In this episode of REI Marketing Weekly, I’m joined by Benmont Locher, co-founder of Ramp REI, for a deep dive into the most overlooked competitive edge in real estate investing: your brand. We unpack how building a recognizable and reputable brand can eliminate seller resistance before the conversation even begins—and why generic, “We Buy Houses” marketing just doesn’t cut it anymore.

Benmont brings real-world experience from helping grow one of the largest home-buying companies in the Northeast and shares how personal branding and cohesive marketing ecosystems are outperforming isolated, transactional strategies. If you’re tired of chasing cold leads or feel like your marketing is stuck in a one-dimensional rut, this episode is your wake-up call. We talk balance, longevity, and how brand equity isn’t just a feel-good concept—it’s a cash-flow multiplier.

Timeline Summary:

[0:00 ] – Introduction

[1:10 ] – How branding can instantly eliminate seller objections

[2:34 ] – Why cohesive marketing outperforms disconnected channels

[7:10 ] – The rise of personal brand influence in a “trust recession”

[10:22 ] – How Eric Brewer’s team phased out third-party leads

[11:06 ] – Creating a marketing ecosystem: Connecting your channels for maximum impact

[13:00 ] – Long-term ROI: Why branding is your best sustainable lead source

[15:22 ] – How to balance short-term lead gen with long-term brand building

[18:41 ] – Social media, SEO, and the power of omnipresence

[22:08 ] – The marketing-to-fitness analogy: Why consistency wins

[27:11 ] – Tactical tips for building a brand with limited budget and time

[30:41 ] – How AI and search behavior are shifting the branding game

[34:00 ] – Doing more with less: How top REI teams triple conversions with fewer leads

5 Key Takeaways:

1. Trust Comes Before Transaction – A strong brand builds authority and lowers seller resistance before you ever get on a call.

2. Disconnected Marketing = Confused Sellers – If your ads, mailers, and social posts don’t align, you’re breaking trust instead of building it.

3. Cold Tactics Have a Shelf Life – Relying on cold calls and third-party leads may get you quick wins, but brand building sustains your business long-term.

4. Marketing Ecosystems Outperform Lone Wolves – Channels like direct mail, TV, SEO, and social need to “talk to each other” to amplify your message.

5. Clarity Beats Virality – You don’t need to go viral to build a brand—just be clear, consistent, and relatable in your messaging.

Links & Resources:

• RampREI.com – Learn more about Ramp’s training programs

• Josh Culler on YouTube – Weekly videos on REI marketing, branding, and content creation

If this episode gave you fresh ideas or confirmed your branding instincts, take 30 seconds to follow the show, leave a review, and share it with someone in your investor circle. You’ve got the vision—now let’s build the brand that matches.