How to build your personal brand to become a locally known expert

How to Build a Brand That Actually Connects (And Brings in Business)

If your real estate marketing feels like shouting into the void, this blog post is for you.

In a recent live session hosted by Curaytor, Steve Smith sat down with longtime client and Curaytor ambassador Mindy Jones of the Amy Jones Group. The topic? How to build a personal brand that resonates, earns trust, and drives real business.

What followed wasn’t a playbook of marketing gimmicks—it was a masterclass in authenticity, clarity, and community.

Here’s what stood out.

[03:50] From Nonprofit to Neighborhood Expert: Mindy’s Unconventional Path

Mindy didn’t start her career in real estate. Her early work at Phoenix Children’s Hospital and later in tech operations gave her two superpowers: empathy and process. When she pivoted to real estate over a decade ago, it wasn’t about escaping travel—it was about choosing how she wanted to show up in her community.

“The reason I got into real estate isn’t the reason I stayed,” Mindy shared. “I realized it was a platform to help people—and choose how I serve.”

The takeaway? Your brand is more than a career choice—it’s how you show up in the lives of others.

[06:00]Define the Words You Want People to Use When You’re Not in the Room

If you’ve ever struggled to define your personal brand, here’s Mindy’s advice:
Don’t start with what you want to post. Start with who you are.

She recommends asking yourself:

• What are the values that have guided you in other careers or stages of life?
• What kind of stories do you remember most from helping others?
• What adjectives do you want clients, peers, or community partners to use to describe you?

For the Amy Jones Group, those words are community, on purpose, resourceful, real estate, and service—and they show up everywhere, from Instagram captions to email newsletters to team culture.

[09:30]Community on Purpose: Turning Values Into Action

Community on Purpose isn’t just the brand slogan for Mindy’s team—it’s the name of their nonprofit. And that alignment is key.

Rather than sponsoring a few events and calling it community engagement, Mindy’s team built deep, consistent relationships with organizations that serve families, women, and underserved communities in the East Valley of Arizona.

“People say community happens organically. I call BS,” she said. “It feels natural when it’s aligned. But it happens because people make it happen.”

This purpose-driven approach isn’t just good for the soul—it’s good for business. Clients see the impact. Local businesses become allies. And referrals come from places you wouldn’t expect.

[27:00]Your Social Strategy Shouldn’t Be an Identity Crisis

Mindy admits she was slow to embrace Instagram. But when she realized her ideal audience was using it to find community, she evolved—without diluting her values.

Today, her social media is full of stories, not sales pitches. Behind-the-scenes open houses. Volunteering with her team. Showing up as a leader, a mom, and a neighbor.

“We don’t say ‘trusted advisor’ in our bios. We show up as one.”

And that consistency matters. Mindy trains her team to think critically about every post. If a new recruit posts content that doesn’t match their values?

“I ask myself—what did I post that made them think we were aligned?”

Let your content attract the right people—and repel the wrong ones.

[45:00]Content That Compounds: How Mindy’s Team Does It

One of the most powerful parts of the webinar was seeing how Mindy operationalizes her brand through content. Her “Weekend Warrior” email is a hub of real estate updates, community events, and stories from her team.

It’s not a newsletter—it’s a narrative.

From landing pages and listing videos to Instagram Reels and automated email campaigns, Mindy layers her content in a way that builds recognition and trust across every touchpoint.

Even better? Her agents use the content too—empowering them to grow their own visibility while staying on-brand.

“The tech supports the message. But the message starts with us.”

What This Means for You

If you’re trying to build a personal brand in 2025 that actually works, here’s the roadmap Mindy laid out:

1. Define your values and story—not just your logo.
2. Be consistent and intentional—across platforms, listings, and interactions.
3. Serve your community on purpose—not just when it’s convenient.
4. Use content to connect, not just convert.
5. Let tech amplify what’s human—not replace it.

You don’t need to be everywhere. You just need to be somewhere—with clarity, purpose, and heart.

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[.cc-rich-form-headline]Build a brand like Amy's[.cc-rich-form-headline]