The Reason You're Struggling to Build a Brand

Nic Fren | Founder & CEO of Bespoke Media & Real Estate Today

Let me say what most won’t.

Building a brand in real estate isn’t hard. I’ve done it. THREE TIMES.

From my lounge room. No team of 20. No legacy database. No expensive PR agency. Just a clear strategy and consistent output.

And before you say, “Yeah, but Nic, you’ve got an advantage” — here’s what I’ve actually done:

• Bespoke Media is now the #1 media and marketing agency for real estate across Australia and New Zealand. Built on proof, not promises.

• Real Estate Today New Zealand (RETNZ) became the #1 real estate industry publication in New Zealand in just three months. No fluff. Just real stories, the way the industry wants to hear them.

• Real Estate Today Australia (RETA) became the #1 real estate industry publication in Australia in five months. We went from launch to leader before some agents could even finish planning their 2025 strategy.

  
  

So don’t tell me it’s hard. Tell me you’re not doing the work.

Hustle Is Still the Answer

People love to hate the word “hustle”. But that’s exactly what this is. It’s not romantic. It’s not polished. But it works.

I don’t have time for long lunches and fluffy strategy sessions. I’m too busy getting things done.

• While others post once a fortnight, I’m posting daily.

• While others wait for a marketing department, I am the marketing department.

• While others ask for advice, I’ve already published the next piece of content.

  
  

If you’re not getting the results you want, it’s because you’re not doing enough of the right things, consistently.

Why Most Agents Are Falling Short

1. You’re Relying on Tools Instead of Thinking

AI is helpful. Canva is convenient. But they’re tools — not your brand. If your content feels flat and forgettable, it’s because you’ve let automation replace identity.

2. You’ve Got No Real Positioning

If you say the same thing as everyone else, you are the same as everyone else.Branding is about difference. What do you stand for? What do you fight for? If you can’t answer that in one sentence, start again.

3. You’re Attending Things, Not Building Things

Industry dinners and events are great — if they lead to outcomes. But if you're attending just to be seen, and walking away with nothing new to show for it, it’s a vanity metric. That’s not growth. That’s busywork.

Getting together and singing kumbaya won’t win you business.

Unless it has — then by all means, let me know. I’d love to run a story on that.

The Formula That Actually Works

Here’s what I’ve done — and what you’re probably not doing:

• I showed up daily.

• I launched before I felt ready.

• I led with value, not vanity.

• I stayed visible even when no one was paying attention.

  
  

And when everyone else took their foot off the pedal for Christmas, I worked through the 17-day gap — and launched RETA.

Because speed beats perfect. Relevance beats reach. And momentum wins every time.

Final Word

This industry doesn’t have a content problem.It has a commitment problem.

Most agents are waiting to feel confident before they show up. But confidence isn’t what builds a brand — execution is.

So when you say, “It’s hard, Nic — you don’t understand,”

Understand this:

I do get it.I just didn’t make excuses.

You can build something real. Something respected. Something that actually cuts through.But only if you stop talking and start building.