""What I see performing best in branding videos for my clients is videos that are on-brand with the broker's personality," Mellal told Inman, noting that generic content like '5 reasons why you should work with me' or '3 reasons I love this area' tends to generate little engagement."
"Instead, she recommends content that reflects how an agent actually shows up in the market. She pointed to one luxury broker in Westmount, known for deep market knowledge and precise pricing, whose content works because it mirrors his demeanor: calm, direct and rooted in the places and conversations that define his business."
"That kind of content matters because trust increasingly hinges on perceived authenticity, not just credentials. Mellal cited the Edelman Trust Barometer in arguing that credibility is built through genuine interactions."
A polished real estate agent brand is rooted in authenticity rather than trendy scripts or overproduced content. Meriam Mellal emphasizes that effective marketing tactics are those that feel human, especially in an age of AI-generated content. Trust is built on personality, not polish. Mellal advises agents to create content that reflects their true selves and local market insights, moving away from generic formulas that lack engagement. Authenticity is crucial as trust increasingly relies on perceived genuineness rather than mere credentials.
Read at Inman
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