You’re Losing Deals Because Your Brand Sucks, Here’s How to Fix It with Benmont Locker

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:





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


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


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.


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


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.