Those who sell real estate sometimes find themselves challenged to remain fresh in the marketplace. There is increased competition from other real estate agents, plus the burden of new technology channels to master. Client needs are forever changing, and listing agents are faced with growing amounts of inventory that need exposure. Agents and brokers need to continually look at ways to recharge their personal brands to stay on top.
Here are some of the things we can do to stay above the pack and ensure that our clients see us as their best choice:
Invest in new photos of yourself.
When you publish new photos of yourself, it shows people that you are current, active and working. Focus on lifestyle photos that show you at work, showing properties or enjoying some leisure time. Use a professional photographer, and go for that magazine-quality look. Try some new shots where you aren’t looking at the camera, and where the photographer appears to catch you candidly. You should have new photos taken at least once a year, and try to get a dozen or more shots that you can use in different media and campaigns. A constant flow of new photos reinforces the impression that you are successful.
Rethink your social media strategy.
Most real estate agents use social media primarily to showcase their listings or their services. I find that the “billboard” approach is ineffective most of the time, and social media followers don’t want to be sold to. Instead, use your social media platforms to demonstrate that you are in touch with the market. Inspire others with amazing images. Make people laugh. Ask people for their opinions. If people find you and your content interesting, your number of followers will grow significantly. Focus on Instagram, but also engage regularly on Facebook and Twitter. Make sure you also spend a lot of time liking, commenting on and sharing posts of people you follow. They will do the same in return.
Add digital marketing to your budget.
While it’s always a good idea to send out printed marketing such as direct mail, you may find that you get the best bang for your buck with digital marketing. You can create ads in Instagram and Facebook, for example, and pay those services to display ads to people who don’t know you yet. You can even choose the audience. For example, ask Instagram to post an ad about your latest big sale to all people in a certain zip code who are between 25 and 45. There are hundreds of criteria. Services like Homesnap Pro even offer packages to create ads for you and send them across Instagram, Facebook, Google and Waze. You can also invest in banner ads on popular web sites — media and news sites are my recommended places for this.
Form a team.
Why not look around your brokerage for other agents with similar production as you and join forces? Teams are a hot concept right now. It’s the idea that “one plus one makes three.” Pool all your commissions into one basket, and share the earnings equally. Keep 5-10% of your earnings aside, and commit them to more marketing. You may just find that your success rate soars, and there is always more marketing might in greater numbers of team members.
Declare your specialty, and own it.
Buyers and sellers love agents who specialize in types of real estate. Is it luxury condos, waterfront homes, golf communities or something else? Maybe you are the master of certain subdivisions or the king or queen of certain condos. Pick one, maybe two, and own them. Learn all you can about that segment, and declare yourself not just an expert, but the expert.
Market with confidence, not arrogance.
There is a clear line between confidence and arrogance. Confidence is usually supported by knowledge, achievement and expertise, while arrogance is simply insincere banter. A client will always gravitate toward a confident agent over an arrogant one. Confident agents converse with and listen to their clients, while arrogant ones just talk. So, craft your messaging to show that you have confidence, but always remain as humble as you can be. There is nothing wrong with sharing your successes with others, but not at the expense of your colleagues and peers.
Ask for referrals.
People who know and trust you can be your best sources for referrals. Remind them that you are always looking for new clients, and if they know anyone looking for property to send them your way. Add a tagline to your email and e-marketing signatures indicating that you always appreciate referrals.
In the end, clients want to work with successful, sincere and active real estate agents. Remind them that you are there, and that every day is a new day for you. With new photos each year, a smarter approach to your marketing content and a brighter image of who you (and your team) are, you may just find your sales numbers going up this year.