Brittany Ryan
on

Did you know competition in the real estate market has grown by 25% in the past four years?

Yep, it's crowded out there. And standing apart is going to take more than a flashy Facebook ad. That's where some good old-fashioned branding can help.

Now, there’s a lot that goes into building your personal brand, but a  solid real estate slogan or tagline is a good place to start.

Why is a real estate slogan or tagline important?

Though simple, your tagline or slogan is the first crucial step in any brand building strategy. Don’t believe us?

What’s the first thing that comes to mind when you hear the phrase “Just Do it”?

Case closed.

Most brands underestimate the power of a stellar tagline and end up with the kind of goofy, thoughtless or cheesy slogans that triggers an instant eye-roll.

We weeded through the phony, salesy and just-plain-vanilla to compile a list of Realtor taglines and slogans from real estate brands that are killing it in 2019.

But first, here's how to DIY your own perfect tagline or slogan

Before we unleash our top taglines and slogans, it's important to point out that like everything else in this business, you can't copy/paste your real estate brand.

If you've been stuck on this slogan thing for a while, break out the pen and paper. It's time to get creative!

These questions will help lead you toward your own perfect tagline:

  • What unique skills, knowledge or service do you bring to the table?
  • What do you do differently than everyone else?
  • What's the most important outcome you want to see for your clients?
  • What is your customer afraid of? What do they stand to lose?
  • What are their most common questions and complaints about the real estate experience?
  • What are some of the best customer compliments you've ever received?

As you read through these examples, keep these questions in the back of your mind.

Jot down any initial answers, ideas or flashes of insight that pop up. 

And remember, we're just brainstorming here. There are no wrong answers!

1.  “Let’s find the path to your dream home today!”

Source: Debra Beagle

Debra is an industry veteran and co-owner of the leading RE/MAX team in the world. She has a firm understanding of her real estate audience and also happens to be an ace project manager. 

Debra's simple but powerful slogan seamlessly integrates the needs of her audience with her unique differentiator as an agent who can handle any real estate journey, no matter how bumpy.

Key takeaway:

A great estate slogan is one that clearly defines the unique value of your service. 

It's also totally fine to use a polite command in your tagline (e.g., "Let's find…") as a way to give it an active and enthusiastic tone.

2. "Exploring the science of Real Estate"

Source: Lab Coat Agents

Nick Baldwin and Tristan Ahumada run one of the best real estate blogs on the internet. And they know cheesy taglines won't cut it.

Labcoat Agents uses a vision-driven tagline that clearly defines the purpose of the blog.

Key takeaways:

Use adjectives, examples and a descriptive approach to create a powerful tagline that tells your audience exactly what you do. 

Starting your tagline with a gerund (a word ending in -ing) is a classic way to give your brand an authoritative tone. Just steer clear of vague verbs like 'providing' and 'offering' and opt for an active verb instead.

3. “From PROVEN hands-on private & group coaching to powerful expertly taught courses, our goal is YOUR success!” 

Source: Your Coaching Matters

Donna and Mike Stott know their target audience doesn’t have time to spare. 

Their slogan gets straight to the point. It clearly defines the value proposition of their coaching program, while giving the reader a glimpse into their program's star features.

The reader knows that no matter which coaching program they choose, this is one team that's going to put their needs first.

Key takeaway:

Consumers care about themselves and what you can do to help them

Avoid self-serving slogans and opt for a value-first tagline that instantly answers the crucial question 'What's in it for me?'.

4. “home is… A Place for New Beginnings.”

Source: Debianchi Group

Samantha Debianchi's tagline does a perfect job of leaving a positive impact on its target real estate buyer, while pulling all the right emotional triggers. 

Not only that, she conveniently places a listings search bar right below it to make it dead-easy for prospects to take action.

Key takeaway:

Done right, emotionally-driven real estate taglines can build a profound connection with prospects and drive them towards conversion. Just be careful not to use any messages that could provoke fear or defensiveness.

5. “Enjoy a clear and simple home-buying experience.”

Source: Search Salt Lake

This is a great example of pitching against the competition, without actually calling anyone out.

Dustin Brohm understands the stress and frustration associated with the real estate journey and uses his slogan to position himself as the hassle-free alternative for prospects looking to get the best deal with minimal headache.

Key takeaway:

Craft your real estate tagline or slogan as a solution to your prospect's real fears and desires. And don't be afraid to position yourself as that one-in-a-million Realtor who does things differently.

6. "Sell it like Serhant."

Source: The Serhant Team

From publishing bestsellers to starring in a widely popular television series, Ryan Serhant's done it all. There's no denying he's built an exceptional brand—and maybe that's why he has the bold audacity to use his own name as a tagline.

Now, this isn't technically Ryan’s slogan, but it’s a great example of the power of branding. 

And you gotta admit, it's catchy.

Key takeaway:

A strong brand can turn even the most straightforward phrase into a memorable message. (For example, "Think Different" by Apple.)

7. “Expect a better real estate experience.” 

Source: BHGRE

Jaqueline Black-Hogue of Better Homes and Gardens Real Estate knows Realtors don’t always have the best reputation. She uses a super-catchy slogan that markets her as a better and more authoritative agent to work with.

This slogan also speaks to unsatisfied prospects that have had bad experiences with other agents in the past. Plus, you've got to respect a perfect pun.


Key takeaway:

Every service has some kind of opposition (think: pricing, quality, trust, etc.). Instead of shying away, tackle your opponent head on and position your brand as the better option.

Feel free to use puns when they're a natural fit, never a stretch.

8. “We pioneer solutions to end global homelessness.”

Source: New Story

New Story is a non-profit organization with an inspiring vision to solve the global problem of homelessness. 

And yes, this example is pretty different from the standard real estate tagline. But it's a great example of belief-driven brand building done right. (And with some 64% of consumers saying they'll choose a brand based on its stance on a controversial issue, the marketing team at New Story might be onto something.)

New Story's tagline perfectly defines their identity, goals and vision for the future. It’s no surprise they’re backed by big players like BHGRE, Sotheby’s International and DocuSign.

Key takeaway:

A strong slogan is one that represents the bold vision and mission driving your brand. Brownie points for keeping it authentic and inspirational!

9. “The right broker makes all the difference.”

Source: Stribling

Stribling is no ordinary brokerage.

Renowned for its roster of New York's finest properties, their slogan cuts right to the chase and differentiates their brand as being a cut above the rest.

At Stribling, brand strategy is based on the unique advantages they provide their exclusive clientele. And with a staggering 80% of their business coming from referrals, they clearly walk their talk.

Key takeaway:

Done right, a slogan can be used as an excellent differentiator in your Segmentation, Targeting and Positioning (STP) strategy. Just make sure you're ready to back up your claims with action.

10. "EXIT Realty, A Smart Move!"

Source: Exit Realty

Exit Realty is one of the fastest growing real estate groups—and an excellent example of sloganeering done right following the classic Rule of Three.

Their tagline is simple, yet it subtly aligns their brand with the customer's desire to make an educated, rational real estate decision.

Key takeaway:

Thinking about your customer's fears and pains is great, but it's also a good idea to picture the person they want to see themselves as at the end of their real estate journey.

Do they want to be wise? Confident? Bold? Calm? Find a way to work it into your slogan or tagline.

11. “Exceptional Reach. Exceptional Results”

Source: Noble Black

The Noble Black Team is a luxury brokerage that deals with Manhattan’s most expensive real estate.

In a glance, you can see they take branding seriously. They use a simple but specific real estate tagline tailored to clients who expect the best of the best.

Hence the phrase, “Exceptional Reach”

Word choice is 90% of any great slogan or tagline and by using the word 'exceptional' the team at Noble and Black is speaking directly to uber-wealthy prospects looking for a service capable of connecting global buyers and sellers who are comfortable with multi-million-dollar transactions.

Key takeaway:

Avoid generic phrases in favor of actual words your ideal customer uses and/or identifies themselves with.

Tips for a smart real estate tagline or slogan


  • Clearly define the unique value of your service
  • Use a polite command (e.g., "Let's")
  • Tell your audience exactly what you do. 
  • Start your tagline with a gerund (a word ending in -ing) for an authoritative tone
  • Steer clear of vague verbs 
  • Use active verbs
  • Tell your customer what's in it for them
  • Keep it emotional, but not scary
  • Answer your customer's real fears and desires
  • Don't be afraid to position yourself as the one who does things differently
  • Keep it simple and straightforward.
  • Use your opposition (think: pricing, quality, trust, etc.)
  • Use puns only when they're a perfect fit, never a stretch 
  • State the vision and mission driving your brand
  • Keep it authentic and inspirational
  • Use the Rule of Three
  • Avoid generic phrases 
  • Use the actual words your ideal customer uses and/or identifies with
  • Think about who your customer wants to be at the end of their real estate journey

Keep it simple, smart and real


A good slogan or tagline is simple, but effective.

The ultimate goal is to convey a genuine, powerful message to your target audience. So take time to make sure it's something that feels right.

Once you've got your top options narrowed down, step away for at least a day before coming back to it with fresh eyes. And if you can, try to look at it from the perspective of your ideal customer.

After all, a great tagline is more about them than you.