Standing Out in the Crowd: How I Built a Personal Brand That Feels Like Home

By Jeff Goodman
Licensed Real Estate Agent, Brown Harris Stevens

What Personal Brand Really Means in Real Estate

When people talk about “personal brand,” I think they often picture a logo or a polished Instagram feed. For me, it’s simpler—and more real. My brand is the experience people have when they interact with me. It’s how they feel when I guide them through a co-op board interview or walk them through a brownstone in Park Slope. It’s the trust that builds over time and the consistency of showing up, being present, and caring. That’s the brand.

In a city like New York, where you can’t walk a block without bumping into another agent, your personal brand isn’t optional. It’s survival. Our real estate  market is nearly saturated with agents, yes. But more than that—it’s full of smart, capable people. The only real way to differentiate yourself is by being unapologetically you. Clients aren’t just hiring you for your license. They’re hiring you for your lens, your voice, your integrity.

My brand has always come from a very New York place: authenticity, curiosity, and a genuine love for the neighborhoods I work in. I’m not trying to be all things to all people. I’m just being myself, and that turns out to be exactly what certain people are looking for.

Finding—and Living—My Unique Value

When I think about my value as an agent, it starts with this: I see real estate as a service profession, not a sales job. My clients aren’t transactions. They’re people making some of the biggest decisions of their lives. And they need someone who sees the full picture—emotionally, financially, historically.

I call myself the “Quintessential New Yorker®” not because it sounds catchy, but because it’s true. I know this city. Not just the streets or the comparable sales, but the rhythm of each block. The history behind a building. The story of how a neighborhood became what it is. That context matters. It builds trust. It educates. And it helps people make smarter decisions.

My podcast, Rediscovering New York, and the walking tours I lead aren’t just side projects. They’re extensions of how I work. They’re how I show up. They’ve allowed me to take my love for New York’s and its many stories and turn them into a platform where people can learn, engage, and see the city through a wonderful lens. In turn, they also get to know me—not just as an agent, but as a person.

How My Brand Took Shape

I didn’t sit down one day with a whiteboard and say, “Let’s build a brand.” It evolved. Slowly. Organically. Like most things worth building.

In the beginning, I focused on being excellent at what I do. That’s the baseline. If you don’t know your market cold, if you’re not 100% reliable, none of the branding “fluff” matters. From there, I started leaning into what made me different—not what made me better, but what made me me. My love of New York and its unique history. My storytelling. My background in the arts. My respect for architecture.

At some point, it clicked: instead of trying to separate my personal interests from my business, I could let them live together. The moment I started just sharing my passions, things aligned. That’s when the right people started reaching out.

And here’s the thing—it wasn’t always perfect. I tried things that didn’t land. I posted content that occasionally felt flat. But that’s part of it. A brand isn’t a campaign. It’s an evolving relationship with your audience. It needs space to breathe and grow.

What I Choose to Show—and Why

You can’t put every piece of yourself out there. So it really comes down to this: what parts of who you are will actually connect with the people you’re trying to serve?

For me, that meant leaning into my deep knowledge of the City, my commitment to advocacy, and my role as an educator. It also meant being transparent. People want to see who you really are, not just what you sell. I’m not afraid to get personal when it feels right. I’ll talk about why I love a certain block, or how a client taught me something unexpected. I’m not performing. I’m sharing.

That balance—professional but human—is what helps people trust you. And trust, in this business, is everything.

What Platforms Have Mattered Most

For reach and visibility, social media has been a game changer. But I’m selective. I’m not everywhere. I use platforms that allow me to tell stories, to go deeper. LinkedIn has been surprisingly powerful for connecting with thoughtful people. Instagram helps me bring neighborhoods to life visually. And my podcast and tours give me space to dive in and explore what makes this city so incredible.

What’s worked best isn’t shouting into the void, it’s consistency. Regular posting. Showing up even when the market’s quiet. Letting people see that I’m not just selling real estate—I’m living it.

Visual Identity: Necessary or Not?

Do I use a consistent visual identity? Yes and no. I don’t have a slick, templated look. But there is a throughline. My photography tends to highlight architectural details and vibrant street scenes. My podcast has a clear visual brand. My business card looks like it belongs to someone who takes their work seriously, but not too seriously.

I never wanted my brand to feel like it was trying too hard. The goal is to be approachable, professional, and memorable. I work with a designer occasionally, but I always ask myself: Does this feel like me? If it doesn’t, I don’t use it.

Final Thoughts

Building a personal brand in a city like New York isn’t a sprint. It’s a long game. And it’s not about being the loudest voice in the room—it’s about being the clearest, most consistent, most you voice in the room.

There’s no one way to do it. But what I’ve seen over the years is this: when you lead with service, when you stay curious, when you show up again and again with integrity, people notice. They remember. And when the time comes, they reach out—not just because you’re good, but because you’re real.

That’s branding at its best.

About Jeff Goodman

Jeff Goodman is well known as the “Quintessential New Yorker®”, and he and his team are at leading NYC broker Brown Harris Stevens.  Having an extensive career in the field of real estate Jeff has a deep understanding of Manhattan, Brooklyn, and parts of Queens and the Bronx. Jeff’s clients’ missions are his vision: he guides, educates and advocates for them. This philosophy has made him a trusted advisor to those he works with and for.  Jeff is passionate about New York’s amazing neighborhoods and showcases them through his “Rediscovering New York” podcast and walking tours. This programming has earned him recognition from RIS Media as a “Newsmaker” for six consecutive years.