Real estate agents get a lot of unfair criticism for putting their faces on all their marketing.

But here’s the thing: When you’re an agent, it’s important for people to recognize your face. Personalized marketing is what builds trust and brands you as the local expert in your market.

Of course, some agents think it’s all about billboards and bus ads. Those things by themselves aren’t enough. If you put your face on a bus, you won’t necessarily see a ton of business rolling in.

You need systems to guarantee your success.

The ultimate goal should be to create a personal brand that scales. Your systems should support personal connection and promote trust among your clients. That way, you can create relationships that will lead to a flywheel of business—driven by countless referrals and repeat transactions.

Create a sense of consistency

Whatever kind of marketing you’re doing, it’s crucial that you know who you’re marketing to.

Take the Property Brothers, for example. I usually forget their individual names, but I see their faces and immediately know what they do. They’re not for the Bob Villa crowd—they’re for a younger, hipper set of people who are interested in real estate and DIY projects.

The Property Brothers have created a brand that’s both personal and trustworthy. HGTV keeps creating new shows starring them, and their raving fans want to see each one.

Personalization creates impact, reciprocity, and trust.

Make people feel

People are ultimately buying into the brand, the system, and the way it makes them feel.

When it comes to creating a memorable customer experience, some companies stand head and shoulders above the rest. For example, the Walt Disney Company is a master of making its fans feel good. In another blog, I wrote about my amazing experiences staying at the Four Seasons.

So, how do you replicate this in your business?

Start with the small, but essential details. Are you driving a clean car? Are you dressed appropriately, based on what your clients would expect? Are you greeting everyone with a smile?

Know what you stand for—know your “why,” as Simon Sinek says. Apple thinks differently. Nike empowers athletes. Understand why you’re doing what you’re doing, and be able to communicate that clearly to your customers.

How do you want people to feel? What do you want their experience to be? Usually, it’s what you’re passionate about. Let your system play into your strengths.

Send contracts to your clients digitally. Give your clients step-by-step instructions for what they need to sign and why. People are almost always confused and frustrated by contracts, and it’s not a good experience.

After the sale, give your clients a thank-you gift, like a personally branded magazine.

Personalize the experience

If I want to be the agent who has the best service, my system needs to go above and beyond. I’ll need to set up systems of reminders and record the information that will benefit my clients.

When you show up and meet your clients, bring them coffee. It’s unexpected. Text beforehand and ask what their coffee order is. It’s a little thing that goes such a long way.

It can be time consuming to know everything about everyone you work with. But if you can systematize giving personal experiences, you’re going to win.

Create processes that acknowledge how each client is unique with their own needs. Meet them where they are, with the knowledge that each person is going to be a little different than the next.

Get into a place of rapport. Build camaraderie, ask questions about their background and where they grew up. Use the F.O.R.D. method.

Record your clients’ responses in your CRM. Set up reminders around their birthdays and contact them with a personal video message.

Real estate agents who can create systems that still feel personal are truly at the top of their game. By consistently delivering an amazing experience to everyone you work with—and then following up meaningfully after the transaction—you’re setting yourself up for a business that grows exponentially in the months and years ahead.