Your personal brand is one of the most powerful assets you have as a real estate agent. It’s how potential clients perceive you, how they connect with you, and how you differentiate yourself in a crowded market. At Authorify, we’re dedicated to helping agents elevate their business by building authority through tools like publishing your own book, done-for-you social media templates, and more. But to truly maximize the impact of these tools, it’s essential to ensure your personal brand is up-to-date and consistent across all platforms.

To help you keep your personal brand in top shape, we’ve created a comprehensive checklist for conducting a personal brand audit. This step-by-step guide will ensure that your online presence accurately reflects who you are today, making it easier for clients to find you, trust you, and ultimately choose you.

Personal Brand Audit Checklist

1. Review Your Google My Business Profile

Why It Matters:
Your Google My Business (GMB) profile is often the first thing potential clients see when they search for you online. It serves as a virtual business card, so it's essential that the information is accurate and up-to-date.

Action Steps:

• Check that your name, phone number, email, website, and brokerage information are all correct.
• Make sure your business hours are accurate, especially if you have set times for client consultations.
• Upload recent photos that showcase your listings, office, or team to make your profile more engaging.
• Add Your Authorify Book: Include a link to your Authorify landing page where clients can request a copy of your book. This adds instant credibility and sets you apart from the competition.
• Respond to reviews—both positive and negative—to show potential clients that you care about feedback and client satisfaction.
  
  

Pro Tip: Make it a habit to update your GMB profile regularly, especially when you change brokerages, contact details, or branding elements.

2. Ensure Consistency Across All Platforms

Why It Matters:
Consistency builds trust. If your contact information or branding elements vary across platforms, potential clients may be confused or even question your professionalism.

Action Steps:

• Verify that your contact information (phone, email, website, and brokerage) is consistent across your social media profiles, website, email signature, and real estate directories.
• Check that your bio is up-to-date on LinkedIn, Facebook, Instagram, and any other platforms you use.
• Showcase Your Book: Update your profiles to highlight that you’re a published author. Include a link to your book and mention how it can help potential clients understand the real estate process, adding an extra layer of expertise to your brand.
• Use the same headshot across all profiles to maintain consistency and make yourself easily recognizable.
  
  

Pro Tip: Create a digital file on your computer where you gather all your key details (contact info, bio, tagline, headshot, book/landing page links, etc.) in a document and save your most-used image files (your most recent headshots, logos, and 3D book cover images). This folder will become a useful reference that you can use to easily copy and paste links and details whenever you need to update or create a new profile.

3. Update Your Headshot and Profile Photos

Why It Matters:
Your headshot is often the first impression you make, and if it’s outdated, it can create a disconnect when clients meet you in person. You want to ensure your headshot accurately represents how you look today.

Action Steps: 

• Use a professional headshot that’s less than two years old.
• Ensure your headshot reflects your day-to-day appearance (e.g., similar hairstyle, glasses, etc.).
• Use the same headshot across all platforms to maintain consistency.
• Consider holding your Authorify book in your headshot or profile photo, subtly reinforcing your status as an expert in your field.
  
  

Pro Tip: Update your headshot every 1-2 years or whenever you make a significant change to your appearance to ensure it remains current and recognizable.

4. Audit Your Website

Why It Matters:
Your website is your digital storefront, and it needs to be polished, professional, and easy to navigate.

Action Steps:

• Make sure your contact information is visible on every page, preferably in the header and footer.
• Check that all links are working, including those to your social media profiles.
• Ensure your website is mobile-friendly since many clients will be viewing it from their phones.
• Feature Your Book Prominently: Include a section on your homepage that showcases your Authorify book, with a brief explanation of the educational value it provides. Encourage visitors to request a copy. Update your "About" page with any recent achievements, certifications, or changes to your brokerage. 
  
  

Pro Tip: Use Authorify’s done-for-you templates to create engaging website content that drives home your expertise and authority in the real estate industry.

5. Evaluate Your Social Media Presence

Why It Matters:
Social media is where you build relationships, share your expertise, and showcase your personality. It’s crucial that your profiles align with your brand and provide value to your audience.

Action Steps: 

• Check that your profiles on LinkedIn, Instagram, Facebook, and Twitter reflect your current role, brokerage, and specialties.
• Audit your content to ensure it aligns with your brand message and expertise. Are you sharing valuable tips, insights, and listings?
• Use Authorify’s Done-for-You Social Media Templates: These templates make it easy to stay top-of-mind with your audience and consistently share engaging, branded content.
• Engage with your followers regularly by responding to comments and messages. 
  
  

Pro Tip: Schedule regular posts that reference your book, share excerpts, or offer it as a resource to potential clients. This positions you as a knowledgeable authority in real estate.

6. Monitor Your Online Reviews

Why It Matters:
Reviews can make or break a client's decision to work with you. It’s essential to monitor and manage your online reputation actively.

Action Steps:

• Regularly check reviews on Google, Zillow, Yelp, and other platforms where clients might leave feedback.
• Respond to all reviews, thanking clients for positive feedback and addressing any concerns in negative reviews.
• Consider asking satisfied clients to leave a review to build up a positive online reputation. 
  
  

Pro Tip: Include a link to your review pages in your email signature or follow-up emails to encourage more reviews.

7. Assess Your Personal Brand Message

Why It Matters:
Your personal brand message communicates who you are, what you do, and why clients should choose you. It should be clear, consistent, and compelling.

Action Steps: 

• Review your bio, tagline, and value proposition across all platforms. Do they reflect your current expertise and target audience?
• Ensure your messaging highlights your unique selling points (USP) and what sets you apart from other agents.
• Incorporate Your Authorify Book: Make sure your brand message emphasizes that you’re a published author, and explain how this differentiates you from other agents.
• Check that your tone and language are consistent with your personality and brand values.
  
  

Pro Tip: Use elements from your Authorify book—such as quotes, tips, or insights—in your brand messaging to reinforce your authority.

Wrapping Up the Audit

Conducting a thorough personal brand audit is an essential step in ensuring you present yourself as a knowledgeable, trustworthy, and consistent real estate professional. As you work through this checklist, take the time to identify areas where your brand might be falling short. Perhaps you’ve realized that your LinkedIn profile needs an update, or maybe you’ve noticed that you’re more active on Facebook but have neglected other platforms. These gaps and inconsistencies are opportunities for growth.

Once you've identified these areas, create a concrete plan to address them. Schedule time to update outdated profiles, ensure your Authorify book is featured prominently across your digital presence, and use our done-for-you social media templates to maintain consistent and engaging communication with your audience. By making these improvements, you’ll not only strengthen your personal brand but also establish yourself as an authoritative, go-to agent in your market.

Remember, building and maintaining a powerful personal brand is an ongoing process. By regularly auditing your online presence and leveraging Authorify's tools, you’ll stay ahead of the competition and solidify your reputation as a trusted leader in the real estate industry. Make today the day you commit to showing up as your most polished, professional, and authentic self—clients will take notice.

Ready to elevate your personal brand?  Connect with an Authorify Marketing Consultant to start your audit today, and make sure you’re showing up as the trusted authority that clients want to work with.