Building a Personal Brand Through Social Media

A strong personal brand makes people feel they know you before they meet you. It turns cold strangers into warm conversations. Social media is the easiest way to build that brand. This guide shows you how to shape a clear identity, share the right content, and turn attention into appraisals and listings.

What a personal brand is and why it matters

Your personal brand is the story people tell about you when you are not in the room. On social media, that story forms from every photo, caption, comment, and message you post.

• It helps sellers feel safe inviting you into their home
• It helps buyers trust your advice on a changing market
• It helps your community see you as helpful, local, and reliable
• It attracts the right clients and filters out time wasters

Set your brand foundations

Before you post, get clear on the basics. Clarity saves time later.

• Values. Pick three words that guide your behaviour. Example. Helpful. Honest. On time
• Promise. One simple sentence that explains the value you bring. Example. I make selling simple and stress free
• Audience. Who you want to help most. Upsizers. Downsizers. Investors. First home buyers
• Area. The suburbs you know best and want more work in
• Proof. What backs up your promise. Case studies. Testimonials. Reviews. Awards. Local results

Write these on a single page. Keep it next to your desk. Every post should reflect this page.

Shape your visual identity

People scroll fast. A steady look helps them recognise you at a glance.

• Profile photo. Bright head and shoulders. Clean background. Friendly smile
• Cover image. A simple banner that shows your suburbs and promise
• Colours and fonts. Pick two colours and one easy to read font. Use them in all graphics
• Templates. Create three to five simple Canva templates. One for new listings. One for market tips. One for local stories
• Name and handle. Use the same name and username across platforms so you are easy to find

Craft your message

Clear words beat clever words. Keep your message short and human.

• Positioning line. I help families move with confidence in [Suburb Group]
• Elevator line. In one sentence, say who you help, what you do, and the outcome
• Content pillars. Choose four topics you will post on all year so your feed stays balanced

Suggested pillars
• Properties and results
• Market education
• Community and local life
• You as a real person

Choose the right platforms

Pick platforms that match your audience and your strengths.

• Facebook. Broad local reach. Great for groups, events, and vendor social proof
• Instagram. Visual story of your day. Reels for property walk throughs and tips
• LinkedIn. Professional trust. Ideal for investors, business owners, and referrals
• YouTube. Long form video that ranks in search. Suburb guides and seller education
• TikTok. Short, punchy tips and lifestyle clips for discovery and reach

Start with two platforms and do them well. Add a third once you have a steady rhythm.

Content pillars that build trust

Use this mix across your week so people see the full picture of who you are.

Properties and results
• Just listed and just sold posts with a clear lesson for the audience
• Short walk through videos with your voice explaining one standout feature
• Before and after presentation stories to show your process

Market education
• Weekly price or days on market snapshot in plain language
• Three mistakes sellers make and how to avoid them
• Finance or settlement tips with clear next steps

Community and local life
• New cafe, park upgrade, school event, or charity spotlight
• Interview a local owner. Ask three simple questions and share one lesson
• Hidden gems. The best dog walks, playgrounds, and weekend ideas

You as a real person
• Why you love your area
• What a normal work day looks like
• Lessons you learned this week and how clients benefit

Aim for a simple ratio across a month
• Education 40 percent
• Community 30 percent
• Properties and proof 20 percent
• Personal story 10 percent

A simple 30 day launch plan

Week 1. Set up and polish

1. Update profile photos, bios, and cover images

2. Write your positioning line and promise

3. Build your Canva templates and save them as brand kits

Week 2. Plan and batch

1. Map four weeks of posts across your pillars

2. Film four short vertical videos. One per pillar

3. Write captions with a clear hook and call to action

Week 3. Publish and engage

1. Post three to five times per week across two platforms

2. Spend twenty minutes per day replying to comments and messages

3. Start two genuine conversations per day with past clients or locals

Week 4. Grow and refine

1. Join or start one local Facebook group conversation each day

2. Collaborate with a local business on a joint post or story

3. Review results and adjust your plan for the next month

Daily and weekly rhythm

Daily
• Post or story if scheduled
• Reply to every comment and message
• Start two new conversations in DMs
• Save interesting local content ideas

Weekly
• Record two short videos
• Schedule your next three to five posts
• Update a story highlight with your best moments
• Review reach, saves, profile visits, and enquiries

Monthly
• Review what performed best
• Refresh your templates if needed
• Film one longer video such as a suburb report or seller guide

Templates you can copy

Bio template
• I help [audience] buy and sell in [suburbs] with a calm and clear process. Free strategy call. [link]

Sixty second intro video script
• Hook. In [suburb], the right plan can add real value. Here is how I help you sell with confidence
• Who I help. I work with [audience] who want a smooth move
• How I work. Clear plan. Honest feedback. Strong marketing. Skilled negotiation
• Proof. Recent result or short case study
• Invite. Message me the word Plan and I will send you my simple selling checklist

Caption hook starters
• Three simple ways to add appeal before your first open
• This small change added more buyers to our inspection list
• The one thing buyers told me they loved most about this home
• A quick guide to pricing in [suburb] this month
• What I would do if I were selling in spring

Calls to action that feel natural
• Comment Plan and I will send the checklist
• Message me if you want the suburb price update
• Save this so you can use it on photo day
• Share with someone planning to sell next year

Story highlight ideas
• Sold
• Reviews
• Guides
• Local life
• Behind the scenes

Engagement that builds trust

Content attracts. Conversation converts. Treat every comment and message like a front door hello.

• Reply within the same day and use the person’s name
• Ask a simple follow up question to learn their goal
• Move to a phone call when the problem is clear
• Send a short voice message to add warmth
• After a helpful chat, recap next steps in writing

Use the fifteen by five method
• Spend fifteen minutes, five days a week, engaging with local posts, groups, and stories
• Leave thoughtful comments that add value
• Do not sell in comments. Invite private messages for details

Measure what matters

Do not chase vanity numbers. Track signals that lead to real conversations.

• Reach. Are more locals seeing your posts
• Saves and shares. Are people keeping or passing on your tips
• Profile visits and link clicks. Are people curious about you
• Direct messages and enquiry forms. Are chats turning into appraisals
• Conversion. How many social chats become listing appointments

Set simple goals for ninety days
• Grow profile visits by a set number
• Earn a set number of genuine enquiries
• Publish a set number of helpful videos

Repurpose to save time

One idea can fuel a week of posts.

• Record one five minute market update on video
• Cut into three short clips for Instagram and Facebook
• Turn the key points into a LinkedIn post
• Pull one tip into a story with a poll sticker
• Add the full video to YouTube with a clear title
• Save the best quotes for a future carousel

Common mistakes and quick fixes

Inconsistent posting
• Fix. Choose a schedule you can keep. Quality first. Consistency second

Only posting listings
• Fix. Balance with education, community, and personal story

Complex language
• Fix. Speak as if you are explaining to a neighbour. Short sentences. Plain words

No clear call to action
• Fix. Tell people the next step in every post

Forgetting replies
• Fix. Block ten minutes after each post to reply and start chats

Your next three actions

1. Write your positioning line and promise on one page

2. Set up or refresh your profiles with clean photos and a simple bio

3. Plan four weeks of posts across the four pillars and record your first two videos

Build your personal brand one clear message at a time. Show up with helpful advice, a calm tone, and steady proof. Over weeks and months, your social media will become a living shopfront that works while you sleep and opens more doors in your local area.

Author Ken Hobson
ken@agentslibrary.com.au