their street, and agents who share clear, helpful data position themselves as the local expert without sounding salesy.

When an Agent Feels Stuck, Start With the Basics

John often works with agents who feel like they should be further along in their business. His advice almost always starts here:

Get your database organized.Define how you want to communicate.Pick a few tools you’ll actually use.

There isn’t a magic platform.But there is a path forward once you know where your business is actually coming from.

Want to Dominate Your Neighborhood? Be Present.

For the agent who wants to become “the” agent in their area, John’s advice is straightforward:

Show up.Share relevant data with your neighbors.Attend events.Host your own.Be visible and helpful.

It’s farming, but with a human touch — and it works.

When a Top Producer Has $25k–30K to Spend

This is where it gets fun.

John looks at sponsorships, neighborhood magazines, client events, digital advertising, and even ballpark signage — anything that gets an agent in front of the people who already know and trust them.

The goal isn’t to be flashy.It’s to stay connected in meaningful ways.

Let’s Talk About Personal Brands

There’s no shortage of advice telling agents to build their own logos and visual identities. John doesn’t disagree with the intention, but he brings it back to something simple:

Your name is your brand.

People refer people.Not symbols.Not icons.

And with ARC’s brand strength behind you, your name only becomes stronger.

Consistency Beats Everything

John jokes that his team teases him for using the word “cadence” too often, but it’s the truth.

A regular rhythm of communication makes your calls feel warm, not cold.Automation supports your presence.Consistency builds momentum.

What Agents Actually Need

Not more platforms.Not more noise.

Agents need clarity about who they’re serving, how they want to show up, and what tools support that work.

Your name is your brand.Your relationships drive your business.And your marketing should help you strengthen those relationships — not distract you from them.

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