There are so many sectors where people invest to build their brand – consumer goods, entertainment, technology. A sector where there’s a dearth of major brands considering that it is one of the largest sectors in the world? Real estate. Quick – how many brands can you name in the real estate world? Donald Trump – great. Who else?
There’s a major opportunity in the real estate world for brands to emerge. Here are some quotes on the importance of building a strong brand in real estate.
On Brand Identity:
“A strong brand identity is one of the most important building blocks for any real estate business. Think of it as your company’s foundation.” Faith McGee
On Connection:
“A real estate company has to understand who their core market is… It’s all about having one voice that connects properties to people.” Mukul Lalchandani
On Rebranding:
"Rebranding is required when a company is not meeting its sales goals or does not see any growth. They are probably perceived as ‘like all the other real estate agencies.’ When you determine what your brand (unique selling proposition) will be, you must promote everywhere.” Greg Maka
On Revenue Growth:
“Build a strong brand – and you will make more money – and be able to charge more for essentially the same product. Branding brings anyone in real estate a major return on investment.” Elie Hirschfeld, Hirschfeld Properties
On "Why" Real Estate:
“The branding basics applicable to the real estate business are no different from branding in any other sector. The principles are the same, even if the applications are more specific and following the special dynamics of the business.” Jean Claude Saade
On A Unique Proposition:
“Real estate agents are in a unique position to have success through branding because they are their own products.” RealtyTimes.com
Your Name Forward:
“In the past, many people especially real estate investors only thought about branding their business. While that is certainly important, I have come to believe that it is vital that you also brand yourself. Over time you will get known in your business by your name.” BiggerPockets.com
To Brand or Not To:
"For each location where we were able to attain sufficient evidence, branded developments outperform non-branded developments, sometimes by a considerable margin." Knight Frank
On Ultimate Differentiation:
"Some areas of the world are becoming overheated [in the property market and having something extra to differentiate oneself from competitors is becoming more and more vital.” John Hitchcox
Work in real estate? Consider spending on a Public Relations company – it will indeed make you more money.
PR Insights & Public Relations Strategy
By Ronn Torossian2 min read
Real Estate Public Relations and Brand Building
By Ronn Torossian2 min read
There are so many sectors where people invest to build their brand – consumer goods, entertainment, technology. A sector where there’s a dearth of major brands considering that it is one of the largest sectors in the world? Real estate. Quick – how many brands can you name in the real estate world? Donald Trump – great. Who else?
There’s a major opportunity in the real estate world for brands to emerge. Here are some quotes on the importance of building a strong brand in real estate.
On Brand Identity:
“A strong brand identity is one of the most important building blocks for any real estate business. Think of it as your company’s foundation.” Faith McGee
On Connection:
“A real estate company has to understand who their core market is… It’s all about having one voice that connects properties to people.” Mukul Lalchandani
On Rebranding:
"Rebranding is required when a company is not meeting its sales goals or does not see any growth. They are probably perceived as ‘like all the other real estate agencies.’ When you determine what your brand (unique selling proposition) will be, you must promote everywhere.” Greg Maka
On Revenue Growth:
“Build a strong brand – and you will make more money – and be able to charge more for essentially the same product. Branding brings anyone in real estate a major return on investment.” Elie Hirschfeld, Hirschfeld Properties
On "Why" Real Estate:
“The branding basics applicable to the real estate business are no different from branding in any other sector. The principles are the same, even if the applications are more specific and following the special dynamics of the business.” Jean Claude Saade
On A Unique Proposition:
“Real estate agents are in a unique position to have success through branding because they are their own products.” RealtyTimes.com
Your Name Forward:
“In the past, many people especially real estate investors only thought about branding their business. While that is certainly important, I have come to believe that it is vital that you also brand yourself. Over time you will get known in your business by your name.” BiggerPockets.com
To Brand or Not To:
"For each location where we were able to attain sufficient evidence, branded developments outperform non-branded developments, sometimes by a considerable margin." Knight Frank
On Ultimate Differentiation:
"Some areas of the world are becoming overheated [in the property market and having something extra to differentiate oneself from competitors is becoming more and more vital.” John Hitchcox
Work in real estate? Consider spending on a Public Relations company – it will indeed make you more money.
Written by
Ronn Torossian
Ronn Torossian is Founder and Chairman of 5W, one of the largest independently owned public relations and digital marketing firms in the United States. Under his leadership, 5W is the AI Communications Firm — building the category around generative engine optimization (GEO), AI search visibility, and how brands earn presence inside ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews.
Torossian founded 5W in 2003 and has scaled it across consumer, technology, financial services, healthcare, beauty, gaming, and crisis communications practices. 5W's research franchise — the AI Visibility Index Series, The GEO Reckoning, and The Missing Rung Report — has become the industry reference for measuring brand visibility inside AI-generated answers.
He is one of the country's foremost crisis communications experts and the author of For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations.
5wpr.com | 5W Research | ronntorossian.com
Work with 5W
5W is the AI Communications Firm, building brand authority across the platforms where decisions now happen — ChatGPT, Claude, Perplexity, Gemini, and Google AI Overviews — alongside earned media, digital, GEO, and influencer channels. www.5wpr.com
Other news
See all
EPR Editorial Team · 05/10/2026
The Billion-Dollar Visibility Failure: Why Personal Injury Law Is Heading for AI-Driven Consolidation
Personal injury lawyers spent $4 billion on advertising in 2025. None of it bought visibility on the channel where buyers are now going first.Personal injury is the biggest spending category in legal advertising. By a wide margin. Up 44% in a single year, per the American Tort Re…
Editorial Team · 05/10/2026
The Best Insurance Digital Marketing Didn’t Just Sell Policies—It Rewired the Category
EPR Editorial Team · 05/09/2026
47% of Gen Z Found a New Brand Through ChatGPT This Year.
Never Miss a Headline
Daily PR headlines, weekly long-form analysis, and our proprietary research drops — straight to your inbox.