Avoiding Generic Real Estate Agent Marketing.

Your marketing may be too generic if it relies heavily on statements such as:

• “Your local property expert.”

• “Going above and beyond.”

• “Achieving outstanding results.”

• “Providing personalised service.”

• “Passionate about property.”

• “Call today for all your real estate needs.”

These claims are not necessarily wrong. They are simply incomplete.

If ten local agents can use the same sentence without changing a word, it is unlikely to create a strong position.

Specificity makes marketing more believable.

Instead of:

“We have excellent local knowledge.”

Try:

“We review new listings, buyer feedback and confirmed sales across Paddington and Milton each week, with particular attention to renovated character homes.”

Instead of:

“We provide outstanding communication.”

Try:

“Owners receive feedback after each open home, a written campaign update every week and a direct call whenever an important decision is required.”

The second version gives the client something they can understand and assess.

Marketing becomes vague when it tries to speak to every property owner.

Choose the person or situation you want the piece of content to address.

It might be for:

• an owner preparing to sell in the next six months;

• a family selling before purchasing elsewhere;

• an investor selling a tenanted property;

• an owner of a character home;

• a downsizer leaving a long-held family property; or

• someone whose previous campaign did not produce a sale.

You do not need to limit your entire business to one client type. However, each message should have a clear reader.

Local marketing should contain information that could not simply be copied into another suburb.

Useful details may include:

• common local property styles;

• differences between nearby streets;

• buyer questions heard at inspections;

• local campaign conditions;

• transport or planning changes;

• recent sales evidence;

• presentation issues common to the area; or

• the way demand differs between property types.

Be accurate and avoid stereotypes. Local authority comes from careful observation, not broad claims about the people who live in an area.

Homeowners can see your listings and results online. What they cannot easily see is the judgement behind your work.

Create content that explains:

• how you assess competing properties;

• why one sale method may suit a property;

• how you prepare for negotiations;

• what buyer feedback may reveal;

• when a price adjustment should be considered;

• how you manage several offers; or

• why you may recommend delaying a launch.

This gives potential clients a preview of the advice they may receive.

Choose three or four themes that reflect your actual strengths.

For example:

1. Local market explanations.

2. Property preparation advice.

3. Campaign and negotiation lessons.

4. Community knowledge.

Return to these themes regularly. Over time, people should be able to recognise the type of information you provide before they notice your name.

Real estate marketing often follows a familiar pattern:

• Just Listed

• Just Sold

• Market Update

• Agent Award

• Free Appraisal

These topics can still be useful, but they need a stronger angle.

A Just Sold post could explain:

• the owner’s original concern;

• how the campaign was prepared;

• what buyers responded to;

• a negotiation lesson; or

• what the result suggests for similar local owners.

The property activity becomes evidence, while the explanation provides value.

Overly polished language can make an agent sound distant.

Read your marketing aloud. If you would not use the same words while speaking with a homeowner, rewrite it.

Choose clear phrases such as:

• “Here is what local owners should know.”

• “This is where sellers can become caught out.”

• “There are two reasonable options.”

• “The right choice will depend on the property.”

• “A higher offer is not always the strongest offer.”

Natural language does not mean careless writing. It means sounding clear, calm and human.

Remove your name, photograph, logo and contact details from a piece of marketing.

Then ask:

• Could this belong to any local agent?

• Does it contain a real observation?

• Is the intended reader clear?

• Does it show how I think?

• Is there useful evidence?

• Would someone remember the main point?

• Does it sound like me?

If the content could belong to anyone, add more local detail, judgement or proof.

Strong marketing does not need to be louder. It needs to be more specific.

When your content reflects your actual knowledge, approach and personality, it becomes difficult for another agent to copy. That is when your marketing begins to build a recognisable position.