What Coca-Cola Can Teach Real Estate Agents About Branding
Let’s play a little game. Imagine if Coca-Cola ran their social media like most real estate agents.
You’d scroll through a feed full of:
“JUST SOLD” graphics in red and white
Charts showing quarterly beverage sales
“Did You Know?” facts about sugar content
And maybe the occasional “Coke Market Update: Q3 Trends”
Sounds ridiculous, right? That’s because Coca-Cola doesn’t sell soft drinks. It sells a feeling. An experience. A lifestyle. And that’s exactly the lesson real estate agents need to learn.
People Don’t Crave a Transaction—They Crave Transformation
No one opens Instagram hoping to see another generic “Just Listed” post. They’re not sitting around saying, “You know what I really need? A 3-bedroom ranch walkthrough with an elevator music soundtrack and a caption with a call-to-action that says ‘DM me for more info.’”
What they want—what they crave—is:
To finally leave a house that no longer fits their life
To live closer to their kids or grandkids
To stop throwing money at rent and start building wealth
To downsize and simplify after years of “too much stuff”
To feel safe, proud, inspired, or free when they walk in their front door
They’re not craving you. They’re craving what their life could look like after working with you.
Coca-Cola Sells the Life Around the Product
Let’s go back to Coke for a second.
Ever seen their most iconic commercials?
A group of friends laughing on a rooftop at sunset
A backyard barbecue with clinking bottles and music
That moment of joy after a long day, sipping something cold and fizzy
Notice what’s missing?
No one talks about the calories. Or the carbonation. Or the latest price per ounce.
The product isn’t front and center. The feeling is. And yet—people associate that red can with refreshment, happiness, even nostalgia. Now imagine if your real estate content did the same thing.
From Commodity to Craving: The Shift Agents Need to Make
Most agents are stuck in what we call the “commodity trap.” They post about what they do (listings, open houses, market stats)… but not about how it feels to go through the journey with them.
To build a standout brand, you need to shift from:
Selling information → to selling aspiration
Selling transactions → to selling transformation
Selling homes → to selling the life unlocked by that home
Because no one craves an MLS link. They crave the confidence, clarity, and status upgrade that comes with the right real estate decision.
You’re Not Just Selling a Home—You’re Selling the Life That Comes With It
Let’s say you work with downsizing clients. Instead of posting a photo of a just-sold bungalow, what if you said:
“This client didn’t just sell their house. They gained freedom from maintenance, 15 extra hours a week, and the ability to travel at the drop of a hat.”
Or for a first-time buyer:
“This wasn’t just about buying a condo. It was about building wealth instead of paying someone else’s mortgage.”
Or a relocating family:
“They left behind familiar streets and old routines. But they gained backyard barbecues with new neighbors and shorter school pickups.”
When you start connecting your posts to your clients’ emotional goals… your brand stops being background noise.
It becomes magnetic.
So, How Do You Sell the Life They Crave?
Here’s a simple framework you can use when creating content:
1. Spot the Struggle
What is your ideal client tired of?
The cramped kitchen
The long commute
The rent that keeps going up
The overwhelming clutter of a too-big house
This is the pain that sparks curiosity.
2. Paint the Picture
What does life look like after working with you?
Morning coffee on the patio of a low-maintenance home
Walking their kids to school
Turning a guest room into a nursery
Having money left over each month for experiences
This is the desire that gets them emotionally invested.
3. Position Yourself as the Bridge
How do you make that transformation possible?
Your neighborhood knowledge
Your downsizing roadmap
Your calm in the chaos
Your ability to make things feel simple and possible
This is where trust is built. When your content includes all three elements, people start to crave what you offer—not just the service, but the result.
Examples of “Crave-Based” Real Estate Content
Need some post ideas to help you implement this approach? Try these:
🛑 Instead of: “Just listed this 4-bed, 2.5 bath in [neighborhood]”
✅ Try: “If you’ve been stuck in a too-small space but worried a bigger home is out of reach, this new listing might be your ‘finally’ moment.”
🛑 Instead of: “Market is up 6% this quarter.”
✅ Try: “This seller used that equity to move closer to grandkids—and still had $50K left to invest.”
🛑 Instead of: “Congrats to my buyers!”
✅ Try: “They traded long commutes for evening walks. And guess what? They’re still pinching themselves.”
See the difference?
You’re not bragging.
You’re inviting your audience to imagine their own story with you as the guide.
The Life They Want is One Step Away—Make That Clear
Real estate isn’t really about square footage.
It’s about freedom. Growth. Comfort. Peace. Pride. Belonging.
That’s what your audience wants to feel when they scroll.
So instead of telling them what you just did…
Show them what they could do.
That’s how you build a crave-worthy brand—just like Coca-Cola.
Bringing It All Together
If you want your content to truly connect:
Stop focusing on the stats.
Start focusing on the life change you help make possible.
Speak to the cravings your ideal client already has.
Position yourself not as a salesperson—but as the solution.
And if all of this feels like a lot to think about when you're also juggling clients, showings, and contracts…
That’s where Agent Toolkit comes in.
We help real estate agents simplify their content strategy with ready-to-use prompts, templates, and weekly inspiration—so you can stay visible without burning out.
P.S. Your audience isn’t craving a market report. They’re craving a better life—and you’re the key to helping them unlock it. Let’s make sure your content shows them exactly that.