Today’s marketer of the week is not a real estate agent. But he is married to one. And he’s turned that into a brand both agents and real estate spouses are showing up for.
On Joshua Bennet’s profile page, pinned at the top, is a prime example of the content he creates from his POV as the spouse of a real estate agent:
“Things that are none of my business as the husband of a realtor”
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That inspired a second “round two” post, but these are surrounded by reels and image posts highlighting his wife’s dedication to her work, all in the context of his POV as her husband.
Here’s why this marketing angle works and what real estate agents can take from it.
Why the @husbandofarealtor Marketing Angle Works
Bennet’s profile tells viewers more or less what they can expect from his content:
- 𝗛𝗨𝗦𝗕𝗔𝗡𝗗 𝗢𝗙 𝗔 𝗥𝗘𝗔𝗟𝗧𝗢𝗥
- Filming my way through fatherhood & for-sale signs
- Joshin’ around with @sarahbennettrealtor
The posts and their text overlays fill in the gaps.
The account pulls in two audiences with one format. Real estate agents recognize the chaos of the job. Spouses and partners of agents recognize what it looks like watching that chaos from the outside.
Of course, in this case, the word “outside” is relative.
Bennett has nothing to sell. He’s describing his wife’s workload, her clients, her car, her phone. His “outsider” position is what makes the account feel trustworthy.
Every specific detail he shares works as proof of how committed she is to her clients. It reads as entertainment as well as an ongoing compliment to the realtor he married.
Here’s one example where he shows his wife working while on vacation:
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A few of the details that show up across his posts:
- A text thread with 316 people in it
- An actual quarterly payment to the IRS
- A car torn up from hauling signs
- Nails that keep turning up in her tires
Many of the posts on Bennet’s page are collab posts with his realtor wife, Sarah Bennett, meaning they show up on her page, too.
How Real Estate Agents Can Use This
The format works when someone besides the agent is on camera or writing the jokes, the same role Bennett plays for his wife.
He even creates content on tasks he takes on to lighten the load for his realtor wife, including one on “how to install a sign”:
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A few content ideas built on that same idea:
- Variations on “X things I’ve learned as the spouse/partner of a real estate agent”
- POV humor reels from the perspective of a real estate agent who’s also a mom, dad, or grandparent
- A family member or partner doing a POV bit about the agent’s business
In each version, someone close to the business is talking about it from their own angle, with nothing to sell.
Bennet’s brand is proof an effective real estate brand can run on more than one voice. Handing the mic to someone close to the business, the way Bennett does for his wife, builds its own kind of trust with an audience.
