October 14, 2025 • 13 mins
If your marketing sounds like it could belong to any real estate agent, it’s not working. Phrases like “helping dreams become reality” or “your trusted neighborhood expert” don’t set you apart—they make you blend in. In this episode, Lindsay Dreyer is breaking down why so much real estate marketing sounds the same, and how to finally find your real voice.
You’ll learn:
- The 3 biggest brand voice blockers keeping you sounding generic
- How to swap “Realtor-speak” for language that actually connects
- Why over-automation and corporate tone kill trust (and how to fix it)
- A simple 3-step framework to define your authentic brand voice
- How to write your own real estate manifesto to guide all your marketing
You don’t need to be louder, flashier, or copy the “top producers” to stand out. You just need to sound like you.
*****************************************************
Let's stay connected!
💼 Coaching with Lindsay – happyagent.co/coaching
Get personalized strategy, support, and mindset shifts to scale your real estate business without sacrificing your joy.
🎓 Happy Agent Academy – happyagent.co/academy
Your go-to resource for freebies, on-demand courses, templates, and tools to help you grow a thriving real estate business.
📩 Join the Happy Hustle Newsletter – happyagent.co/subscribe
Weekly insights, strategies, and real talk to help you build wealth, lead boldly, and create a business you love.
📲 Connect with Happy Agent Co. on Instagram or Facebook – instagram.com/happyagentco
📲 Connect with Lindsay on Instagram or Facebook – instagram.com/lindsaydreyer...
Mark as Played
Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:04):
Hey there, thank you for joining me for this episode.
I am Lindsay Dreyer, realestate coach, brokerage owner
and a mom of three, and if wearen't following each other
online, please find me Facebookat Lindsay Dreyer and on
Instagram, lindsaydreyer.
Today we are going to get intohow to stop sounding like every
(00:26):
other real estate agent, becausethere are a lot of copycats out
there and, honestly, we kind ofall sound the same.
So I want to play a little game.
Who said this, helping you turnyour real estate dreams into
reality?
Your trusted neighborhoodexpert, never too busy for your
referrals?
Or, my favorite, doing realestate differently?
(00:47):
If your answer is literallyevery agent on the planet, ding,
ding, ding, ding, you are awinner.
And really, what we have inreal estate is a brand voice
problem.
Here is the truth If yourcontent sounds like it could
belong to anyone, it's notworking, it is not connecting,
it's not building trust, it'snot helping people remember you.
(01:09):
So in today's episode, we'regoing to fix that.
Let's stop sounding like everyother agent and start sounding
like you, you special flower.
So why does your marketingsound generic?
And there are some prettycommon reasons.
Number one is that you'recopying what quote, unquote top
(01:30):
producers post, so you arebasically trying to brand
yourself as one of those topproducers.
So you're doing all of yourlike just listed, just sold
posts and all of that braggystuff that, honestly, I don't
think really works.
You're also afraid of maybesounding too casual or weird or
(01:51):
personal, like you want to soundbusiness, professional but
honestly, you're missing outbecause you are trying to appeal
to everyone, and that isanother reason why our marketing
sounds generic is that we aretrying to appeal to everyone, so
we don't appeal to anyone.
Another reason is that you'reaiming for professional and
you're just landing on bleh,like it just sounds like chat,
(02:14):
gpt gobbledygook.
And the last reason is thatyou've probably never actually
defined your voice.
You've never actually definedyour brand voice and some people
may be like what are youtalking about my brand voice?
And so hopefully this episodewill be really helpful for you.
People aren't necessarily goingto connect with just your sales
(02:35):
record, but they do connectwith your vibe, your values and
your point of view and if you'renot showing that in your
marketing and wherever you showup, you are going to be
forgettable.
Here are three brand voiceblockers that I'm going to have
you ditch.
Realtor, speak over automationand corporate tone.
(02:57):
Realtor speak number oneWhether buying or selling, or
investing, or top producing fullservice agent, what the heck
does that even mean to thegeneral public?
Try something like this.
I help busy families upsizewith less stress, or my job is
to make your move feel calm andmanageable, not chaotic.
(03:19):
So we're getting into what itactually means to our clients,
not just this realtorgobbledygook that we see
everywhere and that just getsrepeated and repeated and
repeated.
Number two the mistake is overautomation.
So templates and AI arewonderful tools.
I am a massive, massive fan ofthem.
(03:40):
But if there's zero of you init, it just is going to fall
flat and, honestly, it actuallydestroys trust because people
know it's not you.
So you can add your voice bycustomizing a GPT and
programming chat GPT to actuallytalk like you so it gets you
(04:01):
like 80% of the way there and,honestly, check out my class
Custom Chat TPT for Real Estate.
It is the best it's on mywebsite.
Check it out.
You can also swap these likegeneric things for a story.
It could be a personal story,it could be a client story.
I always love using clientexamples and then being specific
(04:21):
, talking about things that chat, gpt or a template or generic
things.
That's just like everywhere.
So instead of saying, likeclosing day, it could be handing
over keys to a family with atoddler and a golden doodle.
That just tells more of a story.
We love stories.
So over automation is absolutelya brand voice blocker.
(04:43):
It's important to be showing upas yourself authentically.
But if you use AI, that's fine.
Just make sure that it is stillcapturing how you would
actually speak.
Another tip is I like to readthings out loud, like am I
actually going to be saying thisin the real world?
And if it doesn't sound likeyou when you're reading it, that
is a big hint that it needsyour edit.
(05:03):
So the third brand blocker isyour corporate tone because,
honestly, you're not a law firm.
You are a human who helps otherhumans through big life changes
and life shifts.
So use contractions, your itsdon't Write how you speak.
Like I was saying before, likehave it be conversational in
(05:24):
tone, not stiff.
So your brand voice isn'tnecessarily what you say, it's
how you make people feel.
All right, so let's get into thenitty gritty.
We're going to talk about howto find your real voice and then
writing a manifesto.
So I have step one on findingyour real voice, and I want you
to answer these three clarityquestions.
(05:44):
The first is what do myfavorite clients say about
working with me?
Is it that you are insanelyknowledgeable?
You are super friendly, youmade things fun, you are so
prepared, you got results.
What are the things that peoplesay about you?
Specifics are really importanthere.
(06:06):
So, like brain dump, what dothey say?
The second question is whatkinds of conversations light you
up, even outside of real estate?
For me, oh my gosh, empoweringanything.
Women Like y'all, god, likesingle women buying property,
like, hook me up, I'll have thatconversation all day long.
So what kind of conversationsdo you love to have outside of
real estate?
And question number three iswhat do I want people to feel
(06:34):
when they land on my page orhear me speak?
And it could be that you wantthem to feel empowered,
understood, calm, anything itcould be entertained.
What do you want people to feelwhen they land on your content
or your page or they hear youtalking?
So answer those three questions.
What do my favorite clients sayabout working with me?
What kinds of conversationslight me up, even outside of
real estate?
(06:55):
And what do I want people tofeel when they land on my page
or hear me speak.
That's step one.
Step two to finding your realvoice is choose three voice
anchors, and these are threewords that your brand voice
should always feel like.
So here are some examples Calm,clear, strategic, bold, funny,
(07:17):
confident, warm, smart,authentic, nurturing, curious,
joyful and Use these as your gutcheck.
If your post doesn't sound likethis, rewrite it.
So having those three voiceanchors are really crucial to
making sure that everything youput out is consistent and sounds
(07:38):
like your brand voice.
Step three is to put this intoaction.
So try rewriting your Instagrambio.
Try rewriting your websiteabout me section.
Try rewriting a buyer or aseller welcome email.
How about your monthlynewsletter opener?
Or a talk to camera reel?
And then ask yourself does thissound like me?
(08:00):
Would I actually say this outloud?
And if it does, then you haveprobably hit on your brand voice
, which is awesome.
So the next thing, once you haveyour brand voice nailed down,
is we're going to write yourreal estate manifesto.
So what is a real estatemanifesto?
This is your belief statement,this is your positioning, this
is your North Star.
(08:20):
This isn't about what you do.
It's about why you do it andwho you do it for.
You can pay a branding firm bigbucks for this and honestly I
just did totally worth it.
But you can work on thisyourself to really start to get
started.
But if you're looking for likea real branding experience,
you're going to want to hire abranding firm at that point when
you're ready to go out there.
(08:41):
But the manifesto fill intemplate I will actually link in
the show notes, but it is.
I believe real estate is morethan blank.
It's about blank.
I work with blank because Ibelieve they deserve blank
Around.
Here we blank, we don't blankand we always blank.
This is more than a transaction.
(09:02):
It's a transformation and I'mhere for every step of it.
So this obviously is like justa template.
You can work it.
But an example is I believereal estate is about more than
closing deals.
It's about helping people makesmart, aligned decisions during
major life transitions.
I work with thoughtful buyersand sellers who care about doing
(09:22):
things the right way, not thefast way Around.
Here we don't do pressure, weask good questions, we stay calm
under stress and make sure youfeel in control every step of
the way.
This is a real partnership, nota sales pitch.
So that's a great example of amanifesto statement and you can
then take that and translate itto all sorts of things marketing
(09:44):
materials, you can plug it intoChatGPT and then have it like
program, some brand voice stuff.
So once you have that, it's agreat thing to put on all of
your marketing materials becausethen people know what you stand
for.
I know this episode was a littleshort, but you do not need to
go viral.
You do not need to niche down sohard that you don't even like
(10:06):
your business anymore, and youdefinitely don't need to be
louder and you do not need tokeep copying other people.
I want you to think about thisquestion and if you're into
journaling, it's a great thingto go ahead and like journal on.
What would I sound like in mycontent if I stopped trying to
sound like a quote, unquote goodagent and just sounded like
(10:28):
myself?
Like what are you scared of?
What is preventing you fromgoing out there and just being
yourself, or sounding likeyourself?
So I'm here to encourage you tosay what you say, be who you
are, say it again, because theagents who stand out are the
ones who show up with their fullvoice over and over and, over
(10:50):
and over again, and I amencouraging you to do the same.
So, if you complete yourmanifesto or get your three
brand voice words, I would loveto hear them, email them over,
shoot them to me on Facebook orInstagram, because branding is
something that I think realestate agents don't do very well
(11:10):
, but you can.
So go get them, tiger, and Iwill see you next week.
Hey there, thank you for joining me for this episode.
I am Lindsay Dreyer, realestate coach, brokerage owner
and a mom of three, and if wearen't following each other
online, please find me Facebookat Lindsay Dreyer and on
Instagram, lindsaydreyer.
Today we are going to get intohow to stop sounding like every
(00:26):
other real estate agent, becausethere are a lot of copycats out
there and, honestly, we kind ofall sound the same.
So I want to play a little game.
Who said this, helping you turnyour real estate dreams into
reality?
Your trusted neighborhoodexpert, never too busy for your
referrals?
Or, my favorite, doing realestate differently?
(00:47):
If your answer is literallyevery agent on the planet, ding,
ding, ding, ding, you are awinner.
And really, what we have inreal estate is a brand voice
problem.
Here is the truth If yourcontent sounds like it could
belong to anyone, it's notworking, it is not connecting,
it's not building trust, it'snot helping people remember you.
(01:09):
So in today's episode, we'regoing to fix that.
Let's stop sounding like everyother agent and start sounding
like you, you special flower.
So why does your marketingsound generic?
And there are some prettycommon reasons.
Number one is that you'recopying what quote, unquote top
(01:30):
producers post, so you arebasically trying to brand
yourself as one of those topproducers.
So you're doing all of yourlike just listed, just sold
posts and all of that braggystuff that, honestly, I don't
think really works.
You're also afraid of maybesounding too casual or weird or
(01:51):
personal, like you want to soundbusiness, professional but
honestly, you're missing outbecause you are trying to appeal
to everyone, and that isanother reason why our marketing
sounds generic is that we aretrying to appeal to everyone, so
we don't appeal to anyone.
Another reason is that you'reaiming for professional and
you're just landing on bleh,like it just sounds like chat,
(02:14):
gpt gobbledygook.
And the last reason is thatyou've probably never actually
defined your voice.
You've never actually definedyour brand voice and some people
may be like what are youtalking about my brand voice?
And so hopefully this episodewill be really helpful for you.
People aren't necessarily goingto connect with just your sales
(02:35):
record, but they do connectwith your vibe, your values and
your point of view and if you'renot showing that in your
marketing and wherever you showup, you are going to be
forgettable.
Here are three brand voiceblockers that I'm going to have
you ditch.
Realtor, speak over automationand corporate tone.
(02:57):
Realtor speak number oneWhether buying or selling, or
investing, or top producing fullservice agent, what the heck
does that even mean to thegeneral public?
Try something like this.
I help busy families upsizewith less stress, or my job is
to make your move feel calm andmanageable, not chaotic.
(03:19):
So we're getting into what itactually means to our clients,
not just this realtorgobbledygook that we see
everywhere and that just getsrepeated and repeated and
repeated.
Number two the mistake is overautomation.
So templates and AI arewonderful tools.
I am a massive, massive fan ofthem.
(03:40):
But if there's zero of you init, it just is going to fall
flat and, honestly, it actuallydestroys trust because people
know it's not you.
So you can add your voice bycustomizing a GPT and
programming chat GPT to actuallytalk like you so it gets you
(04:01):
like 80% of the way there and,honestly, check out my class
Custom Chat TPT for Real Estate.
It is the best it's on mywebsite.
Check it out.
You can also swap these likegeneric things for a story.
It could be a personal story,it could be a client story.
I always love using clientexamples and then being specific
(04:21):
, talking about things that chat, gpt or a template or generic
things.
That's just like everywhere.
So instead of saying, likeclosing day, it could be handing
over keys to a family with atoddler and a golden doodle.
That just tells more of a story.
We love stories.
So over automation is absolutelya brand voice blocker.
(04:43):
It's important to be showing upas yourself authentically.
But if you use AI, that's fine.
Just make sure that it is stillcapturing how you would
actually speak.
Another tip is I like to readthings out loud, like am I
actually going to be saying thisin the real world?
And if it doesn't sound likeyou when you're reading it, that
is a big hint that it needsyour edit.
(05:03):
So the third brand blocker isyour corporate tone because,
honestly, you're not a law firm.
You are a human who helps otherhumans through big life changes
and life shifts.
So use contractions, your itsdon't Write how you speak.
Like I was saying before, likehave it be conversational in
(05:24):
tone, not stiff.
So your brand voice isn'tnecessarily what you say, it's
how you make people feel.
All right, so let's get into thenitty gritty.
We're going to talk about howto find your real voice and then
writing a manifesto.
So I have step one on findingyour real voice, and I want you
to answer these three clarityquestions.
(05:44):
The first is what do myfavorite clients say about
working with me?
Is it that you are insanelyknowledgeable?
You are super friendly, youmade things fun, you are so
prepared, you got results.
What are the things that peoplesay about you?
Specifics are really importanthere.
(06:06):
So, like brain dump, what dothey say?
The second question is whatkinds of conversations light you
up, even outside of real estate?
For me, oh my gosh, empoweringanything.
Women Like y'all, god, likesingle women buying property,
like, hook me up, I'll have thatconversation all day long.
So what kind of conversationsdo you love to have outside of
real estate?
And question number three iswhat do I want people to feel
(06:34):
when they land on my page orhear me speak?
And it could be that you wantthem to feel empowered,
understood, calm, anything itcould be entertained.
What do you want people to feelwhen they land on your content
or your page or they hear youtalking?
So answer those three questions.
What do my favorite clients sayabout working with me?
What kinds of conversationslight me up, even outside of
real estate?
(06:55):
And what do I want people tofeel when they land on my page
or hear me speak.
That's step one.
Step two to finding your realvoice is choose three voice
anchors, and these are threewords that your brand voice
should always feel like.
So here are some examples Calm,clear, strategic, bold, funny,
(07:17):
confident, warm, smart,authentic, nurturing, curious,
joyful and Use these as your gutcheck.
If your post doesn't sound likethis, rewrite it.
So having those three voiceanchors are really crucial to
making sure that everything youput out is consistent and sounds
(07:38):
like your brand voice.
Step three is to put this intoaction.
So try rewriting your Instagrambio.
Try rewriting your websiteabout me section.
Try rewriting a buyer or aseller welcome email.
How about your monthlynewsletter opener?
Or a talk to camera reel?
And then ask yourself does thissound like me?
(08:00):
Would I actually say this outloud?
And if it does, then you haveprobably hit on your brand voice
, which is awesome.
So the next thing, once you haveyour brand voice nailed down,
is we're going to write yourreal estate manifesto.
So what is a real estatemanifesto?
This is your belief statement,this is your positioning, this
is your North Star.
(08:20):
This isn't about what you do.
It's about why you do it andwho you do it for.
You can pay a branding firm bigbucks for this and honestly I
just did totally worth it.
But you can work on thisyourself to really start to get
started.
But if you're looking for likea real branding experience,
you're going to want to hire abranding firm at that point when
you're ready to go out there.
(08:41):
But the manifesto fill intemplate I will actually link in
the show notes, but it is.
I believe real estate is morethan blank.
It's about blank.
I work with blank because Ibelieve they deserve blank
Around.
Here we blank, we don't blankand we always blank.
This is more than a transaction.
(09:02):
It's a transformation and I'mhere for every step of it.
So this obviously is like justa template.
You can work it.
But an example is I believereal estate is about more than
closing deals.
It's about helping people makesmart, aligned decisions during
major life transitions.
I work with thoughtful buyersand sellers who care about doing
(09:22):
things the right way, not thefast way Around.
Here we don't do pressure, weask good questions, we stay calm
under stress and make sure youfeel in control every step of
the way.
This is a real partnership, nota sales pitch.
So that's a great example of amanifesto statement and you can
then take that and translate itto all sorts of things marketing
(09:44):
materials, you can plug it intoChatGPT and then have it like
program, some brand voice stuff.
So once you have that, it's agreat thing to put on all of
your marketing materials becausethen people know what you stand
for.
I know this episode was a littleshort, but you do not need to
go viral.
You do not need to niche down sohard that you don't even like
(10:06):
your business anymore, and youdefinitely don't need to be
louder and you do not need tokeep copying other people.
I want you to think about thisquestion and if you're into
journaling, it's a great thingto go ahead and like journal on.
What would I sound like in mycontent if I stopped trying to
sound like a quote, unquote goodagent and just sounded like
(10:28):
myself?
Like what are you scared of?
What is preventing you fromgoing out there and just being
yourself, or sounding likeyourself?
So I'm here to encourage you tosay what you say, be who you
are, say it again, because theagents who stand out are the
ones who show up with their fullvoice over and over and, over
(10:50):
and over again, and I amencouraging you to do the same.
So, if you complete yourmanifesto or get your three
brand voice words, I would loveto hear them, email them over,
shoot them to me on Facebook orInstagram, because branding is
something that I think realestate agents don't do very well
(11:10):
, but you can.
So go get them, tiger, and Iwill see you next week.
Popular Podcasts
On Purpose with Jay Shetty
I’m Jay Shetty host of On Purpose the worlds #1 Mental Health podcast and I’m so grateful you found us. I started this podcast 5 years ago to invite you into conversations and workshops that are designed to help make you happier, healthier and more healed. I believe that when you (yes you) feel seen, heard and understood you’re able to deal with relationship struggles, work challenges and life’s ups and downs with more ease and grace. I interview experts, celebrities, thought leaders and athletes so that we can grow our mindset, build better habits and uncover a side of them we’ve never seen before. New episodes every Monday and Friday. Your support means the world to me and I don’t take it for granted — click the follow button and leave a review to help us spread the love with On Purpose. I can’t wait for you to listen to your first or 500th episode!
Dateline NBC
Current and classic episodes, featuring compelling true-crime mysteries, powerful documentaries and in-depth investigations. Follow now to get the latest episodes of Dateline NBC completely free, or subscribe to Dateline Premium for ad-free listening and exclusive bonus content: DatelinePremium.com
Stuff You Should Know
If you've ever wanted to know about champagne, satanism, the Stonewall Uprising, chaos theory, LSD, El Nino, true crime and Rosa Parks, then look no further. Josh and Chuck have you covered.