Operations
It’s All About the Feels CREATE A BRAND THAT INSTILLS TRUST, COMFORT, AND COMPETENCY BY LEANING INTO (YOUR AUDIENCE’S) EMOTIONS.
SKYLER WILSON
I t is surprising to still see real estate marketing that looks as exciting as a permission slip. Logos with generic roofs, websites flagged by Google’s SEO gods for crimes against page speed, pitch decks slapped together in PowerPoint with Times New Roman still holding on for dear life. For an industry that deals in millions, the design level often hovers somewhere around “high school yearbook staff.” DESIGN IS NOT DECORATION—IT’S LEVERAGE And yet, design is everything. Not in the way that designers with neck tattoos might tell you, but in a practical, money-moves way. The design of your
VIBE ISN’T A TREND— IT’S A TRUST SIGNAL
brand, your content, your visuals all act as a trust accelerant … or a deal kille r. When someone lands on your Instagram, your website, your email they decide in seconds whether you’re worth paying attention to. It’s not conscious. It’s lizard-brain stuff. If your aesthetic is clean, cohesive, and confident, people stick around. If it’s messy, inconsistent, or confusing, they bounce and probably go give their money to someone who just looks like they know what they’re doing. People don’t buy properties, or portfolios, or investment strategies. They buy feelings . Certainty. Trust. Competence. Safety. Vision. A “vibe,” if you will.
Now, you don’t have to say the word out loud, but your brand still has to create one. A vibe is just a consistent emotional throughline. It’s the look, tone, and style of your content all pulling in the same direction. It’s the reason some brands feel “put-together” without being flashy—and why some $20 million portfolios feel like they were assembled in Microsoft Paint. This is where most real estate investors, wholesalers, and syndicators miss the mark. They’re focused on facts: cash-on-cash return, debt structure, equity splits. That’s all important, but it’s not what gets someone to stop scrolling or take you seriously online.
8 | think realty magazine :: may - june 2025
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