To ensure your real estate content is always consistent, professional, and memorable, your brand voice guide should include these key elements:

1. Audience Profile
Define your ideal clients: Are you targeting first-time buyers, investors, families, or luxury buyers?
Understand their needs and preferences: Tailor your messaging to address their goals and concerns.

2. Brand Mission, Vision, and Values
Mission: Clearly state your purpose as a real estate agent.
Vision: Outline your long-term goals for your business and clients.
Core Values: Highlight the principles that guide your service and communication.

3. Unique Selling Proposition (USP)
What sets you apart: Identify what makes you unique in your market.
Key benefits: Summarise the main advantages by working with you.

4. Voice Description
Personality traits: Choose 3–5 adjectives (e.g., approachable, knowledgeable, trustworthy, energetic).
Consistency: Ensure your voice remains the same across all platforms and content types.

5. Tone Guidelines
Adaptability: Describe how your tone shifts for different situations (e.g., empathetic for first-time buyers, confident for negotiations).
Emotional qualities: Specify the feelings you want to evoke (e.g., reassurance, excitement, trust).

6. Key Messaging Themes
Core messages: List the main ideas and themes that should be present in all communications (e.g., client-first service, local expertise, transparency)5.

7. Vocabulary and Language Preferences
Preferred words and phrases: Include signature terms and industry language that reflect your brand.
Words to avoid: List any language that doesn’t fit your brand identity.

8. Sentence Style and Cadence
Structure: Define whether your writing should be concise and direct or more descriptive and narrative.
Examples: Provide sample sentences that illustrate your preferred style46.

9. Grammar and Punctuation Rules
Stylistic choices: Clarify preferences such as use of contractions, formality, and punctuation.

10. Do’s and Don’ts
Quick reference: Offer clear examples of on-brand and off-brand language and approaches for your team or AI tools.

11. Sample Content
Real examples: Include snippets from your best emails, listings, or social posts that exemplify your brand voice in action.

12. Consistency and Review Process
Guidelines for regular updates: Set a schedule for reviewing and updating your brand voice guide to keep it relevant as your business evolves.

By including these elements, real estate agents can create a brand voice guide that ensures every piece of content – whether it’s a property listing, social post, or client email – remains consistent, authentic, and aligned with your professional identity.

The Branding Prompt to Use:

Please analyse the following examples of my real estate communications and identify the core principles of my brand voice.

Create a brand voice and tone guide

My Details:
My name: [Insert your name]
Location: [e.g. Eastern Suburbs of Sydney]
Business name: [e.g. ABC Realty]
Website: [Insert your website]
Agency focus: [e.g. residential sales, property management, project marketing, prestige listings]
Typical clients: [e.g. downsizers, first-home buyers, investors, developers, high-net-worth individuals]
Uses for ChatGPT: [e.g. social media captions, listing copy, marketing emails, training materials]

Guide Instructions:

Brand Voice: Define its purpose and how it helps real estate agents, using my examples.
Vocabulary: Outline my preferred words and phrases.
Tone: Describe the emotional quality my communications should have.
Cadence: Explain the rhythm and flow of my writing style.

Use These Content Samples:
[Insert 2–3 of your best real estate content examples here.]

Please analyse these and produce a clear, actionable brand voice and tone guide I can use to brief ChatGPT for all future real estate content.

Remember this information for future chats and always align your answers with my business.

Then Enter Your Branding Prompt into ChatGPT’s “Custom Instructions”

ChatGPT will use this information as a foundation for all future responses in that chat thread.  It’s like giving your digital assistant a quick induction into your real estate brand.

Author: Ken Hobson