Let’s get one thing straight: I did not wrap my car pink because it was a smart business decision.
I wrapped it because I wanted a pink car.
The business decision came later, when I realized what was happening around me. Here’s how a pink Mercedes became part of my marketing.
Once I saw how people responded to the car, I did something very intentional: I kept putting it in my content. Not once, not twice, but over and over.
Here’s what most agents miss: recognition comes from repetition.
Nobody remembers the first time they see you. They remember the fifth, the tenth, the twentieth. The agents who win online usually aren’t the most creative. They’re the ones who stayed recognizable long enough for it to stick.
What it looks like in real life
On Instagram. Thousands of agents are competing for the same attention, so being memorable is the whole game. A friend texts “meet my bff, she needs a DC realtor, I immediately thought of you,” and that happens because you’re the first person they think of.
With online leads. A big chunk of my business comes from online leads. Picture meeting your Realtor for the first time and a pink Mercedes with a “REELTA” license plate pulls up. You’re not a stranger anymore. You’re the agent with the pink car.
In person. People walk up and ask, “Is that YOUR car?” One question, an instant conversation, and instant recognition. It’s the easiest icebreaker I’ve ever had, and I didn’t have to say a word.
Marketing doesn’t always look like marketing
The best marketing doesn’t feel like marketing. It feels like you.
Your brand should have something people associate with you, and the moment they see it, they should think of you.
Agents already doing it
You don’t need a Mercedes or a wrap. Look at how these agents did it.
The catchphrase: Emily McAllister
Emily’s videos open with “what up fools?” It’s casual, a little unhinged, and completely her. You know it’s her before you see her face. A catchphrase is free, you can use it in every video, and viewers repeat it to their friends.
The signature color: Sue “Pinky” Benson
Sue has 17+ years in Naples real estate, and she goes by Pinky. Her videos are captioned “your Naples real estate bestie, Pinky,” and pink shows up in her caps, sunglasses, outfits, and signs. She has about 9.5K followers, but one of her videos has over 439K views. A brand that’s easy to recognize travels far beyond your follower count.
The signature movement: Paige Steckling
Paige’s videos typically open with her walking toward the camera at a fast pace. Motion catches the eye, so people stop scrolling before she says a word, and she’s already pulled you in by the time she starts talking. She has 118K followers.
What they all have in common: each one picked a single thing and repeated it until it became theirs.
Find your “pink car”
Ask yourself:
- What do people already comment on or tease me about? Lean into it.
- Can I show it in every piece of content? Consistency beats creativity.
- Does it start a conversation? If it makes someone ask a question, it’s working.
- Is it genuinely me? If it feels like a costume, you won’t keep it up.
Then do it 20 times before you decide whether it works.
The car was never the strategy. Being impossible to forget was.
So, would you drive a pink car? 😉
